213. Built to Empower: How Cherie Hoeger Is Disrupting Period Care with Purpose

The Rainmaker Family Show | Build Your Family Business

Hey Rainmakers! It’s Chelsey and Stephen here—and if you’ve ever dreamed about launching a product that changes lives and makes a global impact, you’re going to love this episode. We sat down with Cherie Hoeger, founder of Saalt, a game-changing period care company that’s shaking up the industry with sustainable, empowering products—and purpose at the core.

Cherie shares how a simple conversation with a family member in Venezuela opened her eyes to the global crisis of period poverty—and inspired her to take action. Her passion led her to launch Saalt, a B Corp that’s now found in Target, Walgreens, Amazon, and soon Walmart. With a mission to make high-quality, sustainable period care available to everyone, Saalt has donated over 130,000 products in more than 50 countries. Talk about legacy!

In this episode, we go behind the scenes on what it really takes to bring a purpose-driven product to life—how Cherie went from technical writing to launching FDA-regulated products, and why “starting from stupid” actually worked in her favor. From her trial-and-error journey to building US-based manufacturing relationships to developing industry-first technology in their period underwear, her story is full of grit, grace, and incredible innovation.

You’ll also hear how customer education played a huge role in growing the brand, why they offer real-time support with “cup coaches,” and how Cherie and her husband built a pro-family workplace—complete with an in-office preschool. Moms, if you've ever felt pulled between purpose and family, this one’s for you.

This episode is proof that you can do it differently, create a brand that reflects your values, and serve your family and the world at the same time.

Links for this episode:

Check Out Saalt & Get 10% Off: Saalt | Reusable Period Care | Period Care Simplified - https://www.saalt.com/rainmaker

Connect with us:

► Rainmaker Instagram: @therainmakerfamily

► Chelsey Instagram: @chels_diaz

► Stephen Instagram: @steezdiaz

► TikTok: @therainmakerfamily

► Facebook: @diazfamilylegacy

► Website: therainmakerfamily.com

Join Our Next Rainmaker Challenge - How To Make Passive Income From Home: https://therainmakerchallenge.com

Save On Our Favorite Things: https://rainmakerfamily.com/deals

Watch The Million Dollar Mama Case Study: https://www.makeitrainmomma.com/casestudy

Episode Minute by Minute:

• 0:00 - Meet Cherie Hoeger, Founder of Saalt
• 1:30 - The Conversation That Sparked a Global Mission
• 3:00 - What Is Period Poverty (and How Saalt Is Solving It)
• 5:00 - Cherie’s First Steps in E-commerce
• 7:00 - Building with Passion (Not Just Profits)
• 10:00 - Becoming a Certified B Corp
• 12:00 - Educating the Market Without Shame
• 16:00 - Manufacturing in the U.S. and Innovation Hurdles
• 20:00 - Launching a Second Product: What Worked (and What Didn’t)
• 24:00 - Why Customer Empathy Leads to Better Products
• 27:00 - Delight Budget + Real Human Support
• 29:00 - Work-Life Integration and Disrupting the 9-to-5
• 32:00 - The “Vital 5” and Structuring Your Life with Purpose
• 33:00 - Where to Find Saalt Products