Eight years in. A new skin. A new chapter for WUKA.
This year wasn’t just about product drops or pretty campaigns. It was personal. It was powerful. It was the moment we paused, looked at everything we’d built - and chose to evolve. Thoughtfully. Boldly. Honestly.
We’ll get to the launches (spoiler: swimwear, new teen colours, period pool parties, and a Go Bag that’s ready for anything). But first, we’re handing the mic to our founder and CEO, Ruby Raut, to reflect on a year of transformation.
“That is exactly what 2025 felt like for us.” - A Message from Ruby
“This year marked our eighth year of building WUKA. And if there is one thing I have learned about building a brand, it is that real change does not happen overnight. It happens quietly, patiently, layer by layer, until one day you look back and realise you have grown into something new.
“That is exactly what 2025 felt like for us.
“The brand refresh did not come from a place of wanting to look different for the sake of it. It came from a place of honesty. We had grown. Our customers had grown. The conversation around periods had changed. And yet our brand was still wearing clothes that belonged to an earlier version of us.
“Eight years ago, period underwear was seen as niche - something you maybe tried quietly, if you were curious enough. Now? It’s mainstream. It's normal. It's worn at school, at the gym, in the pool, through menopause, and on everyday mornings when you just want your body to feel held.
“Eight years ago, period underwear was seen as an alternative. Something niche. Something you tried quietly. Today, it is mainstream. It is worn to school, to the gym, in the pool, on holiday, through menopause, through everyday life. Our brand needed to reflect that confidence, that normality, and that maturity.
“So we paused. We worked with an agency. We asked hard questions. We stripped things back to what really mattered. For months, the new WUKA existed only on paper, in decks, in mock visuals, in conversations. It was exciting, but also terrifying. Because a brand refresh is not just about colour or logo. It is about saying this is who we are now.
“Bringing that brand into the real world was one of the most emotional moments of my career.”
From Mockups to Movement
In June, we brought our new identity to life.
“In June, everything changed. We brought the brand refresh to life through our biggest shoots ever. We saw the new colours, the new tone, the new confidence on real bodies for the first time. We shot teens properly, respectfully, proudly. We saw packaging move from mockups into something you could hold in your hands. It felt like watching a thought become real.”
“And then we did something we had never done before. We took the brand outside.
“We launched the world’s first period pool parties. We put WUKA on tennis courts. We showed up in shopping centres. We stood in front of customers and listened to what they felt when they saw the new brand. We learned that a brand is not finished when it looks good online. It is finished when it works in real life.”
“There were mistakes. There were lessons. There was growth. And there was joy. This year, WUKA was truly in the wild.”
Every Launch, Every First: 2025 in Action
We didn’t just change how we looked.
We changed what we delivered - for real bodies, real routines, and real life.
This year wasn’t about surface-level updates. It was about listening, evolving, and making products that meet people exactly where they are - in the changing room, on the bike seat, by the pool, or in the middle of a maths lesson.
We launched smarter, softer, stronger period wear. We introduced new fits, brighter colours, and bigger bundles. We made our products easier to find, easier to wear, and easier to love.
Because a brand glow-up only matters if it shows up - in comfort, in confidence, in the everyday moments where period care makes a difference.
🩱 WUKA Swimwear
- New Swim Shorts launched - Designed for full confidence in and out of the water, with more coverage and absolutely zero leaks.
- Two-Tone Swimsuits (scoop back & racer back) - Bold, leak-proof swimwear in two sleek silhouettes, built to move with every body.
- Adjustable swim tops Supportive, stylish, and customisable - made to fit your flow and your form.
Because period care shouldn’t stop at the water’s edge.
🎒 Back to School with Confidence
- Teen School Sets - Everyday period protection, made for school bags, sleepovers, and zero-stress mornings
- Period Starter Kit - Everything a first period needs, in one confidence-boosting box — no awkward aisle moments required.
- NEW teen colours in Lime Punch, Pinkest Pink, and Sun Orange. Bright, bold, and unapologetically fun - because period pants should never be boring.
We didn’t just launch products for teens - we centred them. Shot them proudly. Built kits with them. Because they’re not the future of period care - they’re the present.
🎾 Periods in Sport
- WUKA Skort - Sporty on the outside, leak-proof on the inside - built for movement, confidence, and staying in the game.
- Cycling Shorts - High-performance period protection with built-in support - perfect for PE, practice, or powering through your day.
We showed up where periods were least expected - and most powerful.
❤️WUKA Cycle Care
- WUKA gummies: Iron, Vitamin D and Hormone support - Daily supplements designed to support energy, balance hormones, and keep you feeling strong all cycleBiodegradable intimate wipes - Gentle, planet-friendly wipes for freshening up on-the-go - no harsh ingredients, no waste, no worries.
👜 The Go Bag
Because you never forget your period when it forgets you. The WUKA Go Bag is an all-in-one grab-and-go kit said: “You’ve got this.”
New Skin, New Site
We launched our brand-new website in June - redesigned with clarity, ease, and confidence in mind. Because buying period pants shouldn’t be complicated. It should feel like a hell yes.
And yes - the packaging glow-up is real. What started in decks and mockups became physical, purposeful, and unapologetically WUKA.
What Impact Really Looks Like
“Alongside that growth came impact at a scale we could only dream of when we first started. The bottom line is this. Together with our community, we saved 100 million disposable pads and tampons from going to landfill in just one year. That number represents habit change, trust, and millions of everyday choices made differently. Eight years ago, this felt impossible. Today, it feels inevitable.”
That number means less waste, more choice, and proof that reusables aren’t a trend - they’re a movement.
Awards. And Then Some.
“And then came recognition that still takes my breath away.
“In one year, we won 14 awards. We were named the Guardian’s best period underwear. We were named the Telegraph’s best period underwear. These were not small lists. These journalists tested over 30 different pairs. And we came out number one.”
“That matters. Not because awards define a brand, but because they validate years of care, research, listening, and refusing to cut corners. They tell us that what we are building works, not just in theory, but in real life.”
“We also won awards for impact, for entrepreneurship, for sport, for sustainability. We stood on stages, in rooms, in places I could never have imagined when I started WUKA at my kitchen table. And yet, the proudest moments were often the quiet ones. Seeing a teen talk openly about her period and reach over a million people. Watching girls stay in sport because they felt supported. Seeing our products on shelves and knowing they would change someone’s day.”
We’re Not Done Yet.
“Brands are not built through virality. They are built through consistency. They are built through showing up year after year, even when it is hard. Through learning. Through listening. Through evolving. I often think about how our bodies renew themselves every seven years. New cells. New skin. The same person, but changed. This year felt like that.”
“WUKA did not become something different. We became more ourselves. More confident. More grounded. More honest. And as we close this chapter, I feel deep gratitude. For our team. For our customers. For everyone who believed in a reusable future before it was mainstream. We are eight years in. And somehow, it still feels like we are only just getting started.”
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