innovative care :: Article CreatorHow Rael Disrupted The $52 Billion Feminine Care Market With K-Beauty Innovation
Yanghee Pail, Founder & CEO
Rael
When Yanghee Paik immigrated to the United States from Korea to attend Harvard Business School, she envisioned a future revolutionizing the Korean entertainment industry in Hollywood. Instead, she rewrote the rules of an entirely different industry—feminine care.
"I had a very different vision when I was in my 20s," Paik said. "When I wrote my MBA application, I talked about how I wanted to be the person revolutionizing the Korean entertainment business by learning in Hollywood."
After a successful career at Disney in strategy and digital content distribution, Paik yearned for more impact and agility—something she couldn't find inside a massive corporation. "I felt like a small piece in a huge machine... I started thinking that I wanted to be on the other side."
What followed was an unexpected dinner with journalist-turned-co-founder Aness An, who asked Paik a simple question, "Do you know anything about how pads and tampons are made?" The answer sparked what would become Rael, a fast-growing holistic wellness brand at the intersection of K-beauty technology and clean, organic feminine care.
Rael's journey from a $2 million startup to a global wellness brand worth nine figures was not driven by flashy marketing or celebrity endorsements. It began with a focused, data-driven strategy that prioritized product excellence, consumer behavior insights, and digital-first distribution.
Holistic Cycle Care With K-Beauty Technology
Rael
"Back in 2017, everybody was jumping into a direct-to-consumer model... But we wanted to be more efficient, and we wanted to be where women are ready to purchase," said Paik.
Their research revealed that women were actively searching for organic pads on Amazon, but they had few quality options. Rael entered the platform with Korean-made, organic cotton cover pads and invested heavily in high-conversion product pages, optimized listings, and visual education.
"We didn't do any brand marketing when we started... But our goal was to launch the products, gain a lot of honest reviews, and then continue evolving, upgrading the products to perfect them before we go out to the retailers."
That strategy paid off quickly. "Within less than six months, we became the number one organic pad on Amazon," said Paik. "Since 2017, we have consistently ranked as the number one pad on Amazon in the feminine pad category."
Rael now stands in a market with enormous potential. According to Statista, the global feminine hygiene market is valued at $52.31 billion, with the U.S. Market alone at $6.70 billion. The sector is projected to grow at a compound annual growth rate (CAGR) of 4.83% between 2025 and 2029, signaling significant room for innovation, disruption, and expansion.
Rael's retail footprint is rapidly expanding, and the way consumers access holistic feminine care is evolving. Today, Rael products are available in over 20,000 retail locations throughout the United States. In 2025, Rael is executing its most ambitious retail expansion to date. Walmart introduced the brand's best-selling organic period care line in 1,549 stores in May, followed by the rollout of its cramp relief collection, including its popular menstrual heating patch, in 2,700 stores this June. Ulta Beauty plans to expand to 300 physical locations by July, blending Rael's skincare and period care into a single retail experience. Meanwhile, Walgreens will bring Rael's comprehensive line of hormone-conscious products, including period care, cramp relief, skincare, and intimate wellness, to 5,000 stores nationwide starting in July.
"These retail partnerships are more than just expansion—they represent a shift in how we approach cycle syncing and self-care in the U.S.," said Paik. "Our mission has always been to make clean, high-performance cycle care accessible to all."
Rather than relying on a single hero SKU, Rael strategically expanded its product line to deepen wallet share and brand loyalty. From pads and tampons, they moved into skincare, intimate care, and supplements, all tied to what Paik describes as "holistic cycle care."
"We wanted to take care of women not only for that one week when they're bleeding but throughout the four weeks of the cycle," she said.
Sales are now divided almost equally between feminine care and skincare, with the best-selling products being their organic cotton pads and pimple patches.
Rael's TikTok strategy became a powerful growth engine, with over 600,000 followers. "We've been pushing a lot of educational yet entertaining content," said Paik. "Breaking the taboos and then making it normal to talk about periods."
Their international expansion—especially the rapidly scaling Korean market—now accounts for over 20% of global revenue. With its sights set on Japan, Southeast Asia, Canada, and Europe, Rael is positioning itself as a global leader in cycle care. "We use the Korean angle to go to Japan and Southeast Asia because there's a lot more affinity to Korean brands and Korean content in those Asian markets," said Paik.
Rael is carving out a niche in the $6.9 billion U.S. Market, which has long been dominated by multinational giants such as Procter & Gamble, Kimberly-Clark, and Edgewell Personal Care. Despite these incumbents, Rael's combination of clean innovation, K-beauty science, and cycle care storytelling positions it as a formidable disruptor.
In addition to its tremendous revenue growth, Rael is committed to corporate social responsibility. Since 2019, the company has donated over 4 million units of period products in partnership with I Support the Girls. This non-profit organization collects and distributes essential items—including bras, underwear, and menstrual hygiene products—empowering women experiencing homelessness, impoverishment, or distress to stand tall with dignity.
Two-thirds of the 16.9 million low-income women in the U.S. Couldn't afford menstrual products in the past year, and half had to choose between period care and food. After the devastating wildfires in January 2025, Rael donated 2.2 million units to those affected in Los Angeles, working through I Support the Girls, Baby2Baby, The Pad Project, and Brown Bag Lady.
Paik's advice for aspiring entrepreneurs, particularly women of color, shares invaluable insights on embracing your story.
"I always felt so disadvantaged in the U.S. Market as an immigrant... But now I'm using my difference, my cultural uniqueness, as my strength," she said.
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Turning Care Into Innovation: How One Columbia Student Is Advancing Pediatric Tracheostomy Care Through Tech Management
Anne Louis, a student in Columbia University's School of Professional Studies (SPS) M.S. In Technology Management (TMGT) program, is turning personal challenge into entrepreneurial innovation. As a mother, caregiver, and emerging founder, she's using her experience to shape the future of pediatric tracheostomy care through her start-up, Adonix. She is also a Social Impact Fellow in artificial intelligence and machine learning for financial inclusion and economic mobility at Runwei and a Caring Across Generations 2025 Care Impact Fellow.
We recently caught up with Louis to learn more about her journey, the inspiration behind her company, and how Columbia SPS has helped shape her path.
You were inspired to start Adonix based on your experience as a caregiver. Can you tell us more about that journey and what drove you to focus on pediatric tracheostomy tubes?
I was astonished to find out that all pediatric supplies and hospitals were not created equal. In 2019, my son was only two months old when he was in an ICU, where they were doing everything they could to save his life. He was born incredibly premature at 25 weeks—about seven months into pregnancy—and his respiratory symptoms continued to worsen.
We didn't receive his tracheostomy until he was six months old. For a while, we hoped his growth would improve his breathing, but he struggled. Eventually, he underwent a long surgery to have the tracheostomy placed, and over the years, this device gave him life and freedom—it allowed him to learn and thrive from anywhere.
He's now had his tracheostomy for five years. Through this journey, I've learned so much, and it's made me want to innovate in that space—to do more with pediatric medical supplies and devices overall.
Congratulations on being accepted into the Black Business Matters Business Plan Intensive and advancing in the Capital Raising Competition! What have these opportunities taught you about building a mission-driven start-up?
These opportunities really helped shape my business plan and team. Last semester, we were also semifinalists in the Greater Good Competition. I've learned that pitching your business takes more than a great idea—it requires traction, discipline, and a long-term vision.
Being selected for the School of Engineering and Applied Science and the National Science Foundation's I-Corps program this year gave me even more insight into start-up life and the tools I need to succeed with this product. It also helped me realize I needed to start even earlier in the journey—before the tracheostomy tubes themselves—with something that could bring families together and educate them.
Why did you choose the Technology Management program at Columbia SPS, and how has it supported your entrepreneurial goals so far?
I initially chose the program to help me grow in my previous role at work. But this past year has taught me so much more. I learned how to build and create multiple business concepts. I never thought I'd be able to build my own business, let alone two!
We were semifinalists in the Business School's AI in Finance Competition for a project created during our Blockchain AI course with Professor Tejwanash Anand. That course alone opened my mind to entirely new possibilities.
Do you have a favorite course or professor who's had a lasting impact on you and how you work?
It's hard to pick just one. Every professor unlocked a level of creativity I didn't know I had beyond my 9-to-5 role. I'm not the same person I was when I started, thanks to all of the instructors who helped transform how I see business and technology.
Midway through my first year, I actually gave birth, and the entire department, along with my classmates, helped me finish the semester strong. Technology Management has truly become an extension of my family. I'm honored to have had this experience.
What aspects of the TMGT program have been most valuable, whether in curriculum, networking, or real-world application?
The best part is how everything connects. You can take a business idea and run it through every course—from strategy to operations to pitching—and come out with a product that's ready to launch.
The program also gave us amazing access to the industry. We visited places like NewLab and Microsoft Garage early on through our industry liaison, which opened our eyes to what New York City has to offer in tech. Last year, I earned the SPS Professional Development Grant to attend AfroTech 2025, and I won the Wonder Women in Tech Award, which is also supporting my attendance. These opportunities have been life-changing.
Would you recommend this program to other aspiring entrepreneurs?
I always recommend this program! The biggest advice I give is to apply and to compete. Whether the competition is inside SPS or beyond, it prepares you for real industry standards—and it pushes you to deliver something you're passionate about. Graduating from this program puts you in a position to help any start-up or launch your own.
What's next for you? Any major milestones or goals on the horizon?
After graduation, I hope to grow my idea and officially launch my company. In the meantime, I'm enjoying being home with my kids and taking time to think about where I can best contribute on a global scale. I'm looking for the space where my past experiences meet my present skills—as a parent, an innovator, and an advocate.
About the Program
Columbia University's Master of Science in Technology Management is a hands-on technology leadership development program designed to train professionals for equal fluency in tech fundamentals, business operations, and ethical leadership.
The fall 2025 application deadline for the Technology Management program is June 1. The program is available for part-time or full-time enrollment. Learn more about the program here.
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