THE WHAT? South Korean retail company Shinsegae Group is reportedly set to invest in U.S. feminine care wellness brand Rael as part of its US$50 million series B funding round, according to a report by Pulse News. 

THE DETAILS Based in California, Rael was founded by three Korean women in 2017 and has since grown rapidly both on and offline. 

Shinsegae’s corporate venture capital firm Signite Partners is allegedly set to act as a new investor with a US$23 million investment. 

Rael’s corporate value was estimated at US$200 million for the new funding.

THE WHY? With K beauty maintaining its appeal, and feminine wellness shaking off its taboo stigma thanks to the likes of wellness lifestyle brands Goop and Poosh, it’s undoubtedly a lucrative investment to make.