EP 10: WUKA wear and period education for Gen Alpha with Ruby Raut

In this powerful episode, Kate and Lucy speak with Ruby Raut - entrepreneur and founder of WUKA - about transforming the way we talk about periods, bodies, and confidence.

Ruby shares her journey from growing up in Nepal to building one of the UK's most recognised period-wear brands. She reflects on her childhood as a brave, curious child and the cultural taboos surrounding menstruation that shaped her early experiences. From being excluded during her period to witnessing the stigma faced by women in her community, Ruby explains how these experiences fuelled her determination to create change.

What began as a passion for sustainability quickly turned into an entrepreneurial journey. Ruby takes us behind the scenes of building WUKA - from early prototypes and market research to launching on Kickstarter and eventually securing partnerships with major retailers including Tesco, Boots and Decathlon.

The conversation also explores the wider mission behind the brand: breaking stigma, improving menstrual education, and helping young people feel confident and informed about their bodies. Ruby shares how initiatives like school education packs and WUKA Talks are helping bridge knowledge gaps for children, parents, and teachers.

From innovative period swimwear for young athletes to tackling the reality that children are entering puberty earlier than ever, Ruby's work is helping reshape the conversation around menstrual health - making it more inclusive, sustainable, and empowering for the next generation.

Takeaways Cultural taboos around menstruation still impact girls around the world

Education is key to reducing shame and stigma around periods

Sustainable menstrual products can transform confidence and environmental impact

Entrepreneurship often starts with solving a personal problem

Children are entering puberty earlier, making early education essential

Inclusive products help young people participate fully in sport and daily life

Media and storytelling can accelerate awareness and social change