Ruby Raut is the Founder and CEO of WUKA, a pioneering brand transforming period care through innovation, sustainability and social impact.

What started as a challenger brand has grown into a category leader, with WUKA now one of the UK’s most recognised names in reusable period products. The business has scaled rapidly, bringing sustainable alternatives into the mainstream and shifting how consumers, retailers and policymakers think about menstrual health.

At the heart of WUKA is a clear mission. Ruby is deeply passionate about breaking taboos, improving access to period care and creating solutions that are better for both people and the planet. Her work goes far beyond product, she has been an active voice in national conversations around menstrual equity, campaigning for greater accessibility, affordability and systemic change. Her advocacy has contributed to wider momentum that led to the removal of VAT on menstrual products in the UK, a landmark shift that signalled growing recognition of period care as an essential, not a luxury.

Ruby’s influence now extends across industry and policy. She works with major retailers, partners and decision-makers to increase access to sustainable products, while continuing to challenge outdated perceptions and push for progress at scale.

As a founder, she represents a new generation of leaders building businesses with both commercial strength and social purpose. Her approach is clear, business can, and should, be a force for change.

Through WUKA, Ruby continues to lead a movement that is not only reshaping an industry, but driving a more open, equitable and sustainable future.