Ft. Ruby Raut, Founder of WUKA

What does it take to turn personal shame into a global movement? In this episode, I sit down with Ruby Raut - Nepali-born environmental scientist, award-winning entrepreneur, and founder of WUKA (Wake Up, Kick Ass), the UK's first reusable period underwear brand - for an honest, inspiring, and boundary-breaking conversation about periods, purpose, and building a business that changes lives.

Growing up in Nepal, Ruby experienced first-hand the harmful menstrual taboos that affect millions of women and girls worldwide. That lived experience became the foundation for everything she would go on to build - a brand, a campaign, and a movement.

In this episode we cover:

• How Ruby's upbringing in Nepal shaped her mission for menstrual equity
• The founding story of WUKA and scaling to over one million customers worldwide
• Breaking period stigma and rewriting the cultural narrative around menstruation
• The groundbreaking Axe the Period Tax campaign and how Ruby helped make period underwear VAT-free in the UK from 2024
• WUKA's Tackle Anything campaign and why representation in sport matters for menstrual health
• Sustainable, eco-friendly period care and why reusable period underwear is a game-changer for people and the planet
• What it really takes to build a purpose-led brand as a female founder

If you're a female entrepreneur, women's health advocate, or sustainability champion - this episode is for you.