Rae Wellness
Rae Wellness is a Minneapolis-based DTC women's wellness supplement brand founded in 2019 by Angie Tebbe and Eric Carl, selling four vegan, non-GMO capsules (Pre + Probiotic, In The Mood, DeStress, Rebalance) via its Shopify site on a subscription model.
- Company typePrivate
- Founded2019
- HeadquartersMinneapolis, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Rae Wellness does
Rae Wellness (Rae Industries LLC) is a Minneapolis-based, direct-to-consumer women's wellness supplement company founded in 2019 by CEO Angie Tebbe and co-founder Eric Carl. The company sells a focused four-SKU capsule line, Pre + Probiotic, In The Mood, DeStress, and Rebalance, targeting distinct use cases across gut, mood, stress, and hormonal health. All products are vegan, non-GMO, gluten-free, and third-party tested, a positioning designed to build consumer trust in a category where provenance claims drive purchase decisions.
The business operates exclusively through its own Shopify storefront, with a subscription mechanism that prices capsules at $16.99 per order against a $19.99 one-time price, a 15% discount intended to drive recurring revenue. The company does not appear to maintain retail, wholesale, or marketplace distribution, making the owned DTC site its sole commercial channel. The brand has accumulated recurring press coverage in Forbes, Cosmopolitan, Elle, Harper's Bazaar, Marie Claire, The Skimm, and The Everygirl, and has been recognized among the 15 fastest-growing supplement brands in 2026, indicating effective PR-led consumer acquisition.
Rae Wellness has raised approximately $13.95M in equity across three funding rounds in 2020-2021 from Able Partners, M13, GroundForce Capital, and Visible Ventures. The company employs between 11 and 50 people. There is no evidence of AI/ML capabilities, patents, M&A activity, or international expansion. The investment profile is therefore that of a small, brand-led CPG company with a concentrated product line and a single-channel go-to-market, dependent on continued DTC conversion and subscription retention for growth.
Rae Wellness firmographics
Firmographics- Name
- Rae Wellness
- Legal name
- Rae Industries LLC
- Website
- https://raewellness.co
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Rae Wellness is a Minneapolis-based DTC women's wellness supplement brand founded in 2019 by Angie Tebbe and Eric Carl, selling four vegan, non-GMO capsules (Pre + Probiotic, In The Mood, DeStress, Rebalance) via its Shopify site on a subscription model.
- Ownership category
- akta.pro rank
Rae Wellness industry classification
Industry- Product category
- Women's Wellness Dietary Supplements
- NAICS
- Food (Health) Supplement Retailers (456191)
- SIC
- Biological Products, (No Disgnostic Substances) (2836)
- akta.pro primary industry
- Women’s Health Supplements (Prenatal, Menopause, Hormonal) (CRADAGAK)
- akta.pro secondary industries
- Sleep, Stress & Mood Support (HLAIADAG), Probiotics & Digestive Health Supplements (CRADAGAF)
Keywords
Where Rae Wellness is headquartered
LocationHeadquarters
- HQ city
- Minneapolis
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Rae Wellness business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Technology or R&D, Personnel, Infrastructure
Revenue model
- Product Sales (One-time): Direct consumer purchases of supplements at standard retail pricing
- Subscription Orders: Recurring auto-renewing subscription model with 15% discount on regular deliveries. Customers can skip, modify, or cancel subscriptions prior to next billing cycle.
- Gift Cards: Digital gift cards sold as final sale items with no expiration or fees
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Single Product Purchase |
| Subscription | Monthly | Subscription - 30 Day Supply |
| Subscription | Multi-year contract | Subscription - 60 Day Supply |
| Subscription | Multi-year contract | Subscription - 90 Day Supply |
| Unit Pricing | Pay-as-you-go | Free Shipping Threshold |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels9 records
Rae Wellness product offering
Product offeringCore offering
Rae Wellness sells a focused line of four vegan, gluten-free, non-GMO supplement capsules—Pre + Probiotic, In The Mood, DeStress, and Rebalance—directly to consumers via its own website. Products target women's stress, sleep, digestion, and hormonal balance concerns and are available as one-time purchases or 30/60/90-day subscriptions at a 15% discount. Multi-stage third-party testing is applied across the line for purity and potency.
Product overview
Rae Wellness is a women's wellness supplement company offering a focused portfolio of four core capsule products: Pre + Probiotic Capsules, In The Mood Capsules, DeStress Capsules, and Rebalance Capsules. The products address stress, sleep, digestion, and hormonal balance through evidence-based botanical ingredients and vitamins. All supplements are vegan, non-GMO, gluten-free, and free from artificial preservatives and harmful fillers. The brand positions itself as an accessible, affordable alternative to premium-priced wellness products, with a direct-to-consumer subscription model offering 15% savings.
Differentiator
Problem solved
Functional benefit
Products and services
- Pre + Probiotic Capsules A daily supplement capsule formulated with prebiotics and probiotics to support digestive health and gut wellness, sold to individual consumers as part of Rae's core supplement lineup.
- In The Mood Capsules A supplement capsule designed to support mood and emotional balance for individual consumers, targeting stress and mood-related symptoms.
- DeStress Capsules A stress support supplement formulated to help manage stress responses and promote relaxation for individual consumers; positioned as a flagship Rae product.
- Rebalance Capsules A women's wellness supplement supporting hormonal balance and minimizing bloating associated with monthly cycles, with black cohosh, zinc, vitamins A, C, and E, St. John's Wort, lavender, dandelion, cordyceps and reishi mushrooms, and digestive enzymes. Priced at $19.99 one-time or $16.99 on subscription.
Quantifiable outcome
- 4.7/5 average rating from 389 reviews on Rebalance product page
Companies that use Rae Wellness
Customer profileNamed customers4 records
Segments2 records
Ideal customer profiles1 record
Rae Wellness technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
Feature2 records
Rae Wellness partnerships and signals
Strategic signalScale indicators2 records
Recent moves4 records
Expansion highlights4 records
Rae Wellness competitors and assessment
Company assessmentDirect peers
- OLLY: OLLY is a mass-market DTC supplement brand focused on women's wellness categories including stress, sleep, beauty, and hormonal balance. Closely comparable to Rae in target customer, product format (capsules/gummies), and clean-label positioning, but with significantly larger scale and broader retail distribution.
- Ritual: Ritual is a DTC essentials brand best known for its multivitamin, with subsequent expansion into women's health, sleep, and synbiotics. Directly comparable to Rae through subscription DTC model, women-focused SKUs, and traceable clean-label supply chain, though Ritual is significantly more capitalized.
- Care/of: Care/of offers personalized daily vitamin packs via DTC subscription with a strong emphasis on transparency and third-party testing. Comparable to Rae on women-focused supplement positioning, subscription model, and ingredient transparency messaging.
- HUM Nutrition: HUM Nutrition is a DTC beauty-from-within supplement brand targeting women with categories including skin, hair, mood, and hormonal balance. Direct competitor in women's wellness DTC supplements with similar target persona and clean-ingredient positioning.
- Seed: Seed is a science-first DTC synbiotic/probiotic brand. Comparable to Rae's Pre + Probiotic SKU through shared clean-label, third-party-tested positioning and subscription model, though Seed is microbiome-specialized and more science-marketing-heavy.
- Arrae: Arrae is a women's wellness brand featured alongside Rae on the '15 fastest growing supplement brands in 2026' list, focusing on stress, gut, and bloating. Closely comparable in size, growth trajectory, women-focused clean-label positioning, and DTC-only distribution.
- Elm & Rye: Elm & Rye is a DTC supplement brand offering general wellness and women's wellness products. Comparable through DTC model, women-focused SKU set, and clean-ingredient positioning at a similar scale to Rae.
- Moon Juice: Moon Juice is a DTC wellness brand focused on women with adaptogenic and 'superfood' supplements targeting stress, sleep, and hormonal balance. Comparable to Rae through women's wellness focus, clean-label positioning, and DTC subscription model.
Broad incumbents
- Thorne: Thorne is an established practitioner-grade supplement brand with a wide portfolio across women's health, sleep, stress, and gut categories. Comparable through women-focused SKUs and third-party testing, but operates at much broader scale with practitioner and B2B channels.
- Athletic Greens (AG1): AG1 is a daily nutritional drink brand that has scaled aggressively through subscription DTC and heavy influencer marketing. Comparable through DTC subscription supplement model and clean-label positioning, though AG1's daily greens format is broader and more capitalized.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Rae Wellness social profiles
Digital presenceRae Wellness financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rae Wellness leadership team
Management profileNumber of profiles
Profiles2 records
Rae Wellness funding detail
Funding detailFunding overview
Funding rounds3 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rae Wellness M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Rae Wellness
What does Rae Wellness do?
Rae Wellness sells a focused line of four vegan, gluten-free, non-GMO supplement capsules—Pre + Probiotic, In The Mood, DeStress, and Rebalance—directly to consumers via its own website. Products target women's stress, sleep, digestion, and hormonal balance concerns and are available as one-time purchases or 30/60/90-day subscriptions at a 15% discount. Multi-stage third-party testing is applied across the line for purity and potency.
Is Rae Wellness a public or private company?
Rae Wellness is a private company. It is classified as venture growth investor backed and is currently operating.
When was Rae Wellness founded?
Rae Wellness was founded in 2019. It employs 11 to 50 people.
Where is Rae Wellness based?
Rae Wellness is headquartered in Minneapolis, United States, in the North America region.
How does Rae Wellness make money?
Three revenue lines are on record. Product Sales (One-time) is the primary driver. The others are subscription Orders and gift Cards.
Who are Rae Wellness's main competitors?
Direct peers on record are OLLY, Ritual, Care/of, HUM Nutrition, Seed, Arrae, Elm & Rye and Moon Juice. Broad incumbents are Thorne and Athletic Greens (AG1).
Does Rae Wellness have an API?
No public API is recorded for Rae Wellness.
What industry is Rae Wellness in?
Rae Wellness's product category is Women's Wellness Dietary Supplements. Its primary akta.pro industry code is CRADAGAK, Women’s Health Supplements (Prenatal, Menopause, Hormonal), with a secondary code of HLAIADAG, Sleep, Stress & Mood Support. Its NAICS code is 456191 and its SIC code is 2836.