Saalt
Saalt is a privately held, B Corp certified direct-to-consumer retailer of reusable period care products, including PFAS-free leakproof underwear, menstrual cups, and discs. Founded in 2018 in Boise, Idaho, the company sells through saalt.com to consumers across 50 countries.
- Company typePrivate
- Founded2018
- HeadquartersBoise, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Saalt does
Saalt is a privately held, B Corp certified direct-to-consumer retailer of reusable period care products headquartered in Boise, Idaho, founded in 2018 by Cherie Hoeger. The company sells leakproof period underwear, medical-grade silicone menstrual cups and discs, and supporting accessories (cleansers, washes, laundry bags, steamers, travel kits) to consumers across 50 countries via saalt.com and through the FSA Store / HSA Store marketplace. Core technology centers on a patent-pending absorbent gusset that wicks moisture and is lab-tested to be free of PFAS, combined across collections using polyamide, elastane, recycled polyester, polyurethane, TENCEL Modal, and OEKO-TEX certified cotton. The product line spans Seamless, Comfort, Cotton, Lace & Mesh, Teen, and the co-branded hanky panky+ powered by Saalt collections, with sizes from XXS to 4XL and absorbency levels from Zero to Super.
The business model is straightforward unit-level DTC e-commerce. Period underwear retails at $15-$47 per item, cups at $32, and discs at $35, with volume bundle discounts (10-20% off at 3/5/7-pack tiers), a Buy 5 Get 2 Free promotional mechanic, and HSA/FSA eligibility through the Health-E Commerce partnership. Saalt monetizes through one-time purchases and bundle SKUs rather than subscriptions; the reusable nature of cups and discs generates multi-year replacement cycles that effectively function as a slow-burn retention loop. Marketing is product-led and community-led: direct website, email capture with 10% off incentives, organic social (Facebook, Instagram, TikTok, Pinterest, YouTube), earned media in Vogue, Women's Health, Forbes, and Cosmopolitan, and a Saalt Cup Academy Facebook group for peer education.
Strategically, Saalt has leveraged three identifiable moats: (1) patent-pending gusset technology and PFAS-free certification (differentiated against the ~65% of period underwear brands that contain PFAS per Mamavation testing), (2) a published 188-participant consumer study with People Science showing a 6x higher likelihood of zero cramping with Saalt cups/discs versus tampons, and (3) brand recognition anchored in the "America's Favorite Period Underwear" consumer vote (40,000 shoppers) and the 2025 hanky panky+ co-branded collection. The company operates with 11-50 employees, has not disclosed institutional funding, and has pursued growth primarily through new product launches, partnerships (Hanky Panky, Health-E Commerce, People Science), and geographic extension rather than M&A.
Saalt firmographics
Firmographics- Name
- Saalt
- Legal name
- Saalt
- Website
- https://saalt.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Saalt is a privately held, B Corp certified direct-to-consumer retailer of reusable period care products, including PFAS-free leakproof underwear, menstrual cups, and discs. Founded in 2018 in Boise, Idaho, the company sells through saalt.com to consumers across 50 countries.
- Ownership category
- akta.pro rank
Saalt industry classification
Industry- Product category
- Reusable Feminine Hygiene
- NAICS
- Health and Personal Care Retailers (4561), Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Toilet Preparation Manufacturing (32562)
- SIC
- Women's, Misses', Children's & Infants' Undergarments (2340), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Period Underwear (CRABAIAG)
- akta.pro secondary industries
- Menstrual Pads (Reusable/Cloth) (CRABAIAB), Intimate & Personal Hygiene Washes (CRABAEAF)
Keywords
Where Saalt is headquartered
LocationHeadquarters
- HQ city
- Boise
- HQ country
- United States
- HQ region
- North America
Markets served
Saalt business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Marketing or Sales, Operations, Supply Chain, Personnel, Technology or R&D, Infrastructure
Revenue model
- Period Underwear Sales: One-time purchase model for leakproof period underwear across multiple styles (seamless, comfort, cotton, lace/mesh) and absorbency levels (zero, light, regular, heavy, super). Products priced at $15-$47 per item with volume discounts.
- Menstrual Cup and Disc Sales: One-time purchase of reusable menstrual cups ($32) and discs ($35) designed for multiple years of use, replacing disposable tampons and pads.
- Accessories and Extras: supplementary products including cup wash, intimate cleansing wipes, steamers, laundry bags, travel kits, sanitizers, and specialty items like the Period Progress Hat and Bright Girl Guide eBook.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Single Item Purchase |
| Unit Pricing | Pay-as-you-go | 3-Pack Bundle (Save 10%) |
| Unit Pricing | Pay-as-you-go | 5-Pack Bundle (Save 15%) |
| Unit Pricing | Pay-as-you-go | Promotional Bundle - Welcome to Cup/Disc Life |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels9 records
Saalt product offering
Product offeringCore offering
Saalt designs, manufactures, and sells reusable period care products direct-to-consumer through its own e-commerce storefront. Its core catalog comprises leakproof period underwear built on a patent-pending moisture-wicking gusset, medical-grade silicone menstrual cups and discs, and supporting care accessories (cleansers, wipes, detergent, laundry bags, steamers, and travel kits). Products span multiple collections (Seamless, Comfort, Cotton, Lace & Mesh, Teen, and the hanky panky+ collaboration) in sizes XXS–4XL and absorbency levels from Zero to Super.
Product overview
Saalt offers a comprehensive reusable period care platform centered around three core product lines: period underwear (Saalt Wear), menstrual cups, and menstrual discs. The period underwear line includes multiple collections (Seamless, Comfort, Cotton, Lace & Mesh, Teen, and hanky panky+ collaboration) spanning various styles (Brief, Thong, Bikini, Boyshort, High Waist, Hipster) and absorbency levels (Super, Heavy, Regular, Light, Zero). The menstrual cup product line features Saalt Cup, Saalt Soft Cup, and Saalt Teen Cup in different sizes and firmness options. Saalt Disc provides a disc alternative. Supporting accessories include the Saalt Steamer, Saalt Cup Wash, Intimate Cleansing Wipes, Mesh Laundry Bag, Detergent, Travel Kit, and various storage bags. Bundled offerings like the Teen Days of the Week 7-Pack and Welcome to the Cup/Disc Life bundle provide curated starter options. All Saalt Wear products feature proprietary patent-pending absorbent gusset technology and are not treated with PFAS chemicals.
Differentiator
Problem solved
Functional benefit
Brands
- hanky panky+: A collaboration between Saalt and Hanky Panky featuring leakproof period panties powered by Saalt's absorbent technology, combined with Hanky Panky's Signature Lace.
Products and services
- Leakproof Seamless Brief Mid-rise full-coverage period underwear with patent-pending absorbent gusset technology; 62% polyamide / 38% elastane body with 100% polyester gusset, offered in Super, Heavy, and Regular absorbency for women seeking a reusable alternative to pads and tampons.
- Leakproof Seamless Thong Thin seamless period thong with second-skin fit and patented absorbent gusset, featuring bonded seams for no visible panty lines under tight clothing; sold to women who want leakproof underwear that disappears under leggings and fitted apparel.
- Leakproof Comfort Brief Full-coverage period brief made from soft-stretch TENCEL Modal (95% Tencel Modal, 5% elastane) with Super absorbency replacing 7 pads or 10 tampons; positioned for women and postpartum consumers seeking soft, everyday leakproof comfort.
- Leakproof Mesh Hipster Hipster-style leakproof underwear made from recycled mesh fabric derived from an average of 3 post-consumer recycled plastic bottles per pair; moderate coverage with Saalt's absorbent gusset technology for eco-conscious consumers.
- Leakproof Cotton Collection Collection of period underwear made from Standard 100 OEKO-TEX certified cotton fabric, including briefs, bikinis, sleep shorts, and lace trim styles; targeted at consumers seeking breathable, biodegradable natural cotton next to the skin.
- Leakproof Lace & Mesh Collection Period underwear collection made from recycled mesh and lace, including mesh hipster, mesh thong, lace bralette, and lace trim styles; positioned as a premium, sustainable leakproof line reducing landfill and ocean-bound plastic.
- Leakproof Comfort Collection Period underwear line made from soft-stretch TENCEL Modal derived from sustainably regenerated cellulose fiber from renewable beech wood, including Comfort Brief, Thong, CloudShort, and Bikini styles; targeted at consumers prioritizing skin-sensitive, breathable comfort.
- Leakproof Seamless Collection Seamless period underwear line with second-skin fit using four-way stretch fabric and bonded seams, including Seamless Brief, Thong, Bikini, and High Waist styles; positioned for invisible wear under fitted clothing.
- Saalt Cup Medical-grade silicone menstrual cup available in Regular (30ml) and Small (25ml) sizes with air-release holes for easy removal, in Seafoam Green, Himalayan Pink, and Ocean Blue; reusable for multiple years as a sustainable alternative to tampons.
- Saalt Disc Disposable-free menstrual disc with 50ml (Regular) and 30ml (Small) capacity, worn internally at the cervix in Coastal Blue; designed as a sustainable alternative to tampons with high capacity for heavy flow.
- Saalt Soft Cup Softer, more flexible medical-grade silicone menstrual cup for beginners or users with sensitive tissues, available in Desert Blush, Mist Grey, and Mountain Iris; positioned as an easy-to-use reusable cup.
- Saalt Teen Cup Smaller medical-grade silicone menstrual cup designed for teens and young adults with 15ml capacity (1–2 tampon equivalent), in Wild Rose; positioned for first-time cup users needing appropriately sized product.
- Saalt Steamer Vaginal steamer product for feminine hygiene available in Blue Dusk, Arctic Mist, and Rose Quartz; sold as part of Saalt's cleaning and extras collection.
- Saalt Cup Wash Specialized pH-balanced gentle cleanser for cleaning silicone menstrual cups and discs; sold to cup and disc users as a complementary care product.
- Saalt Intimate Cleansing Wipes 30-count package of intimate cleansing wipes for on-the-go freshness; sold as part of the extras and accessories collection for period care users.
- Saalt Mesh Laundry Bag Delicates laundry bag sized for machine washing period underwear; protects the absorbent gusset technology during laundering for period underwear users.
- Saalt Period Underwear Detergent Specialized detergent formulated for cleaning period underwear; protects the absorbent gusset technology while removing stains and odors for period underwear owners.
- Saalt Travel Kit Convenience bundle including travel-sized wash and sanitizer for cup and disc users on the go, available in Green; positioned as portable care for traveling reusable-product users.
- Welcome to the Cup/Disc Life Bundle Comprehensive starter bundle for first-time cup and disc users, including cup, disc, travel kit, and cleansing products at a discounted bundle price (approximately 65% off combined retail).
- Teen Days of the Week 7-Pack Seven-pair variety pack of teen-specific period underwear in coordinating colors with appropriately sized absorbency; designed for younger users wanting a full week's reusable leakproof coverage.
- hanky panky+ powered by Saalt Collection Co-developed leakproof period underwear collection pairing Hanky Panky's Signature Lace with Saalt's absorbent gusset technology, available in Original Thong, French Brief, V-kini, and Boyshort styles; positioned as a premium lace-forward leakproof option sold through saalt.com.
Quantifiable outcome
- Users 6x more likely to report zero period cramping when using Saalt cups/discs vs tampons (4% baseline)
- +3 more outcomes
Companies that use Saalt
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
Saalt technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration12 records
Feature3 records
Saalt partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core, flagship and minor.
- People SciencecoreCollaborative consumer study partnership to conduct decentralized study following 188 participants across three menstrual cycles using the Chloe app. Study demonstrated health benefits of Saalt cups and discs vs tampons, showing 6x likelihood of zero cramping.
- Health-E CommercecoreParent company of FSA Store and HSA Store featuring Saalt products as part of their sustainable and eco-friendly healthcare brands spotlight during Earth Day campaigns. Products eligible for purchase with tax-free FSA and HSA funds.
- Hanky PankyflagshipSaalt partnered with Hanky Panky to launch a new collection of leakproof period panties in celebration of Women's History Month 2025. The collaboration combined Hanky Panky's Signature Lace with Saalt's absorbent technology to create hanky panky+, powered by Saalt. Products include Original Thong, French Brief, V-kini, and Boyshort styles.
- EcomBackminorIndependent third-party website and digital accessibility specialist retained to provide consultation and periodic audits for usability and digital accessibility. Prepares written reports identifying barriers and provides remediation recommendations.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Saalt competitors and assessment
Company assessmentDirect peers
- Thinx: Thinx is the category-leading period underwear brand, now owned by Kimberly-Clark. Directly comparable to Saalt across period underwear product type, target customer, DTC + retail distribution model, and premium pricing.
- Knix: Knix sells leakproof underwear, bras, and intimates including period underwear lines. Competes head-to-head with Saalt in DTC premium leakproof underwear for menstruating and bladder-leak customers.
- Cora: Cora sells organic tampons, pads, liners, and period underwear through DTC and retail channels. Comparable to Saalt as a multi-product period care brand targeting women seeking cleaner, sustainable alternatives to mainstream products.
- Diva International (DivaCup): Diva International's DivaCup is one of the most recognized reusable menstrual cups globally, directly comparable to Saalt Cup and Saalt Soft Cup in product category, target user, and reusable cup value proposition.
- The Flex Company (Flex Disc): Flex Disc is the leading disposable menstrual disc brand in the US. Directly comparable to Saalt Disc in product type, customer segment, and shift-away-from-tampons positioning.
- Ruby Love (formerly PantyProp): Ruby Love sells leakproof underwear and period apparel across DTC and retail. Competes with Saalt in the leakproof underwear category with overlapping target customer and use cases.
- Lunapads: Lunapads is a long-standing reusable period care brand offering cloth pads, period underwear, and menstrual cups. Comparable to Saalt's mission-driven, sustainable reusable period care positioning with similar DTC e-commerce model.
- Rael: Rael sells organic pads, tampons, liners, and period underwear through DTC and retail channels. Directly comparable to Saalt as a modern period care brand targeting clean ingredients and women-led wellness.
Regional players
- Modibodi: Australian-founded leakproof underwear brand offering period, postpartum, and bladder-leak products similar to Saalt. Overlapping product line and target customer but primarily serving Australia/UK markets with growing US presence.
Broad incumbents
- The Honey Pot: The Honey Pot sells feminine hygiene washes, wipes, pads, and liners across DTC and mass retail. Adjacent competitor in feminine care with overlapping natural/BPC positioning and broader category presence than Saalt.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Saalt social profiles
Digital presenceSaalt compliance and trust
Trust signalCompliance5 records
Saalt financial estimates
Financial estimateRevenue estimate
Valuation estimate
Saalt leadership team
Management profileNumber of profiles
Profiles1 record
Saalt funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Saalt M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Saalt
What does Saalt do?
Saalt designs, manufactures, and sells reusable period care products direct-to-consumer through its own e-commerce storefront. Its core catalog comprises leakproof period underwear built on a patent-pending moisture-wicking gusset, medical-grade silicone menstrual cups and discs, and supporting care accessories (cleansers, wipes, detergent, laundry bags, steamers, and travel kits). Products span multiple collections (Seamless, Comfort, Cotton, Lace & Mesh, Teen, and the hanky panky+ collaboration) in sizes XXS–4XL and absorbency levels from Zero to Super.
Is Saalt a public or private company?
Saalt is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Saalt founded?
Saalt was founded in 2018. It employs 11 to 50 people.
Where is Saalt based?
Saalt is headquartered in Boise, United States, in the North America region.
How does Saalt make money?
Three revenue lines are on record. Period Underwear Sales are the primary driver. The others are menstrual Cup and Disc Sales and accessories and Extras.
Who are Saalt's main competitors?
Direct peers on record are Thinx, Knix, Cora, Diva International (DivaCup), The Flex Company (Flex Disc), Ruby Love (formerly PantyProp), Lunapads and Rael. Modibodi is listed as a regional player. The Honey Pot is listed as a broad incumbent.
Does Saalt have an API?
No public API is recorded for Saalt.
What industry is Saalt in?
Saalt's product category is Reusable Feminine Hygiene. Its primary akta.pro industry code is CRABAIAG, Period Underwear, with a secondary code of CRABAIAB, Menstrual Pads (Reusable/Cloth). Its NAICS code is 4561 and its SIC code is 2340.