If you tried to buy supplements from Rae Wellness in late 2023 or 2024, you might have noticed… nothing was available. For months, their most loyal customers saw out-of-stock labels everywhere. It’s fair if you wondered: Is Rae Wellness going out of business? Here’s what actually happened and what’s on deck for the Minnesota-born brand.
How Rae Wellness Got Started
Rae Wellness isn’t an old company, but it made waves quickly. The brand launched in 2019, focusing specifically on women’s supplements things like probiotics, multivitamins, and hormone support. The founder, Angie Tebbe, wanted to make high-quality wellness accessible without huge markups.
Products landed in big-name retailers and the wellness brand caught on with younger shoppers. By 2022, a lot of people considered Rae a staple for straightforward daily vitamins.
2023 Brings Unexpected Roadblocks
But things shifted in 2023. The year started out promising, but then Rae Wellness ran into a series of fairly public setbacks that almost shut it down for good.
The main issue happened with a large retailer rollout. The company had lined up a big in-store launch except, due to some execution errors, their products never actually made it to store shelves. Major partners were expecting fresh inventory, customers were looking for new stock, and nothing showed up. That one misstep caused a cascade of disruptions throughout the rest of their supply chain.
If you’ve ever tried running a small business, you know that one mistake with a big retailer can set off months of problems. Cash flow stumbles, and future plans stall out. That was true at Rae.
There was another contributor: investor tension. The company had brought in outside capital, but investors apparently wanted faster growth than the team felt was realistic. Instead of sustainable scaling, they were being pressured to chase bigger numbers, which just made the operational mess even harder to handle.
A Bold Pause: Rae Wellness Steps Back
By the end of 2023, things came to a head. Rae Wellness chose to pull back and pause business entirely for two years. Angie Tebbe said it was the only way to avoid compromising product quality or burning through dwindling resources.
For shoppers, this meant empty virtual shelves and lots of confusion. Some thought Rae was done for good. But others weren’t ready to walk away. Thousands of customers emailed to ask when they could restock their daily capsules and powders. The brand’s website kept getting visits and reviews, even though it didn’t have any products to sell.
In some ways, the pause made people realize how much they depended on Rae’s line-up. Usually, when a brand goes dark, shoppers just move on. But here, regulars kept reaching out. That steady drumbeat of demand made a difference.
Why the Hiatus Didn’t Mean the End
It turns out, stopping operations didn’t mean Rae Wellness was folding. The pause was actually a timeout to regroup, rethink, and decide if the company had a future.
For two years, nothing went up for sale. Behind the scenes, though, Rae wasn’t dead. Tebbe wasn’t giving up. She used the break to sort out the business’s core problems, rethink partnerships, and look at what had actually gone wrong.
That kind of reset is tough, especially when outside investors want answers now. But the Rae team stuck it out, encouraged by steady fan mail and web traffic from loyal customers.
Ready to Relaunch: Rae Wellness Returns in 2025
By spring 2025, Rae Wellness quietly began surfacing again online. No big flash, just a simple announcement: Rae was coming back, starting with a presale right on their own website.
Instead of rolling out dozens of new products or jumping straight back into retailers, Rae started small. They launched with eight core favorites the bestsellers customers had emailed about, like their Pre + Probiotic Capsules and Multivitamin Capsules. This way, they could gauge demand and stay in control of their supply chain.
For a lot of shoppers, this was exactly what they’d been waiting for. The presale signaled Rae was listening to its base after a long absence. It also let the company bring in revenue and test their rebuilt processes before getting bigger.
Changes Behind the Scenes: Better Operations All Around
A two-year break can sound risky, but for Rae Wellness, it ended up being a chance to improve things that had gone sideways.
One big update was inventory management. Previously, the company was often scrambling to meet demand or plugging holes as products sold out. Now, they’ve lined up multi-month rolling inventory so they can fill orders more reliably.
Rae also built backup plans for manufacturing. If one plant ran into bottlenecks, they wouldn’t be left empty-handed. Multiple partnerships mean less chaos if supply chain headaches crop up again.
Another change: being pickier about retail and marketing partners. During the first run, Rae said yes to big offers that seemed exciting in the moment. This time, they’re only teaming up with shops and agencies that fit the brand (and, ideally, understand the slow-but-steady approach).
These shifts might sound nerdy, but if you’ve ever stocked a product or run a small business, you get it. Being lean and careful beats saying yes to every flashy opportunity.
Planning for Growth But at a Different Pace
Ask Angie Tebbe now, and she’ll tell you Rae Wellness is focused on sustainable expansion. That means not just chasing top-line numbers, but keeping quality steady and making sure supply lines are in order.
In the coming year, Rae doesn’t plan to dump all their products back into every retailer at once. Instead, they’re aiming for a careful, phased return to omnichannel sales. That means products should eventually be available both online and in select physical stores, but only when the company feels ready to handle logistics and demand.
Tebbe even said, “We do have the resources to invest for the long term.” That’s not something you’d hear if they were trying to wind down. Instead, it sounds like a founder who learned the hard way and doesn’t want to trip on the same stones twice.
What This Means for Rae Wellness Customers
If you’ve been wondering, “Is Rae Wellness going out of business?” the short answer is: no, not at all. The company hit pause for a while. They needed the break to regroup and fix things that nearly broke them.
Now, Rae Wellness is back and prioritizing the products people asked for most. Expect more measured launches over the next year rather than an overnight blitz on every store shelf. The focus is clearly on getting things right not just getting big.
If you’re a supplement shopper who values consistency and transparency, that’s probably good news. No one wants to fall in love with a product, only to see it vanish without explanation. Rae Wellness had a rough patch, but they didn’t disappear forever.
New business stories like this crop up pretty often especially in the supplement world. You can find more on brands navigating pivots after tough years on sites like United Business Mag, which covers how companies rebound or rethink their strategies when things go sideways.
Can a Two-Year Pause Help a Brand Grow?
Business school advice usually says never to disappear on your customers. But every now and then, pausing can let a company actually fix what matters, instead of faking progress for press releases.
During those two years, Rae Wellness stayed honest. They didn’t try to quietly sneak back into stores or fudge the details. Instead, they used their down time to rebuild. That matters more to people than a slick rebrand or apology ad campaign.
If anything, the hiatus showed that real customer connection can outlast operations glitches especially when your base actually likes the product and the company makes changes based on real feedback.
The Bottom Line: Not Out of Business, Just Smarter Than Before
So no, Rae Wellness isn’t going out of business. The headlines might have hinted at it but the full story is more about a brand that hit pause, listened, and fixed its foundation.
Their relaunch in 2025 is small by design, with a smarter approach to inventory, manufacturing, and partnerships. If all goes well, you’ll see more of their products around soon in stores and online, but at a pace that the team can actually keep up with.
For now, it’s a fresh start. The Rae Wellness team is betting on slow growth, trusted products, and a closer connection with shoppers than they had before. And honestly, that kind of comeback might be just what the supplement industry needs right now.
