Women First: Angie Tebbe on Creating Rae Wellness

Rae Wellness Founder Angie Tebbe isn’t a stranger to wellness, growing up in a holistic household where reiki and meditation were familiar concepts. But after a long corporate career, she found herself returning to her roots, a journey that led to Rae Wellness. We sat down with Angie to talk about Rae and the brand’s mission to stand for well-being for all.

“Women are gamechangers. And the one thing we generally have in common is that because of our busy lifestyle, we’re not taking care of ourselves as well as we should.”

We’d love to hear about your background and how you came to work in the wellness industry.
Two years ago, I had a wonderful corporate career, two beautiful toddlers at home, and a very full life. However, my wellbeing was continuing to decrease on the priority list. I had an opportunity to think about what wellness meant to me personally and professionally, and how I could bring that together as my next chapter. You see, I grew up in a very holistic household – my mom was a nurse, and my father was into reiki, homeopathy, and meditation. So, to honor what I knew so well, I left my corporate life in pursuit of my own wellbeing.  As I sought to take better care of myself through supplements, I found one of two things. First, for the quality women deserve, there was nothing in the market for the price I was willing to pay – it was all expensive. Secondly, those supplements that did exist at the price point I was willing to pay, were either not made for women or were chock full of sugar, usually in a gummy format. So, I had this idea to create pure, powerful, and accessible supplements that support holistic wellness and fuel people to thrive from the inside out.

What were some of the biggest obstacles you faced while building your brand?
Some of the most difficult moments of building Rae surrounded initial fundraising. We were told “no” nearly 100 times from investors. At some moments, you ask yourself if this is really going to happen. My best moments continue to evolve and build because I am constantly amazed at how the team delivers on our mission to stand for wellbeing for all. 

Why is female leadership important to Rae’s mission?
Women are gamechangers.  And the one thing we generally have in common is that because of our busy lifestyle, we’re not taking care of ourselves as well as we should. Having an all-female leadership team allows us to walk the walk on our own wellbeing and on behalf of our community, so we can create the best product, content, and experiences.

What are common misconceptions about being a mother and CEO?
The biggest misconception is that being a CEO and a mother are mutually exclusive. The truth is one makes you better at the other.  And as a mother of two with another on the way, I can tell you that it’s not easy, but giving yourself the permission and ability to have help with both (an incredible partner to support the family or a team that is fully committed to the mission of the company) makes being a mom and a CEO attainable. What is also important is that you give yourself permission to flex a bit, depending on the day, week, or circumstance. 

Can you tell us about your work with Girls Inc.?
From day one, we partnered with Girls Inc to celebrate and live our values, and support the next generation of women. We give 5% of our revenue every day to this tremendous and diverse organization…because these girls are the future generation of women. And it is so important that we nurture them to be the strong, smart, and bold gamechangers of the future. We are so proud to be a deep partner with them – I’m on their scholarship board and advisory council to ensure we can help support them now and into the future.

How would you like to see the wellness industry change?
From an industry perspective, it has been a fascinating journey to see how health and wellbeing has become a large focus of daily life. And I am so thrilled to see that in the last few years, women have started to really put themselves on the priority list –and we are so happy to be a part of the movement in women’s wellness. The industry has continued to see an increase in less complicated wellness routines overall – and that has followed suit in supplements. 

What does success mean to you?
Success is building a sustainable business that supports women’s wellbeing now and in the future. Success is adapting to the changing needs of our consumer, and really being there for our community in the ways they need us the most. The biggest enabler is hiring a growth-minded team that is relentless in putting our consumer first. Personally, I want to be known as an authentic, courageous, and mission-driven human that has helped women shine from the inside.  

What does your morning routine look like?
Rise Early.  
I always used to find mornings stressed and rushed, until I realized how important it was to create rituals that work for you. Since becoming a CEO, I have made intentional choices about mindset and routine to make sure I show up for my family, team, and partners. I wake up at 5:45 a.m. to ensure I have a few moments to myself before my household begins to rise, beginning with my 6-year-old at 6 a.m.! I find that I am my best when I can first ground myself in gratitude, especially right now given everything going on in the world.

Don’t start with the inbox.  I recently changed my own habits and no longer check my emails in the morning, it has helped me be less reactive and more present and patient as I start my day.

Tackle important tasks early.  I minimize distractions and give myself a couple of completely uninterrupted hours to work in the morning before any meetings. I find that I’m more productive and “fresh” to tackle challenging questions or needs of the business right away. 

Best piece of advice you’ve been given?
Something I am continuing to learn every day is the power of patience –with myself, with the business, and in my personal life. To me, patience is the confidence to know that everything will work out as it should, and that building a business needs equal parts drive, resilience, and calm. Good and sustainable movements take time, and it is so important to breathe through and enjoy the journey.

Who inspires you?
Our community inspires me every day to continue to work harder for the accessibility of wellness – and the industry hasn’t begun to scratch the surface on inclusivity. This is an inspiring and important challenge that our mission is based on. And I believe that every challenge presents an opportunity to learn and grow. Challenges are my motivating force and driver to seek out the right inspiration to solve.

Favorite books?
My most recent favorite is Unleashed, by Frances Frei and Anne Morris. I devoured it in two days because it is a fresh look at unapologetic authenticity in your leadership style. It creates reflection moments to ensure you are living your natural-born gifts and empowering everyone around you.

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