Supplements brand Rae Wellness inks first bricks-and-mortar deal with Target

By Becky Bargh 20-Jan-2020

The direct-to-consumer brand says its success online triggered the decision to move in store

Supplements brand Rae Wellness inks first bricks-and-mortar deal with Target

Beauty supplements brand Rae Wellness has expanded its retail presence into bricks-and-mortar.

Following its launch last year, the direct-to-consumer brand is said to have garnered a strong presence online and took the decision to expand into retail in order to boost its availability.

Customers will be able to shop the brand’s Beauty Capsules, Daily Cleanse Capsules Vegan Collagen Capsules, Hydration Drops and more from Target stores and online via

“We’re thrilled with the exciting response Rae Wellness has received from our direct-to-consumer channels and we fundamentally believe in providing high quality products without the high price tag,” said CEO and co-founder Angie Tebbe.

“As a next step for our business, we are proud to be launching Rae Wellness at Target, a retailer that’s established itself for identifying the most innovative direct-to-consumer brands and bringing them to the masses.”

In recent years the beauty supplements sector has evolved with several brands gaining popularity through celebrity and influencer endorsement.

This includes brands such as Hairburst, Vitybox and PinkCloud.

According to data released by Euromonitor, beauty supplement sales in the US increased by more than 60% from 2017 to 2018.

Meanwhile, in France sales were up 15%.

“It’s impossible not to notice the explosion in beauty supplements in the past few years,” Sara Jones, Partner and Client Services Director of Free The Birds, told Cosmetics Business.

“They actively blur the category lines between beauty, health, wellness and food, and are now found in beauty speciality stores, beauty department store counters, food hall shelves and DTC via social media, all boasting a whole host of beautifying claims.”

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