Cherie Hoeger, Founder of Menstrual Cup business ‘Saalt’, discusses why some of us have not progressed far enough when it comes to attitudes towards menstruation.

In this issue of 5 Minutes with a Founder, we chat with Ruby Raut, the visionary behind WUKA, a trailblazing brand in menstrual health. From her early experiences with ‘Chapaudi’ in Nepal to launching a bold, sustainable product line in the UK, Ruby’s journey is a powerful testament to breaking taboos and empowering women. Discover how her personal story, activism, and fearless business mindset have shaped the rise of WUKA—Wake Up Kick Ass—and turned menstruation into a movement for positive change.

I’ve worked really hard to try and perfect the formula and colours that you can’t always find in the store. Marketing and branding has also been very key in this process – our main USP is the range of nudes we offer. Instead of using different shades of pink, we use yellow and red undertones to try and represent skin colours more fairly

London Grace has redefined nail care with its focus on natural beauty, eco-friendly practices, and salon-quality products. From introducing vegan, 21-free nail polishes to cultivating a loyal customer base through innovation, this British beauty brand is making its mark. In this edition of 5 Minutes with a Founder, we sit down with Kirsten White, the visionary behind London Grace, to discuss her journey, the transition from brick-and-mortar stores to a product-focused business, and her experience as a female entrepreneur in the beauty industry. She shares her inspirations, challenges, and advice for those looking to build a purpose-driven brand.