Founder Feature: Val Emanuel of Rif Care

Jan 3, 2025

Val Emanuel, co-founder of Rif Care, brings her diverse experience from modeling and Goop to the conversation. She shares her journey in creating eco-friendly feminine care products, navigating market gaps, and the challenges of scaling a sustainable brand. Val highlights the importance of social media and influencer partnerships for growth and candidly discusses the unique obstacles faced as a female founder of color. With ambitious plans for 2025, including surpassing $1 million in sales, she offers valuable insights for aspiring entrepreneurs.

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Intro

00:00 • 2min

RiffCare: A Sustainable Revolution in Period Care

02:17 • 11min

Navigating Early Challenges in Brand Growth

13:00 • 4min

Navigating Retail and Direct Sales

16:52 • 7min

Testing Advertising Strategies and Embracing Experimentation

24:17 • 3min

Navigating Funding as a Female Founder of Color

27:10 • 7min

Aspirations and Growth Goals for 2025

34:12 • 3min

In this episode of the Startup CPG podcast, Grace Kennedy sits down with Val Emanuel, the inspiring co-founder of Rif Care, a two-year-old feminine care brand that prioritizes sustainability and wellness. Val shares the journey behind Rif Care's creation, from identifying gaps in the market for elevated, eco-friendly period products to overcoming challenges in manufacturing and scaling the business. She opens up about her diverse career path, the importance of sustainability in product innovation, and the invaluable lessons learned from working at iconic companies like GOOP.

Val delves into key entrepreneurial insights, including building a retail presence with brands like Erewhon, leveraging TikTok and social media for growth. She also highlights the realities of being a female founder of color, the role of grant funding, and the value of accelerators in driving business growth. Plus, Val shares practical advice on scaling a team, pursuing grants, and preparing for Riff Care’s 2025 goals, which include expanding retail partnerships and surpassing $1 million in sales.

Don’t miss these actionable insights on navigating the CPG industry and building a sustainable brand —tune in now!

Listen in as they share about:

Origins of Riff Care
Early Challenges and Launch
Funding and Growth Strategies
Marketing and Sales
Identifying Market Gaps
Marketing and Sales Strategies
Challenges as a Founder
Future Plans for 2025
Advice for Founders

Episode Links:

Website: https://rifcare.com

LinkedIn: https://www.linkedin.com/in/valemanuel/

Instagram: malibumama__

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Episode music by Super Fantastics