“When studying for my Environmental Science degree, I discovered that more than 200,000 tones of tampons and pads were sent to UK landfills every year, contributing to the mounting tide of plastic pollution. This was my ‘lightbulb moment’. I knew something had to change about the way we handled menstruation.” Ruby Raut, Founder and CEO
Our 2025 The Novi Awards Businesswoman of the Year saw a need and built her purpose around it.
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.
Ruby grew up in Nepal, where shame about periods was widespread. Nachune is the Nepalese word for period, which translates as “untouchable”. When she started her period, she experienced a form of Chapaudi, now illegal in Nepal.
During menstruation, she was sent to her aunt’s house and was not allowed to go out in the sun, look at men or touch plants, as it was believed she would kill them, simply because she was having a period.
Like other girls, she was given old sari rags to use for the bleeding, which were reusable and eco-friendly, but not hygienic. They were not leak-proof or comfortable and did not work for her when she played sports.
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.
Although she was not present when her award was announced, her impact was felt in the room.
A leader whose purpose speaks for itself. One we’re glad to honor as Novi Woman of the Week.
Explore the full list of our 2025 winners on our website: https://www.thenoviawards.com/
Get Involved
For more information about the award and to register for next year, visit the website https://www.thenoviawards.com/
We encourage the public to engage with the winners by sharing the list on social media using #NoviAwards2025 https://www.thenoviawards.com/novi-winners-2025/
