How I Started in Fashion: Ruby Raut, Founder & CEO, WUKA

Why It Matters

WUKA proves that purpose‑driven fashion can simultaneously tackle gender stigma, environmental waste, and create a fast‑growing market. Its success signals a shift toward sustainable, health‑focused apparel and greater investment in women‑led startups.

Key Takeaways

• WUKA raised £7,000 ($8,800) via Kickstarter in 2017
• Company now B Corp, generating over $2.5 million revenue
• Helped >1 million users adopt reusable period products
• Achieved 7,000% growth in seven years
• Lobbied UK to eliminate VAT on period underwear

Pulse Analysis

The menstrual‑product market has long been dominated by disposable pads and tampons that contribute billions of pounds of plastic waste each year. Ruby Raut’s own experience of using improvised rags in Nepal sparked a mission to combine environmental science with intimate apparel, resulting in WUKA’s reusable period‑wear line. By positioning underwear as a vehicle for dignity and sustainability, the brand tapped an underserved segment of consumers seeking eco‑friendly alternatives, turning a personal pain point into a scalable business model.

WUKA’s growth trajectory illustrates how purpose can attract capital and policy attention. After a modest £7,000 Kickstarter launch, the company secured B Corp certification and expanded into multi‑size period pants, retail partnerships, and a robust online presence. Its advocacy succeeded in persuading the UK government to drop the 20% VAT on period underwear, effectively reclassifying the product from a luxury to a necessity. With revenue now in the multi‑million‑pound range (over $2.5 million) and a user base exceeding one million, WUKA exemplifies how lean, customer‑centric development can drive rapid market adoption.

Looking ahead, WUKA aims to deepen its impact rather than merely scale volume. The brand plans to introduce new product categories, embed reusable solutions in schools and sports clubs, and leverage its rebrand to become a cultural platform linking women’s health, sustainability, and systemic change. Raut’s commitment to mentoring other women founders underscores a broader industry shift toward inclusive leadership. As menstrual equity gains mainstream traction, companies like WUKA are poised to reshape fashion’s narrative—from fleeting trends to lasting social and environmental value.