Mom Bomb Founder Heather Roberts Named One of 20 Winners of the 2026 Mothered Founder Awards

For immediate release · Friday, October 16, 2026

Half of U.S. Mothers Say They Can't Find Time to Care for Themselves. One Massachusetts Company Sends Every Dollar of Profit to the Moms Who Can't.

Shrewsbury founder Heather Roberts named one of 20 winners of Mothered Media's 2026 Mothered Founder Awards, which judged on impact rather than revenue

SHREWSBURY, Mass. (Oct. 16, 2026) — Half of U.S. mothers say taking care of their own mental health has been difficult in the past month, and the obstacle they name most often is time, according to Pulse Check 2026, a national survey of 2,818 mothers released Oct. 1 by Count on Mothers and the mental health advocacy group Inseparable. Financial stress topped mothers' list of concerns at every income level. Heather Roberts, a Shrewsbury mother of six, built her company around exactly that gap: Mom Bomb Bath & Body is legally bound to give 100% of its profits to MomBomb.org, a 501(c)(3) that pays crisis bills for mothers directly to the provider.

Today Roberts was named one of 20 winners of Mothered Media's 2026 Mothered Founder Awards, which recognize the most impactful mom founders worldwide. Mothered Media did not judge on revenue or company size. It looked at the problem each founder is solving, who benefits, and the story behind building it while raising children. Roberts will be profiled in the December issue of Mothered Magazine.

A national problem with a local spotlight

The survey lands as maternal health draws fresh attention in Massachusetts and beyond. On Oct. 7, America's Health Rankings named Massachusetts the top state for the health of women and children for 2026, while the same report flagged worsening maternal health outcomes and growing mental health challenges nationwide. In September, Gov. Maura Healey proposed $2 million to make the state's Welcome Family home visiting program universal and $250,000 to strengthen MCPAP for Moms. Nationally, the Policy Center for Maternal Mental Health's 2026 report cards gave the U.S. a C overall and an F on its new parental support measures, which cover paid leave and childcare. About one in five U.S. mothers experience a maternal mental health condition each year, and most do not get the support they need.

"She is the nervous system that keeps everything calibrated around her, and she needs restoration," said Roberts, who holds a degree in behavioral science. "Stabilizing a mom can stabilize a whole family. When she can't pay the utility company, that anxiety goes somewhere."

How the model works

Mom Bomb's bath and body products are sold in more than 3,000 stores, including Whole Foods Market. Roberts bootstrapped the company for eight years and installed an irrevocable covenant to give 100% of profits to MomBomb.org before she raised any outside capital, so the commitment cannot be undone by future investors. Through its Lifeline Program, MomBomb.org pays the bill that stems the tide for a mother in crisis, such as a utility shutoff notice or a child's camp fee, directly to the provider. Applications from mothers arrive every month, and the need is larger than current funding.

"It's expensive to be poor," Roberts said. "There's not a lot of options for moms in crisis unless you identify with some other issue. Unfortunately, hard times don't discriminate."

On the award, Roberts said: "I'm honored to be named a winner of Mothered Media's 2026 Mothered Founder Awards, recognizing the top 20 most impactful mom founders worldwide. Instead of stripping everything we can out of businesses, we would like to put everything we can into them, because we believe money is the byproduct of healthy communities and companies and people."

Interview availability

Roberts is available for interviews on maternal mental health and the mental load, direct financial relief for mothers, mission-locked and steward-owned companies, and building a national consumer brand while raising six children. The official winner image, award badge, seal, headshots and product photos are available on request.

Fact sheet

• Company: Mom Bomb Bath & Body (Madirock, Inc.), part of the MOAB holding company
• Founder: Heather Roberts, Founder & CEO
• Headquarters: Shrewsbury, Massachusetts
• Products: Bath bombs handcrafted in the USA, vegan and cruelty free
• Holiday offer: Holiday Gift Boxes, Evergreen Moments and Holiday Hearth, eight gift-ready bath bombs, $50 for both (shop the boxes)
• Distribution: 3,000+ natural and grocery stores through UNFI and KeHE, including Whole Foods, plus direct at mombomb.shop
• Funding: Bootstrapped for eight years
• Mission lock: An irrevocable covenant, installed before any outside capital, means Mom Bomb gives 100% of profits to MomBomb.org. Shareholders are paid only after the company and the nonprofit are healthy.
• Nonprofit: MomBomb.org, a 501(c)(3). Its Lifeline Program pays crisis bills for mothers directly to the provider.
• Recognition: Mothered Media 2026 Mothered Founder Award, one of 20 winners worldwide, judged on impact

About Heather Roberts

Heather Roberts is the founder and CEO of Mom Bomb Bath & Body and its holding company, MOAB, and co-founder of MomBomb.org. A mother of six with a behavioral science degree, she ran a PR agency with Fortune 500 clients, published a magazine for fifteen years and was on the startup team at AutoTrader.com. She bootstrapped Mom Bomb for eight years into more than 3,000 grocery stores, then locked in giving 100% of its profits to MomBomb.org through an irrevocable covenant before raising outside capital. She writes the Substack Beyond the Bubble Bath and is the author of the workbook Physics of Manifestation.

About MomBomb.org

MomBomb.org is a 501(c)(3) nonprofit supporting mothers in crisis. Its Lifeline Program pays essential bills directly to service providers on a mother's behalf. Learn more or donate at mombomb.org.

About the Mothered Founder Awards

The Mothered Founder Awards are presented by Mothered Media, publisher of Mothered Magazine, founded by Alexa Starks. The 2026 awards recognize 20 mom founders selected for impact. Winners will be listed at motheredmedia.com beginning with the December issue.

Media contact

Heather Roberts, Founder & CEO, Mom Bomb · moab@buybombshelpmoms.com · (617) 957-3868

Sources for reporters

• Count on Mothers and Inseparable, Pulse Check 2026, Oct. 1, 2026: Count on Mothers
• America's Health Rankings 2026, Oct. 7, 2026: mass.gov
• Gov. Healey's maternal mental health and postpartum proposals, Sept. 15, 2026: mass.gov
• Policy Center for Maternal Mental Health, 2026 State Report Cards, May 27, 2026: GW Public Health