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.
Can you share your personal journey from experiencing ‘Chapaudi’ in Nepal to founding WUKA in the UK?
I was born and raised in Nepal, where I experienced the tradition of ‘Chapaudi,’ which involves isolating menstruating women due to cultural taboos. My mother provided me with sari rags as a menstrual solution—sustainable but very uncomfortable. When I moved to the UK, I was surprised by the lack of sustainable menstrual products and the ongoing stigma surrounding periods. My background in Environmental Science and my work with charities on menstrual education further solidified my desire to create a product that could address these issues. That’s how WUKA—Wake Up Kick Ass—was born. My vision has always been to create comfortable, sustainable, and stigma-free menstrual products that empower women.
What challenges did you face as an entrepreneur breaking into the menstrual health market, especially with a product that directly challenges long-standing taboos?
Breaking into the menstrual health market was no easy task, particularly because we were tackling deep-seated cultural taboos. One of the biggest challenges was educating consumers about the benefits of reusable products like period pants. Many people were skeptical, and convincing them to switch from traditional disposable products required extensive educational campaigns. Our focus has been on providing clear, informative content that explains not just how our products work, but also the environmental and economic benefits they offer.
How did your background as an activist influence your approach to business and product development at WUKA?
My activism, especially in the areas of menstrual education and women’s empowerment, has been a major influence on how I approach WUKA. I wanted to create a product that wasn’t just environmentally sustainable but also socially impactful. This activism is reflected in everything we do at WUKA, from our product development to our advocacy campaigns. We aim to break down the stigma around menstruation and promote
menstrual equity, ensuring that every woman has access to safe, sustainable menstrual products.
WUKA stands for “Wake Up Kick Ass,” which is quite a bold and empowering statement. How does this philosophy manifest in your business strategy and company culture?
“Wake Up Kick Ass” is more than just a slogan; it’s the driving force behind WUKA. This philosophy is reflected in our bold approach to tackling menstrual taboos and our commitment to empowering women through our products and campaigns. We encourage this mindset within our team as well, fostering a company culture that values bold ideas, inclusivity, and the relentless pursuit of positive change.
What were some of the key innovations that set your product apart from other menstrual hygiene products?
WUKA was the first brand in the UK to introduce reusable period pants that can completely replace pads and tampons, even for heavy flow days. Everyone – no matter what flow, size, lifestyle or age – should be able to find the perfect WUKA pair. We offer the most size inclusive range on the market – up to 6XL – and more recently launched the world’s first multi-size period pants that stretch to fit up to four sizes – from XS to L and XL to 4XL. Some key innovations that set WUKA apart:
1. The first period underwear designed in the UK to completely replace disposables – designed specifically for a heavy flow.
2. Stretch™ innovation – the world’s first multi-size period underwear reducing the 8 sizes down to 2 styles.
3. Swimwear – period-proof swimwear designed for adults and teens. Every piece is engineered with a built-in absorbent, aquaphobic and odour-proof gusset – which holds 15ml (equivalent to 2 regular tampons) – offering full leak-proof protection while swimming.
4. Teens – leakproof for anxious tweens & teens, our Teen Stretch™ Super Heavy Period Pants absorb up to 60ml of period flow, the equivalent of 12 regular tampons or 8 pads. This provides full leak-proof protection for up to 24 hours.
5. Menopause-friendly collections: made with innovative garment technology and totally sustainable. Made with kind to skin materials to address five of the 48 symptoms of menopause, from hot flushes and heavy periods, to incontinence.
Tell us about your ‘Axe The Period Pants Tax’ campaign…
Last Autumn, when the government announced they were finally axing the period pant tax, this marked a monumental victory in the fight for menstrual equity. Over five years of tireless campaigning under the ‘Axe The Periods Pants Tax’ initiative, we lead a transformative movement. We saw 4 x government petitions over 5+ years, 100,000+ signatures secured and gained support from 70 x MP’s – including 3 x prime ministers and chancellors in that time. This change in legislation not only marks a significant step towards fair and equitable policies surrounding menstrual hygiene products, but also women’s health! It is not just a win for WUKA; it is a win for every girl and woman affected by unjust taxation. We used a multifaceted approach combining multiple strategies; grassroots mobilisation, strategic advocacy, corporate engagement, policy research, educational campaigns and media outreach. Together, these drove the development of the initiative, leading to tangible progress in the movement to abolish the period pants tax and promote menstrual hygiene equity.
As the first B Corp certified period pants brand, what role does sustainability play in WUKA’s product development and overall company mission?
Here at WUKA, we believe that periods should not cost the earth. As a proud B-Corp, equality, social and environmental responsibility lie at the heart of everything we do and most of our customers tend to switch to WUKA because some – if not all – of these values align with their own. We are committed to creating planet-friendly products that don’t cost the earth – from product to packaging to operations. Our products are designed to completely replace plastic-riddled disposable pads and tampons with zero compromise on comfort or sustainability. One pair of WUKA will replace up to 200 disposables from landfill and will last you on average of two years. Switching to WUKA can generate savings exceeding 40%, providing economic relief at a time when people need it most.
How important is it for companies in the health and wellness sector to align with social and environmental causes today?
Aligning with social and environmental causes is more important than ever, especially in the health and wellness sector. Consumers are increasingly looking to support brands that reflect their values and contribute to positive change. My advice to other founders is to embed purpose into every aspect of their business. Be transparent, stay true to your values, and continuously look for ways to innovate with a purpose. Our kick ass approach to periods means we don’t hold back in talking about important topics when it comes to female health and menstruation. Periods are not shameful, but something to be proud of. Through our community – online and offline – we are proud to break down body and period taboos whilst disseminating easy to digest, relevant content that helps people to thrive in their daily lives. We are more than a product in that sense, we are a brand that designs for life.
