Ruby Raut

Ruby Raut is the CEO and co-founder of WUKA (Wake Up Kick Ass), a UK-based company that pioneered period underwear in the country.12 Here are some key details about Ruby Raut:

Background and Education

Ruby grew up in Nepal, where she experienced firsthand the stigma and challenges associated with menstruation.2 She later moved to the UK and earned a Bachelor's Degree in Environmental Science and Health from The Open University.1

Career and Entrepreneurship

WUKA Founder:: In February 2018, Ruby launched WUKA, the UK's first period underwear brand.1 The company aims to provide sustainable, comfortable, and leak-free alternatives to traditional menstrual products.2

Environmental Focus:: Prior to founding WUKA, Ruby worked on various environmental projects, including:

• Food Waste Project Committee Member at Sustainable St Albans
• Project Coordinator for the Environmenstrual Project at Women's Environmental Network1

Mission and Impact

Ruby's mission with WUKA extends beyond providing menstrual products:

• Sustainability: WUKA products are made from eco-friendly materials like Tencel, organic cotton, and recycled nylon.3
• Breaking Taboos: Ruby works to eradicate period shame and encourage open conversations about menstruation.3
• Inclusivity: WUKA caters to a diverse audience, including postpartum mothers and those with slight incontinence.3

Achievements

• Grew WUKA from a £7,000 Kickstarter campaign in 2017 to a company with a £5 million turnover in 2023.4
• Successfully campaigned for the recognition of period pants as menstrual products, leading to VAT exemption in the UK from January 2024.2
• Sold over 700,000 products in 46 countries.2

Ruby Raut's journey from experiencing period stigma in Nepal to becoming a successful entrepreneur in the UK showcases her determination to create positive change in menstrual health and sustainability.