Scarlet by RedDrop: Period Care Revolution at Ulta

Imagine walking into Ulta Beauty and seeing period products displayed right alongside your favorite makeup and skincare. That’s exactly the vision behind Scarlet by RedDrop, a Black-owned brand that’s revolutionizing how tweens learn about and manage their periods. Founders Dana Roberts and Monica Williams are on a mission to destigmatize menstruation and make puberty care accessible and empowering for young girls.

Redefining Period Products for Tweens

For too long, period products on the market felt like they were designed for adults, not for the bodies of 11-year-olds. The packaging was often patronizing, and the overall experience reinforced the idea that periods were something to be ashamed of. Roberts and Williams noticed this gap and decided to create a solution.

Scarlet by RedDrop’s strategic placement in Ulta stores, nestled among popular beauty brands, is part of their ‘beautification of periods’ approach. They aim to treat menstruation as a normal part of overall wellness, rather than a topic whispered about or hidden away.

Addressing Period Poverty and Education Gaps

The statistics are eye-opening: a 2023 study revealed that 42% of teens felt unprepared for their first period, and one in four struggled to afford essential products. Even more striking, less than one percent of the menstrual care market is specifically designed for younger bodies. Scarlet by RedDrop is stepping in to fill this void.

Their product line includes smaller pads, age-appropriate tampons, and menstrual cups, all accompanied by educational materials. These resources are designed to explain bodily changes in a non-frightening way, a stark contrast to Roberts’ own first period experience, where she was told it meant she could have a baby.

From Black Ambition to Ulta Shelves

The journey to Ulta involved more than just a great product; it required proving their model and impact. After winning Pharrell Williams’ $1 million Black Ambition prize, Roberts and Williams leveraged the funding and platform to scale their mission. Their win was a testament to their existing traction, revenue, and clear vision for the market.

Their dedication to community outreach, including school assemblies and workshops, particularly in Black and Brown communities, was a key factor. They’ve partnered with organizations like Marjorie Harvey’s Girls Who Rule the World and sponsored Sarah Jakes Roberts’ Girl Evolve Conference, directly reaching hundreds of girls.

• Smaller, more comfortable pad sizes
• Age-appropriate tampon options
• Educational booklets and online prep classes
• Non-toxic, PFAS-free, and fragrance-free formulas

Purpose-Driven Business That Profits

Roberts and Williams firmly believe that mission-driven brands don’t have to sacrifice profitability. By creating products that genuinely solve a problem for girls and families navigating puberty, the business case naturally follows. They meticulously track margins and make data-driven decisions to ensure scalability.

Since 2019, Scarlet by RedDrop has reached over 1 million teens and tweens, expanding their offerings to include period swimwear and hygiene wipes. Their commitment to long-term health, evident in their non-toxic product formulations, sets them apart.

The Future of Puberty Care

Looking ahead, Roberts envisions Scarlet by RedDrop becoming the leading puberty care brand for schools nationwide. The goal is to integrate quality products and supportive education into the environments where girls spend most of their time. They aim to transform periods from stigmatized events into moments of empowerment and confidence for generations to come.