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Saalt CEO on selling freedom and confidence to women
Executive overview
Period poverty and bladder leaks are topics women rarely discuss openly. Cherie Hoeger, CEO of Saalt, argues that absorbent underwear changes that — replacing daily panty liners with something that feels dignified.
The product's real value isn't absorbency — it's the freedom and confidence it restores.
What Saalt's underwear offers women
- Replaces daily panty liners without feeling like a diaper
- Designed to make women feel like themselves, not managed
- Addresses bladder leaks — a common but unspoken reality for mothers
- The mission: sell freedom and confidence, not just a product
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