Female Founder World What Made Arrae Blow Up? (ft Siff Haider)
Dec 1, 2025
Siff Haider, co-founder and co-CEO of Arrae, shares insights into her viral wellness brand known for its targeted supplements like the bloat product that took TikTok by storm. She discusses the journey from bootstrapping with wedding savings to achieving nine-figure revenues and partnerships with retailers like Target. Siff highlights the importance of grassroots marketing and the strategic use of celebrity collaborations, particularly with Pamela Anderson, to elevate brand visibility. She emphasizes building trust through founder-led initiatives and watches emerging wellness trends closely.
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Bootstrapped Launch From Personal Savings
- Siff and Nish launched Arrae after two years of development and officially in March 2020.
- They both went full-time by November after hitting a $1M revenue goal funded largely from wedding savings.
Set A Revenue Threshold Before Quitting
- Don't feel obligated to quit immediately; keep income until the business proves itself.
- Set a concrete revenue milestone (they used $1M) as the trigger to go full-time.
Credibility Beats Hype For Ingestibles
- Positioning and credibility mattered more than flashy launches for an ingestible product.
- They gifted experts and practitioners to build trust before leaning on broader influencer exposure.
