Rael Redefines Personal Care with Dual Launch of High-Tech Skincare and Engineered Tampons

LOS ANGELES, CA – June 08, 2026 – Rael, a brand founded by Korean American women and synonymous with K-beauty-inspired wellness, is making a significant move to redefine the personal care landscape. The company today announced a dual-pronged innovation push, simultaneously launching two advanced hydrogel skincare masks at Ulta Beauty and introducing the first-ever Korean-made tampon to the U.S. mass market. This strategic expansion signals a broader ambition: to lead a 'K-Wellness' movement that applies South Korea's renowned engineering and design prowess to categories far beyond the traditional beauty aisle.

The Science of Accessible Skincare

Rael is leveraging its deep roots in Korean dermatology to make complex, clinical-grade treatments accessible to the American consumer. The launch features two new hydrogel masks: the Cryo Soothing Hydrogel Mask and the Glutathione + Vitamin C Brightening Hydrogel Mask. While sheet masks are ubiquitous, Rael's innovation lies in simplifying advanced routines into a single, user-friendly step.

"Rael was built on the belief that K-beauty's most powerful innovations should be accessible to everyone," said Yanghee Paik, CEO and Co-founder of Rael. "We're bringing Korea's most advanced skincare ingredients... and translating them into a hydrogel mask format that's instantly intuitive for U.S. consumers. No new routine, no guesswork, just next-level results."

The Cryo Soothing Hydrogel Mask, for instance, delivers the cooling, de-puffing benefits of cryotherapy without the cumbersome two-step rubber mask process common in the U.S. market. It’s infused with 37 grams of serum containing cross-linked hyaluronic acid, peptides, and mushroom extract to calm and hydrate. Similarly, the Glutathione Brightening Hydrogel Mask packs a potent cocktail of glutathione—a celebrated antioxidant in Korean skincare—along with vitamin C and tranexamic acid to tackle dullness and uneven skin tone.

Beyond potent formulas, the user experience is engineered for modern life. Both masks feature an anti-slip grip material, allowing for mobility during treatment, a stark contrast to older-generation masks that demand stillness. A clever color-changing feature provides a visual cue for efficacy: the mask sheet turns from opaque to transparent as the skin fully absorbs the serum, demystifying the process for the user.

Engineering a New Standard in Period Care

Simultaneously, Rael is disrupting a category that has remained largely stagnant for decades: feminine hygiene. The brand has launched the Rael Slim Applicator Tampon in over 1,000 Target stores and on Amazon, marking the debut of a Korean-made tampon in mass U.S. retail. This isn't just a new organic option; it's a testament to applying high-tech engineering to solve a common user complaint.

Many consumers of organic tampons report issues with applicator performance. Rael's solution is a BPA-free, rigid, narrow-grip applicator, a product of South Korean engineering designed to ensure smooth, comfortable insertion without compromising the organic cotton core's absorbency. This design-led approach directly addresses a long-standing challenge, reflecting the same intentionality that propelled K-Beauty to global fame.

The U.S. feminine hygiene market, valued at over $7 billion in 2025, is ripe for this kind of innovation. Consumers are increasingly demanding transparency, sustainability, and comfort, shifting away from legacy brands toward those offering clean ingredients and superior design. By focusing on the engineering of the applicator itself, Rael is not just selling a product but an improved experience, a core tenet of the K-Wellness philosophy.

From K-Beauty to K-Wellness: A Holistic Strategy

This dual launch is the most explicit demonstration yet of Rael's mission to champion a holistic 'K-Wellness' movement. Founded in 2017 by Yanghee Paik, Aness An, and Binna Won, the company was born from a desire to bring higher-quality period care from South Korea to the U.S. It has since evolved to bridge the traditionally separate silos of skincare, body care, and period care, all informed by hormone-focused science.

"Since founding Rael, we've always believed that women deserve better—better ingredients, better design, better science," Paik stated. This philosophy has fueled the company's rapid growth and resonated with investors. In 2022, Rael secured a $35 million Series B funding round, the largest in the U.S. feminine care space at the time, to accelerate product innovation and retail expansion.

That investment is now bearing fruit. Rael's products are available in over 50,000 retail doors globally, including a strong presence in Target, Walmart, CVS, and Ulta Beauty. This omnichannel strategy ensures that its innovations are not niche, but widely accessible, a critical factor in driving a market-wide shift in consumer expectations.

By applying a consistent lens of high-performance ingredients and thoughtful engineering to both a face mask and a tampon, Rael is making a powerful statement. The brand is betting that the modern consumer is ready for a connected wellness experience, where the same standards of quality, efficacy, and design apply to every product they use on and in their body.