The Period Brand That Won $1.5M in Pitch Contests

Scarlet by RedDrop, co-founded by Dana Roberts and Dr. Monica Williams, aims to provide period products and education for school-age girls, emphasizing a positive and desexualized experience. Validating their idea involved hand-to-hand sales and direct customer feedback, revealing that customers valued the product's size and preparation. They initially struggled with marketing, especially after iOS updates impacted ad performance, and faced challenges with agencies that didn't align with their brand. A turning point came when they won a million-dollar grant from Pharrell Williams, which allowed them to revamp their marketing and overall approach. They also discuss rebranding from RedDrop to Scarlet, guided by Ulta's advice, and highlight the importance of a "big sister" tone in their marketing to avoid shaming moms.