What Ruby Love does

Ruby Love is a New York-based direct-to-consumer period apparel company founded in 2015 by Crystal Etienne as PantyProp and rebranded to Ruby Love in June 2019. Operating under the legal entity PantyProp Inc., the company employs 11-50 people and sells leak-proof reusable period underwear, swimwear, sleepwear, activewear, kits, and accessories primarily through its Shopify storefront with worldwide shipping from the United States.

The product portfolio is built around a proprietary multi-layer period-proof technology stack. The Dri-Tech Mesh layer addresses front, side, and back leak prevention; a built-in organic cotton absorbent layer captures menstrual flow; a proprietary super absorbent layer delivers odor control and dryness equivalent to 2.5-3 tampons' worth of protection; a moisture-wicking barrier manages moisture; and an exterior shell prevents swelling in water. The company holds patent-pending status on period swimwear technology (claiming to be the original inventor of the category) and on five leak-proof core design features. Products are free of PFAs, polyurethane laminate, and nano-silver, and are offered in sizes XXS to 8XL.

Ruby Love generates revenue through three streams: direct e-commerce sales (pricing from $9.99 for sanitary pads to $349.99 for the Ultimate Collection Box, with most period underwear at $17.99-$29.99), recurring monthly subscription kits ($24.99-$34.99/month on 3, 6, or 12 month plans that do not auto-renew), and a wholesale program for retailers placing $1,500+ orders at a 35% discount. The company serves seven identified customer segments including women, tween and teen first-time menstruators, swimmers, postpartum women, men with incontinence, the elderly, and plus-size consumers, with active demand in the US, UK, Australia, New Zealand, Canada, and Germany.

Name

Ruby Love

Legal name

PantyProp Inc.

Website

https://rubylove.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Ruby Love (formerly PantyProp) is a US-based direct-to-consumer period apparel company selling patented leak-proof underwear, swimwear, sleepwear, and activewear across sizes XXS-8XL to women, teens, and incontinence consumers across six countries.

Ownership category

akta.pro rank

Product category

Period-Proof Apparel and Menstrual Hygiene Wearables

NAICS

Clothing and Clothing Accessories Retailers (4581), Apparel Accessories and Other Apparel Manufacturing (3159), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Women's, Misses', Children's & Infants' Undergarments (2340), Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Panties & Briefs (CRAAAIAB)

akta.pro secondary industries

Incontinence & Bladder Leak Products (Feminine) (CRABAIAM), Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF)

Keywords

• Period-proof underwear
• Menstrual hygiene apparel
• Period swimwear
• Incontinence wearables
• First period kits

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Direct E-commerce Sales: Ruby Love generates primary revenue through direct consumer sales via their website rubylove.com. Products include period underwear, swimwear, sleepwear, activewear, first period kits, and accessories. Individual products range from $9.99 for sanitary pads to $349.99 for ultimate collection boxes, with the majority of period underwear priced between $17.99-$29.99 per pair.
2. Monthly Subscription Kits: Ruby Love offers monthly period kit subscription plans providing recurring revenue. Plans include 3-month ($34.99/month), 6-month ($29.99/month), and 12-month ($24.99/month) options. Each themed box includes period-proof teen underwear, double-sided pads, feminine disposable pads, and fun surprise items. Subscriptions do not auto-renew at the end of the period.
3. Wholesale Distribution: Ruby Love sells to wholesale partners who order $1,500 or more pre-tax, receiving a 35% discount. This B2B channel enables broader retail distribution while maintaining premium pricing through the wholesale margin structure.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Ruby Love designs, manufactures, and sells proprietary period-proof apparel, including leak-proof underwear, swimwear, sleepwear, activewear, and accessory kits for women, teens, men, and individuals with incontinence. The products use a patented multi-layer absorbent system (Dri-Tech Mesh, organic cotton layer, super absorbent odor-control layer, moisture-wicking barrier, water-resistant exterior) and are sold primarily direct-to-consumer via rubylove.com, with subscription and wholesale channels.

Product overview

Ruby Love is a direct-to-consumer period apparel company offering a comprehensive portfolio of leak-proof, reusable period protection products. The core offerings include Period Underwear (Women's and Teen versions) in multiple styles (Bikini, Hipster, Brief, High-Waist), Period Swimwear (One-Piece and Two-Piece styles), Period Sleepwear/Loungewear, and Period Activewear including specialized Ruby Love Athletics for sports. Supporting products include the First Period Kit (a comprehensive starter package for tweens), Monthly Period Kit subscription service, Ultimate Collection Box, reusable Double-Sided Pads, and Sanitary Pads. The Plus Size Collection extends sizes up to 8XL. All products feature proprietary Dri-Tech Mesh technology with built-in absorbent organic cotton layers. The company also offers various accessories including T-Shirts, Hoodies, Journals, and Gift Cards. Ruby Love was founded in 2015 (originally as PantyProp) and rebranded in 2019.

Differentiator

Problem solved

Functional benefit

Products and services

• Period Underwear (Women's) Leak-proof period underwear for women in Bikini, Hipster, Brief, and High-Waist styles, featuring patented Dri-Tech Mesh and built-in organic cotton absorbent layers; available in sizes XXS-8XL and priced $17.99-$29.99 per pair.
• Teen Period Underwear Period-proof underwear designed specifically for tweens and teens, with colors and patterns tailored to younger wearers and the same leak-proof multi-layer technology as adult styles.
• Period Swimwear (Women's) Water-resistant period swimwear including One-Piece, Two-Piece, Bottoms, and Racerback styles, priced $99.00-$169.99; claimed as the original period swimwear with a four-layer construction that does not swell in water and holds up to 3 tampons' worth of protection.
• Teen Period Swimwear Period-safe swimwear designed for tweens and teens, including Ruffle Sets, with four-layer protection, water-resistant exterior, and built-in absorbent lining so younger swimmers can participate in water activities during their periods.
• Period Sleepwear / Loungewear Sleepwear and loungewear with built-in period protection, including Sleep Boyshort ($79.99), Sleep Pants ($89.99), and Onesies, designed for overnight comfort and leak prevention.
• Period Activewear (including Ruby Love Athletics) Athletic apparel with built-in period protection, including Tennis Skorts ($88.00), Period Leggings, Gymnastics Leotards ($129.99), Period Bodysuits, and Sport Racerback Swimwear (up to $199.99), for sports and fitness activities during menstruation.
• First Period Kit Comprehensive first-period care package for tweens and teens, containing 15+ items including period-proof underwear, feminine hygiene pads, carry pouch, bracelet, sleep mask, socks, lip balm, stress ball, warming gel pad, compact mirror, beauty mask, bath sponge, diary, and other essentials in a keepsake box; priced at $99.99.
• Monthly Period Kit Subscription Subscription box delivering themed period essentials (teen period underwear, double-sided pads, feminine disposable pads, surprise items) on monthly cycles with 3-month ($34.99/month), 6-month ($29.99/month), and 12-month ($24.99/month) plans; billed on the 15th of each month and does not auto-renew.
• Ultimate Collection Box Bundled period protection package containing best-selling period apparel and accessories, marketed as a holiday gift option in both Women's and Teen versions at $349.99.
• Double-Sided Reusable Pads Reusable double-sided pads that can be added inside Ruby Love period underwear for additional protection, available in 2, 4, 8, and 12 pack sizes.
• Super Sanitary Pads Disposable sanitary pads with ultra-soft, fragrance-free, hypoallergenic materials and no synthetics or additives, sold in boxes of 8 at $9.99 per box.
• Accessories Apparel and gift items complementing the period apparel range, including T-Shirts, Hoodies, Rainbow Toe Socks, Blank Personal Journals, Puberty Books, and Gift Cards.

Quantifiable outcome

• Up to 2.5 tampons' worth of protection for underwear; up to 3 tampons' worth for swimwear; up to 6.5 tampons when paired with double-sided pad
• +3 more outcomes

Named customers7 records

Segments7 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Two partnerships are on record, tiered core.

• Teen VoguecoreGTM or Marketing PartnerRuby Love partnered with Teen Vogue to create a limited-edition First Period Box collaboration. The partnership included leak-proof satin underwear, hygiene must-haves, and glam items for teens. This collaboration represents a key brand-building partnership targeting the teen demographic through a trusted media outlet.
• Impact.comcoreGTM or Marketing PartnerRuby Love operates an affiliate partnership program through Impact.com, enabling influencers and content creators to partner with the brand and earn commissions on referred sales. This platform manages the company's influencer and affiliate marketing relationships.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Thinx: Thinx is a direct-to-consumer period underwear brand offering reusable leak-proof underwear, activewear, and swimwear. It is the most direct comparable to Ruby Love given overlapping product categories (period underwear, swimwear), target demographics (women and teens), and DTC business model.
• Knix: Knix offers leak-proof underwear, activewear, and postpartum apparel through a direct-to-consumer model. Highly comparable to Ruby Love given shared focus on period/leak-proof apparel, expansion into activewear and postpartum, and tech-enabled absorbent fabrics.
• Modibodi: Modibodi is an Australian period and incontinence apparel brand selling leak-proof underwear, swimwear, and activewear. Comparable to Ruby Love through its reusable leak-proof technology platform and expansion across women's, teen, and incontinence segments.
• Saalt: Saalt sells reusable period underwear, menstrual cups, and leak-proof apparel through DTC channels. Comparable to Ruby Love in the reusable period care category, with similar sustainability positioning and direct-to-consumer e-commerce focus.
• Cora: Cora is a women-led period care brand offering organic tampons, pads, period underwear, and menstrual cups. Comparable to Ruby Love as a direct-to-consumer period care brand with similar target demographics and sustainability-led positioning.
• Rael: Rael is a clean-period care DTC brand offering pads, tampons, liners, and reusable underwear. Comparable to Ruby Love through overlapping product mix, target consumer (women and teens), and focus on clean/eco-friendly menstrual products.

Emerging players

• Aunt Flow: Aunt Flow focuses on period products for schools, offices, and public bathrooms with a hybrid B2B/B2C model. Comparable to Ruby Love in addressing period care stigma but operates primarily in institutional/wholesale channels rather than apparel.
• Lunapads: Lunapads is a Canadian reusable period products company offering cloth pads, menstrual cups, and period underwear. Comparable to Ruby Love as a smaller, sustainability-focused period care brand operating in the reusable/recyclable category.

Broad incumbents

• Always (P&G): Always is P&G's leading feminine hygiene brand covering pads, liners, tampons, and increasingly period underwear. Comparable as a broad incumbent in the feminine care category that competes with Ruby Love on period protection, particularly through retail distribution advantages.
• U by Kotex (Kimberly-Clark): U by Kotex is Kimberly-Clark's youth-oriented feminine hygiene brand offering pads, liners, tampons, and period underwear. Comparable to Ruby Love as a broad incumbent competing for the same teen and young adult female demographic.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/rubylove
• Xx.com/ShopRubyLove

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds6 records

Investors7 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ruby Love