Ruby Raut, a Nepali-born environmentalist, is the co-founder and CEO of WUKA (Wake Up Kick Ass), the UK’s first reusable period underwear brand. Raised in Nepal, she experienced harmful menstrual taboos firsthand, sparking her lifelong commitment to menstrual equity and sustainability. Through WUKA, Ruby challenges single-use period products and breaks the silence around menstrual health. She has pioneered innovative, eco-friendly alternatives that empower people and protect the planet. Ruby’s work bridges climate action, social justice, and gender equity. Her mission is to drive real, lasting change—using business as a force for good and advocacy to shift cultural conversations.