How Cheeky Cherry Is Making Period Underwear Something Women “Actually Want to Wear,” According to Founders Sally and Megan Saleh
For the longest time, period underwear has found itself stuck with a very unsexy reputation. They’re reassuring when they work, absolutely, but rarely the sort of thing women got excited to wear. Much like shapewear or the corset before its cultural glow-up, leakproof intimates were often treated as a purely functional purchase that, depending on your experience with them, could either feel like a lifesaver or a last resort.
However, Cheeky Cherry has taken a different approach. Founded by sisters Sally and Megan Saleh, the brand was built from the idea that leakproof essentials could do far more than protect against period leaks. “For so long, the category felt very clinical, bulky, and not really connected to fashion or how women actually want to feel in their everyday lives,” they explain. So, in 2022, they reimagined period underwear as something “cute, reliable, and completely wearable.”
Fast forward another few years and we’re now seeing Cheeky Cherry offer leakproof underwear for periods, discharge, sweat, light leaks, postpartum, activewear, and lounging, with styles ranging from thongs and cheeky cuts to bikinis, briefs, and yes, even lace. At the center of it all is the brand’s Pink Protection gusset, a soft pink leakproof interior designed to absorb and protect while still feeling like the underwear you already want to wear. As Sally and Megan note, “The biggest difference is that it’s reusable and made to replace disposable products like pads, liners, and tampons.”
Ahead, we spoke with Sally and Megan about building Cheeky Cherry, how period underwear works, finding the right pair for your flow, and why protection should fit into your life instead of the other way around. Read on for our conversation.
To start, tell us a bit about the decision to create Cheeky Cherry. What was the moment that made you both want to build the brand?
Cheeky Cherry really came from the idea that leakproof products could be so much better. For so long, the category felt very clinical, bulky, and not really connected to fashion or how women actually want to feel in their everyday lives.
And because we come from a family-run fashion apparel business with over 50 years of experience, we were able to bring a different perspective to the category. We understand fabric, fit, construction, sourcing, production, and how to build products that women actually want to wear. We took all of that experience and used it to build Cheeky Cherry.
So for us, it was never only about period underwear. It was about creating leakproof essentials for real life, from periods, discharge, sweat, light leaks, postpartum, activewear, and loungewear, and making them feel cute, reliable, and completely wearable.
Where does the name come from?
We wanted a name that felt playful, feminine, and memorable. “Cheeky” connects to underwear, but also to the attitude of the brand that is confident, fun, and not afraid to talk about real things. “Cherry” just gave it that fresh, feminine feel. Together, Cheeky Cherry felt like the perfect fit.
Period underwear can still feel a little confusing for people who haven’t used it before. Can you explain how it works and what makes it different from pads or tampons?
Period underwear is basically underwear with protection built right in. Instead of sticking a disposable pad or liner into your underwear, the absorbent layers are already part of the underwear. For Cheeky Cherry, our signature feature is our Pink Protection gusset. It’s the pink leakproof interior layers that helps absorb and protect against leaks, but still feels soft and comfortable against the body.
The biggest difference is that it’s reusable and made to replace disposable products like pads, liners, and tampons. We offer different absorbency levels, so you can choose lighter styles for everyday discharge or spotting, and heavier styles for period days. Some women wear them alone, and some use them as backup. It’s really about giving you options for every day of the month.
Another thing people are often curious about is how to wash period underwear. What does that process look like, whether someone is wearing Cheeky Cherry or another brand?
It’s pretty simple: rinse, wash, and hang to dry. Rinse them in cold water after wearing, then wash on a cold or gentle cycle. Avoid bleach, fabric softener, and high heat because those can affect the protective layers. Then just hang them to dry.
Speaking of which, Cheeky Cherry offers so many different options for different flow levels. How should someone decide which pair is right for them?
The easiest way to choose is to think about two things: your fit and your flow. First, decide what you need the protection for. Is it everyday discharge, light spotting, a regular period day, overnight protection, workouts, or just backup with a tampon or cup? From there, you can choose the absorbency level that matches your needs. We offer Liners (for light leaks like sweat and discharge), Pads (for period days) and Night Pads (for period nights or heavy flow).
Then, pick the style you already feel good wearing, whether that’s a thong, cheeky, bikini, brief, or full-coverage fit. We built Cheeky Cherry to fit seamlessly into your lifestyle, and not feel like an add-on period product. Our goal is really to replace your traditional non-absorbing underwear with functional undies that support you all month long. Cheeky Cherry was built by women, so we offer options that fit your body, your flow, and your lifestyle.
One of Cheeky Cherry’s biggest strengths is how many colors, styles, and options there are. Why was that variety important to the brand?
Because women are all different, and not every day calls for the same underwear. From the beginning, we built Cheeky Cherry as a fashion brand first. We wanted it to feel like regular underwear — just better. More functional, more protective, and still cute enough that you actually want to wear it.
We didn’t want leakproof underwear to feel like one boring basic option. Some days you want lace, some days seamless, some days full comfort. Protection should fit into your life, your outfit, and your style, not the other way around.
That leads me into Cheeky Cherry’s foray into leakproof activewear and loungewear. Are there different things you have to consider when designing those pieces compared to underwear?
Yes, definitely. With underwear, the focus is on absorbency, fit, softness, and placement. With activewear and loungewear, the whole garment has to move with your body, flatter, stretch, and still feel discreet. The protection can’t feel bulky or interrupt the design. It has to feel like something you’d actually want to wear.
That’s really the heart of Cheeky Cherry, building bold, solution-driven leakproof collections that fit into real life.
I’ve seen so many people online raving about how comfortable the brand’s bralettes are. What were some non-negotiables for you when creating them?
Comfort was definitely a non-negotiable, because no one wants a bralette they’re counting down the hours to take off. But the real reason we added bralettes was to complete the look. We wanted women to be able to mix and match their leakproof underwear with cute, easy bralettes and create full sets that actually feel fun to wear.
For us, Cheeky Cherry isn’t just about protection, it’s about feeling put together, confident, and cute, even on the days when your body is doing the most.
Lastly, what can you share about the future of Cheeky Cherry and where you’d love to take the brand next?
The future of Cheeky Cherry is about changing the way women think about leakproof and making it something they actually want to wear, not something they have to wear. We’re also really excited about the idea of future collaborations, retail partnerships, pop-up shops, and finding new ways to bring Cheeky Cherry to more women.
Honestly, we’re open to it all. We’re still growing, still learning, and really eager to keep building the brand in a way that feels fun, fresh, and true to who we are. Long term, we’d love for Cheeky Cherry to become the go-to brand women think of when they want pieces that are comfortable, protective, and still feel like them. We’re just getting started!
Treat yourself to 20% off your Cheeky Cherry order with code UNDIESMAG20 at checkout!
Leave a Reply