#NewtoNext, Private Packs, Suzanne Sinatra

For Suzanne Sinatra, founder of Private Packs, resilience isn’t just a business strategy—it’s personal.

Her story is a testament to persistence, purpose, and using personal experience to drive meaningful change in women’s health.

Suzanne’s journey with the Enthuse Foundation Pitch Competition is equally defined by perseverance: after being denied her first application, she returned stronger, ultimately winning the Audience Choice Award in 2024.

We caught up with Suzanne to see how Private Packs is doing one year later.

Enthuse Foundation (EF): Describe your brand. What problem is it solving?

Suzanne Sinatra (SS): Private Packs makes hot and cold therapy packs that relieve intimate-area pain for women experiencing burning, swelling, or inflammation.

EF: That’s so smart. How did you come up with that idea?

SS: Unfortunately, the idea came from my own journey. First, I experienced a traumatic Brazilian wax that left me with second-degree burns. Then, a few weeks before Private Packs was set to launch, I was diagnosed with breast cancer. My breast cancer journey is what gave me the purpose to make Private Packs bigger than a therapy pack. During my many days in the hospitals, none of my seven doctors told me that my treatment and subsequent menopause induction would affect my vagina. I laid the foundation of my business from the chemo suite at Mt. Sinai and the Ralph Lauren Cancer Center in Harlem. Beyond being a business pursuit, it was also a much-needed distraction from my health challenges. The paradox of building a business amidst the looming shadow of mortality provided me with profound insights. 

EF: Wow. What an incredible story of grit and resilience. Describe the process to getting to the Enthuse Foundation Pitch Competition.

SS: This was my second time applying to the Competition. I loved it! Especially since it was my second time applying after being denied the first. My biggest takeaway: if I take advice and implement it, I will get better.

EF: That’s why they say – practice makes perfect. And you actually won “Audience Choice.” How did you use your prize money?

SS: I used the money for retail-specific ads to ensure we left retail on a high note: in retail, that is, with high sales.

EF: What do you mean by "left on a high note"? What’s been going on with Private Packs since last year’s Pitch Competition?

SS: We’ve definitely changed. I downsized the company. Despite strong community love and major retail presence in both CVS and Target, we decided to leave retail because of the steep costs required to maintain prime aisle placement next to Replens and Monistat. Winning the Enthuse Foundation Audience Choice Award was amazing because it showed the audience really enjoyed my presentation. Editor’s note: Check out “Staying Power: How Private Packs Faced the Reality of Keeping Their Spot on Retail Shelves” for more details around Suzanne’s retail experience.

EF: Lots of learnings. How would you describe the bond you formed with the other four finalists?

SS: We’ve been in a group chat, and we’re all learning from each other every day.

EF: With the challenges you’ve faced over the past year. What advice would you give to a fellow entrepreneur who’s thinking of entering this year’s Pitch Competition?

SS: If you applied once and weren't accepted, apply again. You have nothing to lose, but everything to gain. Even if you don’t win, you still walk away with an expanded network.

EF: Thank you, Suzanne, for your candor! You’ll always be a part of our network!

SS: Thank you!

Suzanne’s story is a reminder that entrepreneurship isn’t always about linear growth—it’s about adapting, learning, and finding the best path forward. From persevering after her first application to winning over the crowd at the 2024 Enthuse Foundation Pitch Competition, Suzanne embodies the resilience and determination every founder needs. For anyone considering applying this year, Suzanne proves the experience itself can spark meaningful

growth and lasting connections.

Apply to the 7^th Annual Enthuse Foundation Pitch Competition.