Brand Study › Beauty-from-within › Arrae

Arrae

Targeted supplements for women's 'unsexy problems' (bloating, metabolism, gut, hormones, sleep, hair), sold by subscription DTC, on Amazon and TikTok Shop, and in Target and Ulta.

Beauty-from-withinstudyFit: BI-SU ✓Live Meta ads: ~1,100Seen 2026-09-30arrae.com ↗

Arrae on a phone, first screen — **First screen** on a phone, as a new visitor sees it (Sep 30, 2026; cookie banner declined)

Arrae homepage, scrolled — **Scroll** — the top of the homepage, pop-ups hidden

Live Meta ads today

~1,100own page 1,100 · US, Sep 30

Revenue

'On track to do over $100 million' (about 5 years after launch)¹2025-11

Early revenue

$4,000 (month 1), $8,000 (month 2), $40,000 (month 3), $1M by month 8¹2020

Team

About 30 people while making 'tens of millions' in annual revenue¹2025-11

Hero product: Arrae Bloat (capsules). Bloat Gummies are the gummy version.^4,5,6,8

FormatCapsules. Take 2 whenever you feel bloated, or daily. Ginger (220mg) + a 1,080mg blend of dandelion root, lemon balm, peppermint, bromelain and slippery elm. Claim: 'debloat in under 1 hour'.

One-time$55 (1 jar). Bloat Gummies $45. Mini Bloat $29 (compare-at $45).

Subscription1-month plan: 20% off the first order, then 10% off. 3-month plan ($165 list): 30% off the first order ($115.50), then 20% off. The product page opens with the 3-month plan already selected. Free shipping on subscriptions. Runs on Recharge.

Other offers'Unlock your mystery discount' pop-up (name + email + phone). Outcome bundles: Trim & Burn (MB-1 + Bloat Gummies, $99 vs $111), Lean & Define, Sculpt & Glow. 'Stack & Save' cross-sell. Free gifts with purchase (Bloat mini, Tribiotic mini, mystery gift, a partner-brand Kosas lip product). Free shipping over $100 (US/CA).

Guarantee30-day 'happiness guarantee': one opened jar per order is fully refundable with no need to send it back. It can be used only once per customer, and only for website orders. Sealed products can be returned (minus the label cost).

FoundedMarch 2020 in Toronto, by the husband-and-wife team Siff (Siffat) Haider and Nish (Nishant) Samantray, in a 400-square-foot apartment. They later moved to Los Angeles.^1,2,3

FundingSelf-funded with their wedding savings. Smart Marketer says the brand grew to nine figures 'without outside funding'.^1,3

Founders' rolesSiff: creative direction and storytelling. She hosts 'The Dream Bigger Podcast'. Nish: co-founder and CEO, a former tech product manager and software engineer who runs tech and operations.^1,3

First product(s)Smart Marketer says one product (Bloat) and one channel (influencers). The About page and the founders' podcast say they launched with two products (Bloat and Calm).^1,2,3

Line todayBloat (capsules + gummies), MB-1 / MB-1 Max / MB-1 45+, Tone creatine gummies, Clear Protein+, Hair Protein (new), Inositol, Tribiotic, Magnesium, Constipation, Sleep, Calm, plus bundles^5,6

Positioning'Targeted Supplements for Unsexy Problems' and 'Where Science Meets Chic'. Women-focused.^4,6

Partners and agenciesSmart Marketer Agency (paid social, per Smart Marketer). New Engen with Donut Studios (Tone launch, Q1 2025).^1,13

CollabsThe Skinny Confidential (Le Depuff, 2023), an Erewhon smoothie (LA), Pamela Anderson (MB-1 45+, 2025), celebrity hairstylist Chris Appleton (Hair Protein, 2026)^2,9,16

Their system how they get and keep customers

Ads^{1,11,12,13,16}

A very high number of Meta ads, mostly UGC and creator testimonials, with bold hooks about one visible body result. Its winning ads keep running for a long time.

Meta (Motion library snapshot, about mid-2026): 830 active ads, about 69 new creatives per week. Formats: Headline 16%, Yapper 10%, Demo 10%. Hooks: 'debloat in under an hour', travel, date night, bikini season, and Clear Protein as 'the missing link on your GLP-1 journey'.
Ad survival study (Evolut agency: 500 Meta ads from 50 supplement brands, Kaplan-Meier + Cox models, AG1 as the benchmark): Arrae had a 67% lower risk of an ad being turned off on any given day vs AG1. Its longest-running UGC ad ran 496 days.
Tone launch (Q1 2025, New Engen + Donut Studios): the headline 'Not Your Boyfriend's Creatine' spoke to women's fear of bloating from creatine. Results: +11% ROAS, +19% CTR, and Tone ads made 31% of the quarter's revenue with 28% of the media spend.
Between $5M and $25M in revenue they hired specialists (media buying, creative production, copywriting), and moved from influencers to paid social, conversion optimisation and heavy creative testing.
Brand rule, per Nish: never run an ad that breaks the brand voice, even if it converts better. The creative should look as good as the packaging. 'Direct response gets the sale. Brand makes people feel.'
Launch moments use famous faces: Victoria's Secret models for Tone (per Smart Marketer), and Pamela Anderson for MB-1 45+ with a Prince Street subway takeover in NYC (the press release says it reaches 10+ million women commuters).

Landing pages & funnel^4,6,10

Shop by goal, a 2-step 'routine' finder, and outcome bundles. Product pages are built around one fast result plus survey-style stats.

Homepage headline: 'Targeted Supplements for Unsexy Problems'. Shop by goal: metabolic, fitness, gut, hormonal, sleep and mood, hair/skin/beauty.
'Find your routine' on the homepage: step 1, pick a goal; step 2, pick what matters most. It then builds a routine with an 'Add all to cart' button.
Bloat product page: 'debloat in under 1 hour', '77% reported improvements in digestion symptoms' within 1-2 hours, '71% reported feeling less gaseous', a comparison table vs 'other debloating supplements', 3,374 reviews at 4.86, and 'Loved by over 1M+ customers'.
Review quotes use the brand voice (for example 'Hot girls have stomach problems...'). The copy is playful and fits the 'chic' look.
The product page opens with the 3-month subscription selected ($115.50 instead of $165).
Science page: '100% batches tested', '500+ ingredients evaluated', '2+ years development', plus ingredient studies shown as charts.

Offer & subscription^5,6,7,8,16

A big discount on the first subscription order that steps down later, plus a cash-back loyalty program tied to how much you spend on subscriptions.

Discounts: 1-month plan 20% off the first order, then 10%. 3-month plan 30% off the first order, then 20%. Some products also have 2- and 6-month plans.
Loyalty tiers by subscription spend: 2% 'Arrae cash' on each renewal (active subscriber), 5% at $150 (+ $5 gift), 7% at $300 (+ $10 gift), plus discounts from partner brands. The line: 'consistency is sexy'.
Subscription perks: free shipping, pause, cancel or swap products in the dashboard, and use your credits on the next order.
A catalog of free gifts with purchase, including other brands' products (a Kosas lip product; Pamela Anderson's Sonsie serum for the first 100 MB-1 45+ buyers).
A low-risk trial: one opened jar refunded without returning it (once per customer).

Creators & ambassadors^{1,2,3,9,15,16}

They started with gifted influencers and personal touches, then paid creators, then TikTok Shop affiliates. Famous names are used for big launches.

The launch came from one post by one of Siff's influencer friends: $4,000 in month 1, $8,000 in month 2, $40,000 in month 3, and $1M in revenue by month 8.
Their steps with creators: gifted product, then heartfelt messages and 'gratitude videos', then paid collaborations.
PR boxes had handwritten notes and Polaroid photos. Early orders were packed by hand with personal Polaroids.
TikTok Shop affiliates get what Nish calls 'a very attractive commission'. The top creator made $100,000 in one month (April 2025).
Brand partners and celebrities: The Skinny Confidential, Erewhon, Pamela Anderson, Chris Appleton (Hair Protein), and Flamingo Estate 'farm boxes' sent to influencers.
Owned media: community pop-ups and live podcasts (2024). Siff also hosts her own podcast.

Channels^{1,2,3,8,14,18}

Channels were added in stages: influencers, then paid social + DTC, then TikTok Shop, Amazon and retail. A new channel is added only when it can make a profit.

Stage rule, per Nish: from $25M+ they spread into more channels, but only when each one could be profitable. 'Not every business is supposed to be huge on every platform.'
TikTok Shop: it became the top-selling supplement brand there, with $1.5M in one month ($1M of it in one week). Nish later said it was not sustainable: 'margins were thin, the AOV was low, and customer loyalty didn't exist'.
TikTok's own case study (GMV Max): +75% purchases, +25% ROI, 17% better CPA.
Retail: Target nationwide (Smart Marketer says 2024; the About page says 2025 with 2,000+ Target stores), with 5 months in a row of endcaps and an $8M inventory investment. Also Ulta, Sprouts and GNC. Target named Arrae in its Jan 2026 wellness expansion.
Other stockists listed on the founders' podcast page: Amazon, Walmart, Vitamin Shoppe, Erewhon and Revolve.
The site ships to about 30 countries and shows prices in 6 currencies.

Retention^1,2,6,7

Cash-back loyalty on subscriptions, subscriptions where you can swap products, and routines and bundles that raise the number of products per customer.

Arrae cash on every renewal, with higher tiers at $150 and $300 of subscription spend.
Products can be swapped inside the subscription, so a customer can change products without cancelling.
Bundles and the 'routine' builder move people from one product to several (for example Lean & Define shows 8,906 reviews).
Frequent launches for the same customer base: Tone (creatine), MB-1 45+, Clear Protein+, Hair Protein. The Tone launch alone did $1M on day one and raised company revenue 30%.
Community events: pop-ups and live podcasts.

All the numbers as reported by each source, with its date — ad counts from Motion are an older snapshot than the live count above

What	Number	Date
Revenue	'On track to do over $100 million' (about 5 years after launch)¹	2025-11
Early revenue	$4,000 (month 1), $8,000 (month 2), $40,000 (month 3), $1M by month 8¹	2020
Team	About 30 people while making 'tens of millions' in annual revenue¹	2025-11
Tone launch	$1M in sales on day one. Company revenue went up 30%.¹	2025
Tone paid ads	+11% ROAS, +19% CTR. Tone ads were 31% of quarterly revenue on 28% of spend.¹³	Q1 2025
TikTok Shop	$1.5M in one month ($1M in one week). In April 2025 it was projected to reach $50M in TikTok Shop revenue by the end of 2025.^1,15	2025
Target	$8M inventory investment and 5 months in a row of endcaps. 2,000+ Target stores per the About page.^1,2	2024-2025
Meta ads	830 active ads, about 69 new creatives per week¹²	about 2026-05 (Motion snapshot)
Ad survival	67% lower daily risk of an ad being turned off vs AG1. Longest UGC ad: 496 days.¹¹	2025-08
Customers	'Loved by over 1M+ customers' (Bloat page)⁴	2026-09-30 (site)
Bloat reviews	3,374 reviews, rated 4.86/5⁴	2026-09-30 (site)
Price	Bloat $55 one-time. $115.50 for the first 3-month subscription order ($165 list).^4,5	2026-09-30

What makes them different

Focus first, then specialise: one hero product and one channel up to about $5M, then specialists. A channel is added only if it is profitable. They pulled back from TikTok Shop despite its size.

Ads that last: a small set of strong angles runs for a long time (67% lower daily risk of being turned off than AG1, a 496-day UGC ad), while about 69 new creatives a week are still being tested.

An offer built for the first order and then for loyalty: 30% off the first subscription order, stepping down to 20%, plus cash-back tiers and free gifts from partner brands.

A clear, playful women-only voice ('Unsexy Problems', 'consistency is sexy', 'Not Your Boyfriend's Creatine') tied to one specific pain for each product.

What we could add copy the structure, never their assets or claims

For MIRANEST

Keep one hero product and one hero problem (Alopecia X / coat loss in Pomeranians) in most ads, the way Arrae did with Bloat. Test many hooks around that one visible result, but only use promises our own data supports (no 'in 1 hour' style speed claims).
Track ad age as a success metric: find owner UGC and B/A videos that keep running, and make new versions of them instead of replacing them.
Add a front-loaded subscription offer: a bigger discount on the first order that then steps down (for example 25% first, then 15%). Keep the free gift on the first order only.
Add a 2-step 'Find your dog's routine' selector (problem, then priority) that ends with 'Add all to cart'.
Add a creator gifting flow with a personal touch: a handwritten card and a printed photo of their dog. Turn the best gifted creators into paid partners.
Add an outcome-named bundle (for example a coat + skin set) and a small cash-back reward for subscribers who stay 3+ months.
Add a simple comparison table on the product page ('MIRANEST vs typical coat supplements') using only facts we can prove.

For BI-SU

Arrae launched Hair Protein with celebrity hairstylist Chris Appleton. BI-SU could launch with a named beauty expert (facialist or hair stylist) who has a real role.
Add free gifts from premium partner brands (Arrae uses Kosas and Sonsie). A luxury skincare mini would fit BI-SU's look.
Add experience collaborations like Arrae's Erewhon smoothie and Flamingo Estate boxes: for example a high-end cafe or spa collab, and curated boxes for creators.
Add a life-stage version or message for women 45+, like MB-1 45+ with Pamela Anderson.
A front-loaded subscription discount + cash-back tiers fit a daily jelly ritual.
Do not copy Arrae's loud voice ('Hot girls have stomach problems'). It does not fit BI-SU's luxury, minimal, clean register. Copy the structure, not the tone.

Watch out

Speed and weight claims are risky: 'debloat in under 1 hour', MB-1 promoted as a 'faux-zempic' alternative, and GLP-1 tie-ins. In 2024 a registered dietitian criticised Arrae claims such as 'clinically proven' (only the ingredients were studied), 'boosting your metabolic rate by 500%' and 'kills anxiety for good'.
The Bloat stats (77%, 71%) come from a Citruslabs study. The Citruslabs page shows satisfaction numbers (83%, 86%) but gives no sample size and says nothing about a placebo.
Weight-loss charts on the science page are ingredient studies (for example CQR-300 + IGOB131, about 12% body-weight loss in 10 weeks). They are labelled 'Based on individual ingredient research', not studies of Arrae's own products.
The main growth story comes from Smart Marketer, whose agency works with Arrae. Treat its numbers as the founder's story, not audited figures.
Retail is expensive: an $8M inventory investment for Target, and Nish says retail 'completely changes your P&L'.
TikTok Shop growth did not last (low AOV, thin margins, no loyalty).

Where to look

Website ↗Meta Ad Library — Arrae page (live ads) ↗Motion creative library (Meta ad breakdown) ↗Hero product page (Bloat) ↗Hair Protein page (hair angle) ↗Loyalty program ↗Evolut ad survival report ↗New Engen Tone case study ↗TikTok for Business case study ↗Target brand page ↗

Open questions not verified yet — for the deep research

Actual revenue for 2025 and 2026, profit, and the split between DTC, Amazon, TikTok Shop and retail. '$100M' is an 'on track' statement from Nov 2025.
Did they launch with 1 product (Bloat, per Smart Marketer) or 2 (Bloat + Calm, per the About page and the founders' podcast)?
When did Target go nationwide: 2024 (Smart Marketer) or 2025 (About page, 2,000+ stores)?
Real TikTok Shop revenue in 2025 vs the $50M projection made in April 2025.
Creator and affiliate commission rates, and how the gifting-to-paid program is run.
Subscriber share, retention and churn numbers.
Design of the Citruslabs Bloat study (sample size, placebo, dates).
A Forbes interview with Siff Haider (Feb 18, 2026, '$100 Million') could not be opened (blocked). It may have newer numbers.
The names of the Tone campaign models (Elsa Hosk and Jasmine Tookes appear only in search summaries we could not open).
The Evolut report date: the page shows 2025.08.27, but one fetch also showed June 2026. We need to confirm which ad window it covers.

Sources · 20

Smart Marketer: From Apartment Startup to $100M Brand: How Arrae Built a Modern DTC Powerhouse (Nish Samantray on stage with Molly Pittman; Smart Marketer's agency works with Arrae) · 2025-11-03
Arrae About Us page · seen 2026-09-30
Him & Her Show episode 369: Arrae founders (tscpodcast.com redirects here) · undated
Arrae Bloat product page · seen 2026-09-30
Arrae product catalog and subscription plan data (products.json / bloat.js) · seen 2026-09-30
Arrae homepage · seen 2026-09-30
Arrae Loyalty Program page · seen 2026-09-30
Arrae FAQs (returns, 30-day happiness guarantee, shipping) · seen 2026-09-30
Arrae Hair Protein product page · seen 2026-09-30
Arrae Science & Formulations page · seen 2026-09-30
Evolut Agency: 2025 Top Supplement Ads - Intelligence Report (Zsolt Farkas) · 2025-08-27
Motion creative library: Arrae paid social creative strategy · snapshot about 2026-05 ('refreshed 4 months ago' on 2026-09-30)
New Engen case study: arrae lifts ROAS +11% with women-first creatine launch · Q1 2025 campaign
TikTok for Business case study: Arrae (GMV Max) · undated
Glossy Pop newsletter: Wellness brands are winning on TikTok Shop, for now · 2025-04-11
Business Wire (via Yahoo Finance): Pamela Anderson Partners With arrae to Redefine How Women Navigate Midlife Wellness · 2025-09-22
Athletech News: Pamela Anderson Ventures Into Midlife Wellness With Arrae · 2025-09-22
Target press release: Target Launches a New Era in Wellness · 2026-01-07
Citruslabs: Arrae Calm + Bloat study results · undated
Abby Langer Nutrition (registered dietitian): Arrae MB-1 and Arrae Bloat Review · 2024-06-26

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Profile researched 2026-09-30 from the brand’s own site and product pages, company filings and press releases, founder/CMO interviews, vendor case studies and trade press — every point links to its source; agency/blog teardowns are marked as weaker; anything unconfirmed is under Open questions. Live ad count: Meta Ad Library, United States, active ads on the brand’s own page(s), counted 2026-09-30. Phone captures: iPhone-size browser, 2026-09-30. Notes: fuma-hk/research/brand-study/arrae.json