Periods are finally having their moment.

Outrage about the tampon tax runs rampant. More consumer products than ever (some fairly ridiculous) aim to improve the experience that millions of women experience once a month for 40 or more years of their lives.

Actress and comedian Whoopi Goldberg wants to bring that innovation to an even less talked about aspect of menstruation: painful, even incapacitating cramps that precede and often accompany periods.

When she first looked into it, Goldberg said she was told "it's a niche market."