Model, entrepreneur, and eco-conscious CEO Val Emanuel has always been passionate about clean living. When a severe hormone imbalance forced her to reexamine her period care, everything changed. She joined forces with her best friend, scientist Rebecca Caputo, and what they discovered was alarming: a landmark study revealed a single traditional tampon can shed up to 17 billion nanoplastic particles directly into the body.
Motivated by science and Rebecca’s own struggle with infertility, they began to connect the dots between everyday toxins and common health issues like fibroids and irregular cycles. Committed to engineering a safer, hormone-friendly solution for daily period care, they launched Rif Care in June 2022, introducing the market’s very first menstrual pads made from upcycled hemp fibers—the natural leftovers from hemp oil production.
As a renewable resource, hemp is a total superhero:
- For the body. It is naturally antimicrobial, ultra-soft, and super absorbent, reliably outperforming cotton without leaking.
- For the planet. It absorbs more carbon dioxide than a forest, requires less water than cotton, and thrives without pesticides.
Looking to ditch the plastic? Rif Care Hemp Pads come in three options, Regular, Super, and Overnight Herbal, delivering a safe, sustainable solution for both women’s health and Mother Nature.
Recently, we caught up with Val to learn more about her journey and hear her advice for fellow entrepreneurs.
1. Why did you start Rif Care?
We started Rif Care after navigating our personal hormone and reproductive health challenges in our early twenties. As we became more intentional about what we were eating and putting in and on our bodies, we started questioning our period products too.
What we found was alarming—hidden plastics, undisclosed ingredients, unnecessary toxins—in products designed for the most absorbent part of a woman’s body! We’re both girl moms and would not want those products going anywhere near our daughters’ bodies.
We wanted period care that felt truly clean, safe, and aligned with our values. Something
comforting, elevated, and transparent. When we couldn’t find it, we created it—so women wouldn’t have to choose between convenience and their health.
2. What obstacles did you face along the way?
As first-time founders, building a physical product in a highly regulated category tested us in every way. We faced factory rejections, supply chain delays, long development timelines, and constant education around introducing hemp fiber into menstrual care. We also had to talk to lots of male buyers and investors about periods—which was sometimes awkward!
We also had to navigate transparency in an industry that isn’t always eager to offer it.
It required patience, persistence, and an unshakable belief in what we were building. There were moments that pushed us—like when we had our first out-of-stock after a reality show sold out of our regular pads—but each obstacle clarified our mission even more. It’s also hard being working moms. We want to be there as much as we can for our human babies, but Rif Care is also our baby!
3. What lessons do you have for other entrepreneurs?
Trust your intuition. If something deeply matters to you, there’s likely a community waiting for it. Also, don’t be afraid to ask your distributor or a buyer questions. We don’t pretend to know what we don’t know anymore. We ask so many questions!
Build with integrity. Be honest. When we had the out-of-stock situation, we had to give real timelines and shipping updates so our stores didn’t drop us—if you communicate, people will be more willing to help you. Don’t rush just to keep up. Consistency compounds! Community compounds! Transparency compounds!
And practically speaking, know your numbers, protect your margins, and protect your energy. Passion starts brands, but you have to know your margins for them to make sense financially.
4. What’s on the horizon for Rif Care?
The launch into Bristol Farms has been some of the biggest news we’ve had for our SoCal customers in the past 6 months. We both shop there, so it made sense to be in a store we can touch every month. We’re expanding into more retailers nationwide while continuing to grow our reusable and plant-based period care lines. We’ve also upgraded our pads to be more absorbent, and I’m now seeing them in Bristol Farms locations!
But beyond product, we’re focused on education. We want to create space for open, supportive conversations around menstrual and hormone health—and support women through every stage of life, from first periods to motherhood and beyond. We wrote a free e-book called The Menarche Manual. It’s for moms and caretakers and girls learning about their periods for the first time. We are so proud of this!
Our vision is bigger than products. It’s about shifting how women experience their cycles.
5. How do you keep work/life balance? What drives/inspires you?
As moms, balance is not perfect. Our kids will always come first. I (Val) won’t miss a cheer practice, and Rebecca is always at her son’s baseball games.
We work hard, but we pause when needed. Movement, museum days, watching movies in our hotels after tradeshows, time outside, and simple routines keep us grounded. We’re also besties first. We work all the time, but we also debrief on life for at least 20 minutes at the beginning of our workdays.
Our children are our greatest motivation to keep GOING, no matter what. They remind us why it matters—that we’re building something future generations can rely on and that our daughters will use! Clean, safe period care should be standard for every girl going forward. And that’s what keeps us going.
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- Woman-Owned