Building SAALT: How Cherie Hoeger Turned Period Care Into a Global Mission | Episode 19

Today in The Lab, we sit down with Cherie Hoeger, CEO and co-founder of SAALT, to explore how one conversation about period poverty grew into one of the world's leading sustainable period care companies. From launching menstrual cups in 2018 to building a global brand focused on innovation, impact, and women's health, Cherie shares what it really takes to build a mission-driven business.

This conversation goes far beyond period products. Cherie opens up about entrepreneurship, branding, leadership, company culture, sustainability, and balancing motherhood with running a multimillion-dollar company. She also shares SAALT's global efforts to fight period poverty through reusable menstrual products, clean water initiatives, and education for women and girls around the world.

KEY TAKEAWAYS:

• Sustainable period care is transforming both women's health and environmental impact, offering products that are more comfortable, convenient, and accessible than many people realize.

• Mission-driven companies grow by investing in people, building a strong brand, and staying focused on long-term impact—not just short-term profits.

• Ending global period poverty requires more than donating products. It demands education, clean water access, and sustainable solutions that empower women and girls for years to come.

SHOW SUMMARY:

00:00 Entrepreneurship Myths & The MBA Misconception

01:00 Essential Business Advice for Mission-Driven Founders

01:41 Cherie’s Origin Story: Saalt’s Mission for Sustainable Period Care

03:03 Current Trends & Regulatory Shifts in Menstrual Health

04:37 Parental Guide: Normalizing Period Conversations with Daughters

06:48 Adolescent Reproductive Health: Understanding Menstrual Cycle Phases

08:34 Branding Strategy: Building a Mainstream, "Target-Worthy" Brand

10:39 The Founder’s Paradox: Scaling Beyond Daily Operations

11:43 Executive Hiring & Utilizing Professional Performance Assessments

13:31 Identifying & Leading with Your "Unique Ability"

14:42 Fostering a Purpose-Led Company Culture via Core Values

16:38 Marketing Strategy: "Edutainment" for Stigmatized Industries

18:32 Product Innovation: Menstrual Cups, Discs, and Period Underwear

22:42 Perimenopause & Postpartum: Solutions for Bladder Leaks

24:12 Global Social Impact: Linking Menstrual Health to Clean Water Access

27:06 Corporate Philanthropy: Strategy for Ending Global Period Poverty

29:59 Partnership Models for Sustainable Non-Profit Support

31:30 Environmental Sustainability: Repurposing Plastic in Textile Manufacturing

32:28 Circular Economy: Plastic Negative Certification & Waste Management

33:40 Future Forecast: Innovation in Athletic Wear & Biodegradable Materials

34:53 Lightning Round: Entrepreneurial Grit & Essential Leadership Resources

37:41 Empowering the Next Generation: Living a Deliberate Life

RESOURCES MENTIONED THIS EPISODE:

The Sexology Lab is powered by Sexual Health Alliance, a global hub for world-class certifications, cutting-edge education, and a thriving community of professionals. Many of the show's guests also share their expertise at their events.

Join them at: SexualHealthAlliance.com

Sexology Lab Practice Guide: https://www.sexologylab.com/guide

More from this episode's guest at:

• SAALT: https://saalt.com/

• SAALT Gives: https://saalt.com/pages/impact

• SAALT First Period Kit: https://saalt.com/collections/preset-bundles/products/first-period-kit-live

SUBSCRIBE AND REVIEW:

If you loved this episode, please take a moment to subscribe and leave a review! Your support helps us reach more people who need these insights.

🎙 Thanks for tuning in to The Sexology Lab. See you next week!

https://www.sexologylab.com/