Rael strikes strategic partnership with TowerBrook Capital to scale brand. Will continue innovating across its portfolio and reaching more consumers globally while advancing education around holistic cycle care. August 24, 2026 Associate Editor, Happi Holistic personal care brand Rael struck a strategic partnership with TowerBrook Capital Partners to scale the brand across channels. Led by CEO and cofounder Yanghee Paik, Rael will partner with TowerBrook to continue innovating across its portfolio and reach more consumers globally while advancing education around holistic cycle care, officials said. "Rael extends TowerBrook's track record of investing behind products and services that help consumers live healthier lives and builds on the firm's experience scaling emerging brands through periods of transformational growth," said Michael Recht, managing director at TowerBrook. "Rael's products have distinct positioning in women's wellness, and we are excited to build upon the unique trust the brand has developed with consumers." Further strengthening the partnership, John Replogle has been appointed chair of the board to support Yanghee and the company's leadership team. Replogle previously served as CEO of Burt's Bees and Seventh Generation and earlier led Unilever's North American skin care business. Holistic care. Founded in 2017 by three Korean American women, Rael offers high-performance feminine care, skincare and hormonal wellness products made with ingredients that support women's evolving needs throughout their lives. Headquartered in Los Angeles with an office in Seoul, Korea, Rael has built a strong omnichannel presence across both markets, reaching consumers through leading retailers and e-commerce channels. "We started Rael because we believed women deserved better choices in period care, and that belief led us to pioneer holistic cycle care," said Yanghee Paik, CEO and cofounder of Rael. "From our first conversation, TowerBrook understood the impact of our mission and believed in it as deeply as we do. Their track record of scaling founder-led brands while preserving their uniqueness makes them the ideal partner as we aim to serve more women around the world."

Burt's Bees Award winning board game. You know that feeling when you help build something cool and just have to tell everyone about it? Yeah, this is one of those moments. The Brand Fuel team collaborated with Burt's Bees on a custom board game/gift set that landed on Target shelves nationwide for the holiday season... and the project just took home a Merit Award for Best In-House Design Agency at the DIELINE Awards! Burt's Bees set out to catch the eyes of new shoppers with an irresistible holiday gift, landing on a Game Night theme that brought "a lot of life and a lot of playful spirit" to their seasonal Target offering. The design was "reminiscent of a whimsical board game," with a playable gift set that used four miniature Burt's Bees lip balms as the playing pieces. Talk about function meeting fun (and flavor)! BrandFuel is proud to have helped bring the board game piece of that vision to life. The DIELINE Awards, now in their 17th year, pulled from over 1,500 entries across nearly 40 countries and handed out trophies to just 170 recipients. The Burt's Bees Holiday at Target project was one of them. As DIELINE's founder put it, "in an era where beautiful design is now considered table stakes... it takes a truly exceptional studio or designer to place at DIELINE awards." BrandFuel'll take it. Read the full features on The Dieline here and the full awards announcement here. Got a big retail moment, an event drop, or a kit (or completely custom game) that needs to actually move product off shelves? Let's make your next big, creative campaign together... Request A quote. * Contact Information * Campaign Information