An Interview With Penny Bauder
Look for the problem: when I had that initial phone call with my aunt in Venezuela, I could have easily dismissed the lack of access to period care as a one-off, or a problem that didn’t involve me. Instead, I looked at it as a critical way to create equity globally.
As part of my series about “individuals and organizations making an important social impact”, I had the pleasure of interviewing Cherie Hoeger.
Cherie Hoeger is the co-founder and CEO of Saalt, a woman-owned period care company with the vision to make cleaner, more sustainable period care accessible to everyone. Before starting Saalt, Cherie has been an entrepreneur in multiple e-commerce ventures and worked as a technical writer with fifteen years of publication experience. She co-authored nine editions of collegiate textbooks in the field of fitness and wellness. She’s the mother of five daughters and is working to create a world where menstruation is no longer a barrier, and where gender parity affords equal opportunity for everyone to accomplish their dreams.
Thank you so much for doing this with us! Before we dig in, our readers would like to get to know you a bit. Can you tell us a bit about how you grew up?
I grew up in a large family of six kids. My mom is Argentine, and my dad is American, so we spent time living in Argentina and Brazil. The experience of living in those countries showed me real poverty for the first time and cemented my drive to do something philanthropic. My mom was also way ahead of her time and progressive and open when it came to period care. When I first got my period, she taught me how to use a tampon right away. Currently, only 2% of Latinx use inserted period products.
You are currently leading a social impact organization that is making a difference for our planet. Can you tell us a bit about what you and your organization are trying to change in our world today?
Saalt provides premium reusable menstrual cups, leakproof underwear, and other sustainable period care products, and we truly believe reusable is the future. Unlike other players in the feminine hygiene industry who offer an array of disposable products, we are committed to only offering products that are reusable and sustainable. In an era where cheap disposable products offer far more profit, we choose to stand by our commitment to sustainability and better health for our customers and our planet.
In addition, as a certified B-Corp, we promise that our products are also ethically made to perform. We commit 2% of our revenue to donate period care to regions with the most need, and fund initiatives in menstrual health, education/empowerment, and sustainability across the world.
Can you tell us the backstory about what inspired you to originally feel passionate about this cause?
Well for starters, as a woman who has five daughters, you could say I “get” period care. The idea for Saalt started with a phone call I made to my aunt in Venezuela, where pads and tampons had not been available in stores for years. I immediately thought about my own daughters — what would they do if they found themselves in the same situation? The idea that we’re so dependent on disposables started keeping me up at night, so I started working on a reusable menstrual cup prototype.
Many of us have ideas, dreams, and passions, but never manifest them. They don’t get up and just do it. But you did. Was there an “Aha Moment” that made you decide that you were actually going to step up and do it? What was that final trigger?
I think as soon as I started losing sleep over such a critical problem in our world I realized I really had something. The more research I did the more I realized how much lack of education and availability to proper menstruation care has an impact globally. On top of that, I found out that the number one type of plastic trash that is found on beaches is tampon applicators.
Many people don’t know the steps to take to start a new organization. But you did. What are some of the things or steps you took to get your project started?
If there’s one thing I have to emphasize here, it’s the amount of time, money, effort, and research it takes to develop the perfect product. We spend almost xxx years testing out different kinds of cups before finding the perfect version. Developing our groundbreaking gusset technology that is the thinnest and driest on the market also took about as long, and we continue to innovate as the needs of our wearers shift.
Can you share the most interesting story that happened to you since you began leading your company or organization?
The most interesting part about what we do is the ability to really make an impact in a big way with a series of small, sustainable choices as a company. Even our partners are industry leaders in creating positive change, like funding college scholarships for seamstresses, or providing clean water and renewable energy for communities. To date we’ve been able to donate over 30,000 cups worldwide.
Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson or take away you learned from that?
When we were first trying to get Saalt’s name out, I started joining every Facebook group I could find that mentioned periods. One group was called “The Period Drama Society.” They had an introductory question you had to answer to get added to the group–” what’s your favorite period drama story?” I knew I had the perfect story for it and detailed a time when I started my period and couldn’t find a tampon–I was walking up and down the street in Seattle trying to find a Target or a pharmacy. I was really proud of my answer and thought it was pretty funny, so you could imagine my disappointment when they didn’t add me to the group. I took a closer look and realized that the group profile picture was a picture of Jane Austen. Wrong type of period drama!
None of us can be successful without some help along the way. Did you have mentors or cheerleaders who helped you to succeed? Can you tell us a story about their influence?
I have several business mentors, but honestly my most cherished mentors come from the books I read by strong powerful females like Melinda Gates, Mother Theresa, Oprah: women who are changing the world. I haven’t met any of them personally, but I feel a personal connection through their writings that inspire me as a leader.
Are there three things the community, society, or politicians can do to help you address the root of the problem you are trying to solve?
I think if more corporations and organizations could commit to the same promises we have made that could help save our planet and empower those that live on it. If collectively, we agreed to create products that are clean and sustainably sourced, things that are designed to perform without sacrificing comfort and convenience, and products that are ethically made, we’d start to move the needle a bit towards a better future.
How would you articulate how a business can become more profitable by being more sustainable and more environmentally conscious? Can you share a story or example?
The best suggestion I can make is start your business with impact in mind. Saalt started with the idea of solving a global problem — how to create sustainable, more widely available period care products. We don’t know any other way to do things, and our business is governed by strong ethics and promises that keep us pointed in the right direction.
What are your “5 things I wish someone told me when I first started” and why. Please share a story or example for each.
Look for the problem: when I had that initial phone call with my aunt in Venezuela, I could have easily dismissed the lack of access to period care as a one-off, or a problem that didn’t involve me. Instead, I looked at it as a critical way to create equity globally.
Create the solution: what do you actually want the world to look like for yourself and future generations? Take that vision and bring it to life.
Be flexible and pivot as needed: I can’t say it enough — R&D is the key to making any successful product.
Stay curious: entrepreneurship is all about continuing to ask questions — how could this work better? How could I make a bigger impact? How can I help more people?
Remember what’s important: For me, when it really boils down to it,, this is all about making the world a better place for my five daughters. At the end of the day, I do all of this for them.
If you could tell other young people one thing about why they should consider making a positive impact on our environment or society, like you, what would you tell them?
When you’ve noticed something that seems wrong, you’ll get a nagging feeling like I did that will keep you awake at night. Don’t ignore that — it will fire your passion to keep going.
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?
Never stop dreaming. When I was in college, I used to be inside my head a lot daydreaming. I’d write down my goals, my bucket list, and all the big things I hoped to accomplish in life. Little did I know that all that dreaming would prove to be the single most vital exercise to get me to where I am today, and it can be for you too.
One of my favorite quotes from Oprah is “The biggest adventure you can take is to live the life of your dreams.”
So always dream big my friends!
Is there a person in the world, or in the US with whom you would like to have a private breakfast or lunch with, and why? He or she might just see this, especially if we tag them. 🙂
Growing up, I always knew I wanted to make a notable difference in the world. I remember reading Mother Theresa’s biography and thinking that I wanted to be just like her. I’ve since found that the greatest potential for impact comes by empowering others through education, and women and girls as a global demographic have the largest strides to gain. Female philanthropists like Melinda Gates & Sheryl WuDunn are my heroes for the incredible work they’ve done in women’s empowerment and advocacy.
How can our readers follow you online?
The best place to find us is on our website, www.saaltco.com. Our products are also carried in several major retailers including Nordstrom, Madewell, Anthropologie, and Target. You can also check out our Instagram page here.
This was very meaningful, thank you so much. We wish you only continued success on your great work!
Social Impact Heroes: Why & How Cherie Hoeger of Saalt Is Helping To Change Our World was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.