Our story

You are a force of nature.

Powerful, bold, and beautifully unstoppable. And so are we.

WUKA was created to honour that force, to support everyone who bleeds with products that are unapologetically better. 

We’re not here to play small. We’re here to challenge the norms, smash the silence, and create period care that works with your body, not against it. From first bleeds to full-blown life, WUKA is ready for anything, and ready for everyone. 

Our founder, Ruby Raut, grew up in Nepal, where periods came with exile, stigma, and silence. Banished to a hut during her cycle, she knew something had to change. Years later, Ruby brought science, sustainability and lived experience together to create something radically different: the UK’s first reusable period underwear. A category-defining product born from the belief that no one should feel ashamed of their body’s power.

“I started WUKA because I never wanted another girl to feel the shame I did. Periods are not dirty or embarrassing, they’re natural. They’re powerful. And they deserve care that reflects that.”

Ruby Raut, Founder & CEO

What We Stand For

We believe period care can be more than just functional - it can be freeing. Here’s what guides us:

Fearless expression: Say it straight. Wear it proud. Stand tall in who you are.

Breaking the mould: We don’t follow rules. We rewrite them. 

Shared wisdom: All flows are valid. All stories are powerful.

True compassion: Real talk. Real care. Real products that work.

We’re proudly female-led, BCorp certified, and built on the belief that period care should be inclusive, sustainable, and stigma-free - always. 

What We’ve Achieved (So Far)

Together with our community, we’ve turned a personal mission into a global movement.

 🌍 Diverted 100's of millions of disposable products from landfill

💬 Opened up real conversations about periods in schools, sports clubs, and families

🩸 Supported thousands of teens through their first period with starter kits that empower, not embarrass

🛍️ Partnered with major retailers like Boots and Tesco to make WUKA accessible to more people than ever

♻️ Saved money, waste, and worry for people switching to sustainable period care. And we’re just getting started.

Why WUKA?

Think of WUKA as your Big Sis, she knows what to do and guides you on your way. And she's designed every product, from leakproof pants to period swimwear, starter kits to menstrual gummies, to help you live life without holding back. 

We’re for parents prepping tweens for their first period. Teens navigating school and sport. Adults who are done compromising comfort. And everyone in between.