There’s something about watching Siff Haider’s social media clips — where she breaks down retail strategy, trend forecasting and founder mindset — that feels like a Masterclass in building a modern wellness brand.
On Instagram Reels, she shares her POV on topics like “How To Find Initial Customers As A New Brand” and “How To Build A Viral Brand With No Marketing Budget.”
On her Dream Bigger podcast, Haider covers everything from goal setting and brand storytelling to high-performance habits, through both founder interviews and solo episodes.
What makes the advice resonate is that she speaks from lived experience. As co-founder and co-CEO of Arrae, the wellness supplement brand that surpassed $100 million in revenue last year, Haider isn’t theorizing — she’s building in real time.
Husband-and-wife duo Nish Samantray and Siff Haider founded Arrae in 2020 on one simple premise: life can be complicated, but wellness shouldn’t be.
The company generated over $1 million within its first nine months and has since grown into a nine-figure brand, built around just nine hero products across the women’s health and wellness category.
Last week, Arrae took fans on a journey through its Inositol launch with the energy and playbook of a fashion brand. During New York Fashion Week, the brand hosted a dinner in collaboration with retail partner Revolve and curated a day of treatments billed as “Arrae Day” at The Mercer Hotel.
(Borrowing from the limited-drop playbook often seen in fashion and beauty, Inositol is available exclusively through REVOLVE, FWRD and Arrae’s DTC site.)
What Haider and Samantray envisioned wasn’t just another supplement line. They set out to build a wellness brand that sits at the intersection of function and fashion — products rooted in scientific efficacy but designed to feel modern, elevated and display-worthy. It’s about efficacy-first formulations, addressing culturally relevant wellness concerns.
The women’s health and beauty supplements market alone was valued at roughly $57 billion globally in 2024 and is projected to grow to more than $77 billion by 2030, driven by demand for preventive health, hormonal balance and personalized wellness products.
As Arrae scaled from boutique retailers to Erewhon, Sprouts, and more recently Target and Ulta, it became clear that the brand occupies a distinct space in the category: blending trend intuition with clinical precision.
I joined Haider on a “Building In Public” panel at the Female Founder World Summit in October, where she said something that has lived rent-free in my mind since: “Sharing your stories as a founder on social media is only cringe until you’re successful at the thing you were considered ‘cringe’ at.”
It echoes what Gen Z might call “delusion” (or “delulu”), but Haider reframes it as aspiration paired with action.
We continued the conversation, post-panel.
“I had a poor immune system my entire life,” Haider tells me. “In high school, I was always the girl who missed school because I caught whatever was in the air. In my early 20s, I fractured a rib from a chronic cough.”
When doctors handed her codeine and no long-term plan, she hit a breaking point.
“There was really no plan to ensure that I would continue to improve my immune system. It was just, ‘Here’s some codeine. Go home.'”
Frustrated, she turned to holistic health; at the time still fringe, long before the wellness boom. She read scientific papers, books, ingredient breakdowns, eventually becoming what she calls “the witch doctor” for herself and her friends.
“I remember saying, ‘I can’t believe a wellness brand doesn’t exist that has products for the issues everyone complains about. Something beautiful and exciting to use, but that actually does what it says it’s going to do.'”
That became Arrae: targeted solutions for life’s unsexy problems.
The brand launched in March 2020 with two products — Bloat and Calm — just as the world shut down.
“We had no idea what was going to happen operationally,” she says. “We didn’t even know if packages would make it to customers.”
But as consumers stayed home, Arrae’s positioning resonated.
From Wedding Money To $1M In Under A Year
The brand’s early growth was intentional, even though they both ran the company with their full-time careers still in motion: Haider as a content creator and influencer, Samantray in fintech.
“We always said that once we hit a million dollars in revenue, that would be the moment we’d both go all in.”
That happened by December 2020, less than a year after launch, when the company hit $1 million in revenue, without raising capital.
They had bootstrapped the business using their own savings, including money originally set aside for their wedding.
“We used our own money because we wanted proof of concept and to do it scrappily,” Haider says. “We didn’t want to take external capital just to launch.”
For the couple, the decision was symbolic.
“Our focus was always our marriage and being together. The wedding wasn’t something either of us really needed, but we were passionate about starting a business. Putting that money into Arrae felt right. It was a celebration of our relationship — and it worked.”
Today, Arrae remains DTC-led but has aggressively scaled retail. The brand launched nationwide at Sprouts in August 2025, where it became the top-selling women’s supplement in the innovation center and on end caps. In October 2025, Arrae expanded into Target nationwide with dedicated end caps. In early 2026, the brand rolled out into Ulta.
Year-to-date growth has exceeded 460%.
The expansion wasn’t accidental.
“We’ve always approached retail as a step ladder,” Haider explains. “Retail is hard. You have to sell off the shelves and you have to be operationally prepared.”
Target was always the North Star, but it was never rushed.
“I lead brand and marketing. Nish leads operations and retail strategy. Product development is something we do together. For big decisions, we both have to agree.”
That internal discipline shows up externally.
“Unless a product is best in class, we don’t release it. We’ll take as long as we need in R&D.” The standard: excellence or nothing
At one point, the founders developed a product, manufactured units, and ultimately decided not to launch it because it didn’t align with their long-term brand story.
“That was a short-term sacrifice for the long-term game.”
“Product development is data plus intuition,” Haider shares. “Innovation doesn’t always have data yet. I observe patterns – what’s happening in culture, in the zeitgeist – and we go from there.”
Wellness, she explains, does not exist in a silo. It reflects cultural shifts, and her philosophy extends to marketing.
“Everyone is an influencer. We treat customers the same as VIPs. TikTok has democratized influence completely.”
Haider’s mantra: “Take the biggest risk possible that doesn’t kick you out of the game.”
It’s a line she repeats often: on her podcast, in interviews, and in conversation.
It’s also how Arrae scaled from two SKUs to a nine-figure brand with just nine hero products — and how it continues pursuing a high-growth, multi-year retail expansion strategy designed to drive market share through 2026 – and beyond.
