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GetRael: Building a $25M Menstrual Care Empire
How a DTC brand is redefining cycle care with clean ingredients and vertical integration
In a market dominated by giants like Tampax and Always, Rael has quietly built a $24.8M revenue business by targeting a specific, underserved segment: health-conscious consumers demanding clean, effective menstrual care. This isn't just about pads and tampons—it's about owning the entire cycle wellness ecosystem.
"Rael isn't just selling menstrual products—they're building a vertically integrated lifestyle brand for the modern, health-conscious consumer."
The Growth Trajectory
With 81,836 monthly visits and a 44% organic search share, Rael demonstrates the power of brand-led growth. Their top keyword 'rael' alone drives 49,900 monthly searches—indicating strong brand recall and direct-to-consumer loyalty. The 46% direct traffic confirms they're building a destination brand, not just a transactional e-commerce site.
The Target Audience
Rael's customer base isn't mass-market—it's precision-targeted. The 92-person team focuses on consumers who reject traditional menstrual care chemicals. Their product mix (pads, tampons, supplements, skincare) reveals a strategy: own the entire cycle, not just the period. This creates higher lifetime value and deeper brand loyalty.
- Vertical integration from product development to distribution
- Clean ingredient positioning as a core differentiator
- Expanding beyond menstrual care into broader wellness
- Strong brand equity with 49,900 monthly branded searches
- Tech stack optimized for conversion (PWA, Tailwind, Bootstrap)
The tech stack reveals a modern, conversion-optimized foundation. With PWA implementation, Tailwind CSS, and Bootstrap, Rael prioritizes mobile experience—critical for their demographic. The use of jQuery and Swiper suggests a focus on smooth, interactive shopping experiences. This isn't legacy tech; it's pragmatic modern web development.
Rael is a blueprint for niche CPG domination
They've proven that with $20M in funding, clean ingredient positioning, and vertical integration, you can build a $25M+ business in an industry dominated by conglomerates—without compromising on mission or margins.
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http://www.getrael.com/cdn/shop/files/Rael_Logo_Forest-Green.png?height=628&pad_color=fff&v=1682534336&width=1200
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Rael | Holistic Health Products for Your Cycle
Discover holistic cycle care for essentials - pads, tampons, supplements, skin care, and more. We offer clean, effective ingredients to support you all cycle long.
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About getrael.com
Discover holistic cycle care for essentials - pads, tampons, supplements, skin care, and more. We offer clean, effective ingredients to support you all cycle long.
Company Overview
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Technology Stack
getrael.com uses 42 technologies across their website including AccessiBe, Font Awesome, Adobe Fonts, hCaptcha, HSTS, and more.
Accessibility
AccessiBe
Fonts
Font Awesome, Adobe Fonts, Google Fonts
Security
hCaptcha, HSTS, reCAPTCHA
Error Tracking
Sentry
Programming Languages
PHP
CDN
Bunny CDN, unpkg, jsDelivr
Traffic & Audience
getrael.com receives approximately 81.8K monthly visitors and ranks #417,683 globally. The website has a bounce rate of 44% with visitors viewing an average of 2.4 pages per visit. Users spend an average of 0:56 on the site.
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