Let’s go back to where it all started.
When WUKA founder and CEO Ruby Raut was growing up in Nepal, getting your period came with a list of rules. You weren’t allowed in the kitchen. You couldn’t touch certain foods. You definitely didn’t talk about it. On top of the shame? The struggle. She was using cloth rags that leaked, bunched up, and made her feel uncomfortable in her own skin.
Then Ruby moved to the UK - and realised that even in a country with modern period products, the stigma hadn’t moved on. Periods were still whispered about. Hidden. Sanitised with blue liquid in ads. And the products? Still uncomfortable. Still wasteful. Still not made for real bodies.
So she took her frustration and turned it into fire.
And from that fire, WUKA was born.
WUKA = Wake Up Kick Ass.
The UK’s first reusable, leak-proof period underwear brand - and a force for change.
What We Believe (and Refuse to Compromise On)
We’re not just here to make better period products. We’re here to change how the world feels about bleeding.
WUKA stands for fearless expression, shared wisdom, and true compassion.
That means:
- No more euphemisms. It’s called a period.
- No more shame. Blood is normal.
- No more single-use plastic. Period dignity shouldn’t cost the earth.
- No more gatekeeping. Every flow, every body, every identity is welcome here.
What We Make (AKA Your Period’s New Best Friend)
From our very first pair of leak-proof pants to a full range of cycle care essentials, everything we create is designed to make periods easier, freer, and way less wasteful.
You’ll find:
- WUKA Basics™ - Affordable, comfy, reliable period pants for everyday flows.
- WUKA Perform™ – Gym, hike, dance, stretch - period or not, you’re moving.
- WUKA Stretch™ - One pair that fits multiple sizes? Stretch says yes.
- WUKA Teen - First periods deserve real support, not awkwardness.
- WUKA Swimwear - Yep, swimming on your period is totally a thing.
- WUKA Cycle Care™ - Our vegan gummies support hormones, immunity, and energy with essential vitamins, minerals, and botanicals - so you feel your best all month long.
Every product is tested, trusted, and built with care. No greenwashing. No gimmicks. Just gear that gets it.
How We’re Shifting the Culture (One Bold Move at a Time)
We’re not here to play nice with the status quo. We’re here to flip the damn table.
🪓 AXE THE TAX
Did you know period pants were taxed as a luxury item in the UK? Like they’re champagne or perfume? We didn’t just roll our eyes - we rolled up our sleeves.
WUKA led the fight to Axe the Tax on period pants.
We rallied MPs, launched petitions, ran national campaigns, and won. In 2024, the government finally removed the 20% VAT on period underwear - because bleeding isn’t a luxury. Dignity shouldn’t come with a price tag.
🏉 TACKLE ANYTHING
Periods on the pitch? Hell yes. Our Tackle Anything campaign teamed up with female athletes to break the silence around bleeding in sport. Because periods shouldn’t bench you. And comfort, coverage, and confidence should be part of your kit.
Our Perform range is made to move with you - high absorbency, breathable fabrics, and zero leaks whether you're doing sprints, yoga, or just sprinting for the bus.
Why We Talk About Periods (Loudly and Proudly)
WUKA doesn’t tiptoe. We don’t shy away from blood. We don’t censor our language to make people more “comfortable.”
Because periods are powerful. And talking about them? That’s how we take away shame.
We’re in schools, on social media, in Parliament, in your inbox - championing real stories, honest info, and fearless conversation. We platform voices. We bust myths. We don’t gatekeep.
And we’re just getting started.
This Is Bigger Than a Pair of Pants
WUKA isn’t just underwear. It’s protest. It’s power. It’s your period, on your terms.
We exist because no one should feel ashamed of bleeding. Because no one should have to choose between sustainability and security. Because periods shouldn’t hold you back - they should remind you just how strong your body is.
So whether you're new to periods, totally over tampons, navigating menopause, or buying for your teen - you belong here.
And WUKA’s got you.
Ready to join the movement?
Explore our best-selling period pants, meet your flow where it’s at, and discover a new kind of cycle care.
Because we’re not just making products.
We’re making change.
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