K-Beauty for Your Vulva? How Rael Applies South Korean Innovation to Intimate Care
K-beauty, or Korean skincare and cosmetics, has ingrained itself in our global beauty lexicon. And, as far asYou’ve likely seen Rael—the holistic personal care brand with minimalist, pastel packaging—on the shelves at your local CVS, Walgreens, Target, or Walmart. The brand was founded by three South Korean women who, after moving to the U.S., noticed a discrepancy in effective, healthy, and clean feminine care products.
who increasingly seek non-toxic ingredients, sustainable packaging, give-back initiatives, and transparency. Within three months of launching on Amazon in 2017, the brand became the bestselling product in the organic feminine care category, thanks to its high-performing organic pads and tampons. , CEO Yanghee Paik admits that Rael entered a category in the midst of disruption, with strong startup competitors like Cora and Lola.
“In Korea, there have been a lot of innovations with the technology in feminine care,” Paik says. “We are used to using higher quality, higher performing, and more comfortable products.” Rael sources organic cotton from Texas, and manufactures in Korea using its novel technology, which includes Leak Lockers, or indentations in the center and side panels to prevent overflow. There is also a middle panel—the Super Absorbent Core—that instantly absorbs blood.
Rael’s product lineup also includes period panties, menstrual cups, heating patches, skincare, body care, acne care, and vulva care. Fragrance- and chlorine-free feminine wash, relief gel, feminine mist, and wipes make up its Soothing Vulva Care Collection—marketed as “K-beauty care for down there.”
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