Changing the law whilst building a business: by Ruby Raut, founder of WUKA period wear

Women’s period pants dropped in price by about £2 a year ago after a campaign led by Ruby Raut’s company, WUKA, pushed the Government to abolish VAT on the product. Now, Raut has turned her attention to the tax still applied to period swimwear. 

She has been campaigning throughout her eight-year journey of building WUKA into a multi-million-pound business.

“Back when tampons and pads were still taxed, the VAT used to be ring-fenced and went to support women’s health organisations,” Raut explains. “But the VAT paid on period pants went straight to the Government. No reinvestment, no support, just women being penalised for managing a natural bodily function.

“Periods aren’t optional, and we shouldn’t have to pay the government for having one. But as a woman of colour, an immigrant, and a founder discussing periods, I’ve been patronised, ignored, and dismissed more times than I can count. When I introduce myself and share what I do, around 60% of the time someone asks, ‘What are you doing to help period health in developing countries?’ as if solving a real problem in the UK isn’t enough.

“The harder part for me was not knowing anyone. No warm introductions, no existing network. Every conversation started from square one. Who are you? Why are you doing this? As an immigrant, you’re constantly having to justify your presence before you even get a chance to explain your idea.”

WUKA’s VAT campaign took persistence. It involved three Prime Ministers, 70 meetings with MPs, “and countless emails with HMRC.”

“Most people give up after a few rejections. But real change doesn’t happen from one meeting. It comes from consistency, from patience, from purpose.” Raut also learned the value of backing from major brands.

“When companies like M&S, Tesco, and Boots joined the conversation, things started to shift. Their involvement helped open doors. But it’s crucial to manage communications clearly when that happens. Make sure it’s understood who is leading and why. That part can get tricky, especially when big companies come in with substantial budgets and louder voices.”

“In the end, I learned to turn all of it into strength. Every time I had to introduce myself from scratch, it sharpened my message. It made me clearer, more confident, and more determined. And it reminded me that if no one is opening the door for you, you can absolutely build your own and hold it open for the next person too.”

Read more about WUKA via their website and read more of our scaleup stories here.

Founder of WUKA - Ruby Raut