Developing Holistic Supplements for Today’s Women

Rae Wellness is a women-led women’s wellness brand. It offers vegan, gluten-free and non-GMO supplements to address a range of wellness needs, including skin, digestion, energy, libido, sleep and energy.

Angie Tebbe, Co-Founder & CEO of Rae Wellness, discusses building a brand that offers holistic solutions that meet women’s top wellness needs.

Key Takeaways

  1. Access to Wellness: COVID-19 highlighted inequality around access to wellness. Tebbe said consumers and investors alike are conscious of and motivated by the need to increase access. “The pandemic showed us in the last couple of years the true health and wellness inequity is a bigger issue… It's going to continue to support movement toward ‘proactive’ versus ‘reactive’ from a consumer perspective, but also from an investment perspective.”

  2. Millennials’ Top Health Concerns: Rae conducted a study of millennial women in late 2021 and found the biggest concerns for women ages 25-35 were stress (61% of respondents), mental health (53%) and sleep (46%).

  3. Capturing Retail’s Attention: Emerging wellness brands are deeply digital – and traditional retailers are drawn to their modern business models and brand voices, especially as they work to appeal to consumers who increasingly prefer online shopping. “I think it's really, really important that the brands stand for something that they are prevalent and that they can do an amazing job drawing consumers to a retail landscape when nobody's shopping retail… That discovery itself through COVID wasn't happening, and so brands couldn't rely on that. And so the digitally native part was important.”

I think the definition of wellness is forever changed. It's about mind and body together. It's about how that's done in a bespoke way for each consumer… the definition is changing because of the access to information and opening doors to new products and experiences in the global landscape.

Angie Tebbe, Co-Founder & CEO

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Beauty & Wellness

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Lauren Leibrandt