Goodbye Toxic, Hello Hemp: The New Era Period Products with Rebecca Caputo & Val Emanuel, Rif Care
Revolutionizing Period Care with Purpose
When co-founders and longtime best friends Val Emanuel and Rebecca Caputo created Rif Care, they weren’t just building a brand, they were solving a problem they knew too many women face: hormone-disrupting, uncomfortable, and environmentally harmful period products. Their recent appearance on The Wild Party Podcast offered a powerful behind-the-scenes look into the creation of the first organic hemp fiber period care company, rooted in personal transformation and unshakable purpose.
A Journey That Started With Hormonal Imbalance
Val’s wake-up call came after giving birth to her daughter. “I was eating organic food, but I wasn’t using organic products,” she said. “I started having a really bad hormone imbalance and realized I needed to detox everything.” That included her period products many of which contain titanium dioxide, plastics, and other toxic materials. “Even the ones that were organic still didn’t feel innovative,” she added. “They could be better.”
Rebecca, a scientist working in cancer diagnostics at the time, had her own wellness reckoning. “I was experiencing terrible hormonal fluctuations,” she said. “I remember thinking, ‘Is it what I’m eating? Is it my lifestyle?’ Then I learned about the toxic side effects of the period care I was using.” She recalled being stunned to learn that conventional tampons could shed over 180 billion nanoplastics into the body and that most pads take over 800 years to biodegrade.
When Val sent her the Kickstarter video for Rif, Rebecca immediately knew she had to join. “I took all of my PTO to research this,” she said. “We set a very ambitious goal of raising $50,000 and didn’t even know how Kickstarter worked, but we just knew we were the team to do this.”
Building a Brand With Zero Experience and 100% Commitment
Starting Rif meant diving headfirst into the unknown. “I knew nothing,” Val admitted. “I didn’t even know we had to register with the FDA until Rebecca told me.” The pair cold-called manufacturers, taught themselves supply chain logistics, and even used VPNs to access overseas factory databases. “We Googled everything,” Rebecca said. “I literally copy-pasted every registered period product manufacturer from the FDA’s website and started messaging them on WhatsApp.”
Money was tight. The first $10,000 investment came from a man Val had just met on a date. “It scared me,” she said, “because now I had to 10x that money.” Their next investments came from high school friends, Rebecca’s family, Val’s mom, and even a stranger from LinkedIn.
They also hit the pitch competition circuit and won. “If you’re getting all no’s, maybe you need to rethink your idea,” Val said. “But if a few doors are opening, keep going.” They eventually landed a spot in Techstars Impact accelerator in Atlanta, a turning point that helped them build Rif’s operational foundation and validate the market opportunity.
Hemp, Performance, and Planting Pads in the Rainforest
What makes Rif Care different isn’t just what’s in the product, it’s what’s not. “Our top sheet is made from regenerative hemp that we upcycle from hemp oil production,” Rebecca explained. “We blend it with 100% organic cotton, and the entire pad is made from biodegradable, plant-based materials.”
Val took it a step further, literally. “I went to the Amazon rainforest and planted one of our pads in the ground,” she said. “It’s already a quarter gone in three months. I just wanted to see how long it would actually take to biodegrade.” She noted that the wrapper degrades more slowly, so they’re constantly evaluating ways to improve performance and compostability.
“Our pads are breathable, they don’t make you sweat, and they actually feel good in your underwear,” Val added. “Most traditional pads are made of polyester and polyurethane. You wouldn’t wear plastic underwear—so why put it in your most sensitive area?”
Education, Taboos, and TikTok
For the co-founders, product education is just as important as performance. “Our social media isn’t just about marketing it’s about teaching,” Rebecca said. From videos on how tampons shed fibers, to menstrual health tips, their content is both cheeky and educational. “There’s an authenticity to it,” she added. “We’re not afraid to talk about things like period blood or vaginal tearing during childbirth, because someone has to.”
Val agreed: “People told me it was gross to share this stuff. But now millions of people are watching, saving, and sharing our content. That tells me we’re doing something right.”
Growing With Purpose, Not Plastic
Rif Care is now stocked in over 230 stores, including Erewhon, where it’s been the top-selling period care brand for three years. They also sell online and on Amazon. “We listen to our customers,” Rebecca said. “That’s how we knew they wanted tampons. And now that they want an applicator we’re launching a fully compostable one later this year.”
Their big-picture vision? “We want Rif to support people from menstruation to motherhood,” Rebecca shared. “We want to be a full-cycle wellness company.”
And the secret to their success? “We have faith,” Val said. “And we never stop putting ourselves out there. If people know your passion, they will speak your name in a room.”
Learn more about Rif Care’s sustainable, hormone-safe period products at www.rifcare.com
