From period underwear to premium cat food, Veronica Del Rosario has built a career around brands that don’t just sell products—they reshape culture.
As one of the earliest employees at Thinx, she helped transform period underwear from a taboo topic into a mainstream movement, later bringing that same creative instinct to women’s health at Dame Products. Now, as co-founder and creative director of Smalls, she’s bringing that cultural lens to a category that has historically been a little stale: cat care.
And cats are having a moment. From indie cat zines and fashion editorials to the rise of popularity for bodega cats, the once-underrated pet is suddenly everywhere in culture. We caught up with Veronica to talk about building brands that move culture, why cats are the ultimate cultural barometer right now, and what our feline friends can teach us about creativity.
As a cat and dog parent, what does your own pet parenting philosophy look like?
My pet parenting philosophy is pretty simple: Their well-being is more important than our convenience. And honestly, that philosophy came before our actual parenting philosophy (which is the same)—we had pets for years before we had my daughter Alma, so if anything, the animals trained us first.
When you think about the products/companies you've worked on, what does it take to move culture instead of just market within it?
Marketing could be simple. For Smalls, we could just talk about product benefits—fresh food wins over kibble, better ingredients, better health outcomes. But that's not enough, because people have had their cats forever, feeding them traditional cat food for 20 years, and their cats are alive and seem well. It's hard to convince someone there's a problem when they don't see one.
So, you have to tackle culture as a brand. You have to remind people of the importance and significance of this special being in their life, and of their unique needs, so that the "upgrade" makes sense—whether or not it seems necessary on the surface. And after that, all it takes is for them to see the benefits for themselves.
What signals do you look for to know when something is a real cultural shift versus a fleeting moment?