Rif Care

Rif Care is a wellness company that produces menstrual care products made from hemp fiber and organic cotton. Its catalog includes pads with wings in regular, super and long/night absorbencies, applicator and non-applicator organic cotton tampons, thong panty liners, leakproof period underwear and boxers, postpartum and period sleep sets, multipack bundles, and accessories such as drawstring bags, a keepsake box and gift cards. Products are sold individually and on a subscription basis, with prices for core items generally ranging from roughly $5.99 for liners to $55.00 for a sleep set. The company also publishes free educational content, including an eBook and blog articles on menstrual and reproductive health topics such as PMS, PCOS and fertility.

The company positions its products around materials claims: no pesticides, chemicals or bleach; bio-based materials; PFA-free period underwear; and support for regenerative farming practices. It states that hemp is naturally antibacterial, highly absorbent and requires less land and water to grow. Rif Care describes itself as a 100% BIPOC women-owned small business and says purchases support lowering its carbon footprint and donating products to women who have experienced homelessness or domestic violence.

Founding story

Co-founder Val Emanuel began exploring organic personal care after a holistic doctor confirmed she had a hormone imbalance, prompting her to remove products she considered toxic from her routine. Finding few high-quality, biodegradable and innovative period care options, she set out to make disposable period products from hemp fiber despite factories repeatedly telling her it was not possible. In 2021 she launched a crowdfunding campaign, and childhood best friend Rebecca Caputo — who had also experienced hormone imbalance and infertility — began helping and joined as co-founder in early 2022, bringing a science background. Both founders are Los Angeles natives.

Business model

Direct-to-consumer sales of disposable and reusable menstrual care products through the company's own e-commerce site, including a subscription option, alongside wholesale distribution into physical retail and online marketplaces.

Product sales, both one-off purchases and bundles and a subscription offering, with free shipping on orders over $40; gift cards are also sold.

Traction

The company reports more than 20,000 customers and an average product rating of 4.9 out of 5. Roughly ten months after launch it was in over 100 stores across 13 states, was available on Target.com, and was stocked at Erewhon.

Latest developments

Product line expansion into leakproof period and postpartum apparel, including the Venice period and postpartum sleep set, the Venice Shorties leakproof boxers and an organic cotton camisole with built-in bra, plus limited-edition tampon and liner bundles. The company continues to publish educational blog content on menstrual and reproductive health.