Heather Roberts of Metro West on Life, Lessons & Legacy

We’re looking forward to introducing you to Heather Roberts. Check out our conversation below.

Hi Heather, thank you so much for joining us today. We’re thrilled to learn more about your journey, values and what you are currently working on. Let’s start with an ice breaker: What are you most proud of building — that nobody sees?
Honestly? The thing I’m most proud of is exactly what nobody can see yet.

I’m building an entire system that looks invisible while it’s under construction. That’s the frustrating part: when you’re first, there’s no blueprint, no applause while you’re laying the foundation. It can feel like shouting into the void. But it’s also the exciting part. Because one day, people are going to wake up and think it all happened overnight. They’ll call it an “overnight success,” and they’ll have no idea how many years, how much risk, and how much refusal to sell out went into it. It looks like building in public, but the truth is I’m really building in stealth mode. And that’s the fun of it, knowing that when it finally surfaces, it’s going to look inevitable, like it was always supposed to exist.

Can you briefly introduce yourself and share what makes you or your brand unique?
I’m Heather Roberts, founder of Mom Bomb and builder of MOAB – The Mother of All Brands. At first glance, I make bath bombs, salts, and personal care products. But the real story is underneath: every brand I build gives 100% of its profits back to the very people it serves. For Mom Bomb, that means every purchase helps moms in crisis. What makes this unique is that we’re not building toward a quick exit. The CPG world today is basically an incubator for conglomerates and it stalls real forward progress. You see, founders fight their way onto shelves, only to sell out, get stripped down, and disappear into the same handful of corporations. I refuse to play that game.

Instead, I’m creating a new kind of holding company: a regenerative loop where communities win, customers win, and yes, investors can still see massive returns, without hollowing out the soul of the brand. It’s bold, it’s frustrating at times (because being first always is), but it’s also exhilarating because it’s truly a new way of doing business. One that restores instead of depletes every single person that comes into our orbit; customers, employees, our retailers, the community and finally, shareholders. Right now, I’m scaling Mom Bomb across retail, expanding into new categories, and laying the foundation for an IPO in eight years. My mission is simple: to prove that consumer brands can be built with purpose baked into their DNA and that you don’t have to sell out to build something lasting.

Appreciate your sharing that. Let’s talk about your life, growing up and some of topics and learnings around that. Who saw you clearly before you could see yourself?
That’s easy: My husband, Kevin.

He laid out the vision long before I could articulate it. His energy, steadfastness, and frankly his generosity of spirit is the baseline for what I’ve created. He’s been holding up a mirror this whole time, showing me what I was capable of before I could fully see it myself.

Was there ever a time you almost gave up?
Almost every week. Haha. Building something new at this scale means you’re constantly running into walls. There are days where I think, “why am I doing this?” But giving up isn’t an option. I’ll pivot, rest, rage-clean my inbox, but quit? Never. I’d die first. That’s just how I’m wired. No one can beat me when it comes to mindset. Some would call it stubborn.

I think our readers would appreciate hearing more about your values and what you think matters in life and career, etc. So our next question is along those lines. Is the public version of you the real you?
The public version of me is absolutely me; the values, the energy, the mission are real. I don’t put on a persona to sell something I don’t believe in. People see the founder who’s bold, articulate, and building something huge. What they don’t see is the sleepless nights, the spreadsheets at 2 a.m., the doubt, the recalibrations, the private moments where I’m wrestling with the weight of doing something first. Occasionally, I let that slip through…..however! So, the public version is the real me, just the part of me that’s camera-ready. The rest is quieter, even messier, and still just as committed to the vision.

Okay, we’ve made it essentially to the end. One last question before you go. What is the story you hope people tell about you when you’re gone?
I hope people say I didn’t just build a company but that I rewrote the rules. That I showed it was possible to scale something massive without selling out, to make generosity and integrity the engine instead of the afterthought. I want the story to be: she built a system where business restored people instead of depleting them. She proved you could win without playing the old game. And maybe even more than that, I hope people say I gave others permission to build their own way, that I made them feel seen and capable before they saw it in themselves

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