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Scarlet: The $3.4M Period Kit for Gen Z
How RedDrop is owning the 'first period' moment with direct-to-doorstep convenience
The first period is a rite of passage, but for millions of girls, it's a moment of panic. Scarlet by RedDrop isn't just selling pads—they're selling preparedness, targeting the $12B menstrual care market with a subscription model designed specifically for tweens and teens.
"They're not just selling period products—they're selling the security of never being caught off-guard."
The Gen Z Parent Playbook
With 46% direct traffic, Scarlet has built a brand that customers seek out by name. Their organic search shows strong brand recall: 'scarlet by reddrop' (590 monthly searches) and 'red drop eriod kits' (360 monthly searches) indicate parents are actively searching for this specific solution. The 62.7K monthly visits, while modest compared to giants like Always, represent a highly targeted audience in a niche that's notoriously difficult to market to.
The $3.4M Revenue Puzzle
With just 12 employees generating $3.4M in revenue, that's approximately $283K per employee—remarkable efficiency for a consumer goods company. Their tech stack (Vue.js, Tailwind CSS, Vite) suggests a lean, modern operation optimized for direct sales. The low employee count combined with high revenue indicates heavy automation in fulfillment and customer service, a necessity for a subscription-based model serving a sensitive demographic.
- Targeting the underserved 'first period' market with curated kits
- Strong brand recall with 46% direct traffic (parents searching by name)
- Efficient operations: $283K revenue per employee
- Multi-platform presence (TikTok, Instagram, YouTube) for Gen Z engagement
- Low Trustpilot rating (3.2/5) suggests room for improvement in customer experience
The real insight here is the 93.3% traffic concentration in 'undefined' (likely US or a single market). This isn't a global play—it's a focused assault on a specific cultural moment. The company's social strategy (TikTok, Instagram, YouTube) aligns perfectly with their demographic: parents of Gen Z daughters. The 'monica williams scarlet' keyword (200 monthly searches) suggests founder-led branding, a powerful trust signal in this sensitive category.
The $3.4M Question: Can They Scale?
With efficient operations and strong brand recall, Scarlet has product-market fit. The challenge is expanding beyond their current niche without diluting the premium positioning that justifies their price point.
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Scarlet – RedDrop Inc.
Pads and products for a girl's first period, delivered to your door in one convenient package
Scarlet
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Terrible shipping and service!
My order was placed July 27th. It is September 1st and I have yet to receive it. I have communicated with them multiple times. The excuses are endless. But they always tell you a tracking number has been created. But the package never makes it to the shipping company. Each time it is never shipped and the shipping company cannot provide a shipping or delivery date because they haven’t received the package. I would never have ordered from this company, if I had known their horrible shipping practices. Do not waste your money or time on this company!
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About tryreddrop.com
Pads and products for a girl's first period, delivered to your door in one convenient package
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Technology Stack
tryreddrop.com uses 27 technologies across their website including Adobe Fonts, Google Fonts, hCaptcha, HSTS, Sentry, and more.
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Adobe Fonts, Google Fonts
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hCaptcha, HSTS, reCAPTCHA
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Sentry
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AWS CloudFront, Cloudflare
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Klaviyo
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tryreddrop.com receives approximately 62.7K monthly visitors and ranks #484,834 globally. The website has a bounce rate of 49% with visitors viewing an average of 3.0 pages per visit. Users spend an average of 1:54 on the site.
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