How subscriptions became the backbone of Arrae’s $100M business

Arrae makes science-backed supplements for what the brand calls “unsexy problems” — bloating, gut health, hormonal imbalances, and metabolism. From two products in 2020 to ten-plus SKUs and $100M in revenue, with 460%+ year-to-date growth across DTC and retail, the brand has built a loyal following around the idea that your wellness routine doesn’t have to stay in the medicine cabinet. 

Challenge

Scaling fast creates a specific challenge for subscription programs: what works at two products doesn’t translate perfectly to ten, and what works on one channel doesn’t automatically hold as you expand. As Arrae grew its catalog and reach, the subscription program had to evolve without losing what made it special. More product categories meant different subscriber behaviors. More channels meant a more complicated path from first purchase to long-term relationship. That required a program sophisticated enough to keep pace and earn its keep.

“

We treat our subscribers differently. They are extremely high-value customers, committing to us month over month. So we don’t want to just get them in at a discount and forget about them.”

Kendall Singer CookHead of Ecommerce & Retention, Arrae

Solution

As the business scaled, Arrae evolved the program deliberately — adding structure where complexity created friction, protecting what kept subscribers loyal.

Over time, the team moved away from a sprawling mix of delivery cadences toward a cleaner 1-month and 3-month framework. The 3-month option was purpose-built around product efficacy: some of Arrae’s formulas, like their metabolic health product MB-1, take about 90 days to show results. A bulk-and-save structure gives subscribers the runway to see progress before their first renewal.

Rather than leading with the deepest discount, the team focused on making the subscriptions feel safe — surfacing flexibility at the point of purchase so new customers understood upfront that they could skip, swap, or pause. The subscribers who converted under that framing were better long-term fits from the start.

Once they’ve joined, subscribers unlock perks that can’t be found anywhere else, like early access to new products, samples shipped with recurring orders, and special offers that reward loyalty like subscriber-only BFCM deals. It’s a white-glove experience reserved for the brand’s most valuable customers.

On the back end, Recharge’s Cancellation Prevention gives Arrae a structured way to save subscribers, with targeted offers tied to the reason for cancellation. The team identified Month 3 and Month 6 as the biggest churn gates and ran systematic tests at each point, offering options like a free product or a discount to find which was most effective at retaining their subscribers.

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A lot of our retention work is small actions that compound into a big impact. We work so hard to get subscribers in, and we have to make sure every single experience after checkout is just as good.”

Kendall Singer CookHead of Ecommerce & Retention, Arrae

Results

Arrae’s subscriber base is growing faster than ever, up 51% this year alone. An impressive rate for any brand, and even more encouraging when you consider it coincided with Arrae’s expansion into Target, Ulta and Amazon, signaling that retail and DTC experiences aren’t inherently in competition.

And their momentum isn’t just coming from new customers. Arrae’s continued investment in their subscriber experience and churn reduction has paid off. Their save rate has improved 36% year over year, with 45% more subscribers being retained, and average monthly churn fell 28%.

At 460%+ revenue growth this year, subscriptions remain central to how Arrae operates and how they plan to keep growing.

“

I don’t know how we could have scaled subscriptions the way we did if it weren’t for Recharge. Not only do they have the infrastructure to manage it all, but they’ve been there for us every step of the way.”

Kendall Singer CookHead of Ecommerce & Retention, Arrae