In this Founder Feature episode, Startup CPG Managing Editor Caitlin Bricker sits down with Anastasia Sartan, Founder and CEO of The Cycle, a functional beverage brand supporting women through their pre-period, period, perimenopause, and menopause stages.
Before launching The Cycle, Anastasia spent nearly two decades building products in the tech industry, including leadership roles at Snapchat and other fast-growing technology companies. During one of the most stressful periods of her career, she began experiencing severe PMS and PMDD symptoms that affected every aspect of her life. Frustrated by the lack of effective solutions available to women, she turned to scientific research to better understand what was happening in her body and what ingredients could actually help.
Her research led her to sea buckthorn, a berry rich in omega-7 and known for its anti-inflammatory properties. After experiencing positive results herself, Anastasia began developing beverages in her own kitchen, combining sea buckthorn with functional herbal extracts designed to support women through different stages of their hormonal cycles.
What began as a side project quickly evolved into a mission-driven business. Within months of launch, The Cycle secured nationwide distribution at Sprouts, one of the most sought-after natural retailers in the country. Since hitting shelves, the brand has generated significant organic demand from women who feel seen, understood, and supported by products specifically designed for their hormonal health needs.
Anastasia and Caitlin discuss the journey from tech executive to beverage founder, the science behind The Cycle's formulations, building a brand around an underserved consumer need, and what it takes to prepare for a nationwide retail launch as an emerging company.
Listen in as they cover:
· How Anastasia's experience with PMDD inspired The Cycle
· Why sea buckthorn became the hero ingredient behind the brand
· The formulation strategy for pre-period, period, and menopause support
· Building a mission-driven brand in women's health
· The lack of functional beverages designed specifically for women's hormonal cycles
· How The Cycle secured nationwide distribution at Sprouts within months of launch
· Lessons learned preparing for a national retail rollout
· Why organic consumer demand is fueling the brand's growth
· The role Startup CPG played in helping connect the brand with retail buyers
· The future of women's health innovation in food and beverage
Whether you're building a mission-driven brand, navigating retail expansion, or looking for inspiration from a founder tackling a deeply personal problem, this episode offers valuable lessons in product development, storytelling, and execution.
Episode Links:
The Cycle Website:
https://onthecycle.com
The Cycle Instagram:
http://instagram.com/drinkthecycle
Anastasia Sartan on LinkedIn:
http://linkedin.com/in/anastasia-sartan
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