By All Means

Angie Tebbe is on a mission to make vitamins cool. “I believe that if you’re going to start something from scratch, dream big,” says Tebbe, who left the Target merchant job she thought she’d retire from on a gut instinct that she should be doing something tied to wellness. Within 8 weeks of quitting, she hatched the idea for Rae Wellness, a brand of natural supplements that address big issues including stress, sex, skin, sleep, and digestion. The target market is women like herself in their 20s and 30s. “We’re all about the psychographic: I’m not putting myself on the priority list because I want to conquer the world.” Tebbe identified a white space in the supplement market between very expensive products aimed at the “One percent” and lower end, sugar-laden vitamins that were not aimed at women. Her goal was to make lives better, in an easy, accessible manner, for as many women as possible. “I have always thought of brands and companies, those that soar and succeed are mission based,” Tebbe says. “It