Action X WUKA

One in ten in the UK can’t afford period products… so why are we still calling this a developed country problem?

By Ruby Raut, CEO and Co-founder of WUKA

I started WUKA from a deeply personal experience. Growing up in Nepal, periods were not just something you managed each month, they were something that defined your place in society. I was sent away from my home during my first period, isolated because of a practice rooted in stigma and shame. That moment stayed with me. It shaped how I saw periods, not just as a biological experience, but as something that could limit your freedom, confidence, and sense of dignity.

When I later moved to the UK, I expected a very different reality. I assumed that in one of the richest countries in the world, period care would be accessible to everyone. But I quickly realised that while the stigma looked different, the problem still existed. Here, it was not always about being sent away or excluded by tradition. It was about not being able to afford basic period products.

In 2026, that reality is still true. A recent poll by ActionAid UK found that more than one in ten women and people who menstruate in the UK have struggled to afford period products for themselves or someone they care for in the last year. Behind that statistic are difficult choices. Nearly two thirds had to prioritise buying food instead, and two in five had to prioritise paying for gas or electricity. These are not minor trade offs. These are essential needs competing against each other.

What is even more concerning is how people are coping. Over a third reported wearing single use pads or tampons for longer than recommended, increasing the risk of infection. Others are turning to makeshift solutions like tissues, cotton wool, or even paper and newspaper. These are not safe alternatives, yet they are becoming a reality for too many people.

Period poverty is not just about products. It is about the impact it has on people’s daily lives. The same research shows that periods are still quietly excluding people from participating fully in society. More than a third avoided sport or exercise, while others missed work, school, or social activities. Nearly a quarter said they stayed at home because they could not afford period products. When something as natural as a period begins to limit your ability to show up in life, it becomes clear that this is not just a personal issue. It is a systemic one.

This is why WUKA is partnering with ActionAid. Because period poverty is complex and it exists in different forms across the world. In Nepal, where I grew up, the challenge was deeply rooted in stigma and harmful cultural practices. In the UK, it is often about affordability and access. Globally, it is also about infrastructure, with millions lacking access to clean water, safe toilets, and private spaces to manage their periods.

Despite these differences, the outcome is the same. People are held back simply because they menstruate.

What gives me hope is that solutions already exist, and many of them are being led by women and girls themselves. Around the world, communities are finding ways to challenge stigma, improve access, and create sustainable alternatives. ActionAid’s work is a powerful example of this. From supporting girls with education and advocacy, to creating safe spaces and providing access to products, their approach addresses both the immediate need and the root causes of period poverty.

At WUKA, we believe that reusable period products are a key part of the solution. Period underwear offers a long term, cost effective alternative to disposable products, while also being better for the environment. In fact, nearly half of those surveyed in the UK believe reusable products are more cost effective. But this is not just about affordability. It is about giving people confidence, comfort, and control over their bodies.

This partnership is about more than awareness. It is about action. Together with ActionAid, we want to challenge the systems that allow period poverty to persist. We want to make period care accessible, break down stigma, and ensure that no one is excluded from education, work, sport, or social life because of their period.

For me, this work will always be personal. I started WUKA because I never wanted another girl to feel the shame I felt growing up. Today, that mission has grown. It is no longer just about ending stigma. It is about ensuring that no one has to choose between their basic needs and managing their period safely.

Periods are not a luxury. They are not optional. They are a natural part of life. And managing them with dignity should never be a privilege reserved for some.

Through this partnership with ActionAid, we are taking another step towards a world where no one is held back because of their period.