What Ruby Cup does

Ruby Cup, legally Ruby Life Ltd., is a Barcelona-designed, UK-headquartered direct-to-consumer brand that manufactures and sells reusable menstrual cups and period underwear. The company's core technology is medical-grade silicone menstrual cups certified to Class II biocompatibility standards (UNI EN ISO 10993-1:2010) and reusable for up to 10 years, paired with OEKO-TEX STANDARD 100 certified period underwear reusable for 5 years. Cups are produced in China and packaged in England, with a multi-currency Shopify storefront serving 200,000+ users globally across at least 17 countries and 4 continents.

The business operates on a one-time-purchase pricing model spanning roughly $17-$76 per SKU, with bundle SKUs (Duo Pack, Teenage Dream, Ultimate Bundle, Starter Pack) and accessories (sterilizer, kegel trainer) supporting cross-sell. Revenue is generated through three primary streams: DTC e-commerce on rubycup.com, wholesale partnerships with global distributors and retailers, and B2B Corporate Social Responsibility programmes targeting corporate buyers. A parallel NGO and non-profit channel supports menstrual health education initiatives and product donations, with reported 80%+ uptake rates across partner programmes.

Since 2012, the company's defining strategic asset has been its Buy One Give One programme, under which 155,000+ cups have been donated worldwide through partnerships with CARE International, Save the Children, and UNHCR. In 2013, Ruby Cup deepened its impact model by co-developing the Learning Centre nursery in Kisumu, Kenya, with the Golden Girls Foundation, employing 20 local women and supporting 200+ children. The company achieved Carbon Neutral certification through Carbon Neutral Britain in December 2024, offsets 60 tonnes of CO2e annually, and holds a 100/100 ethical rating from The GOOD Shopping Guide. Leadership consists of co-founder Veronica D'Souza, with the core operating entity staffed at 1-10 employees as of the input data.

Name

Ruby Cup

Legal name

Ruby Life Ltd.

Website

https://rubycup.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Ruby Cup (Ruby Life Ltd.) is a UK-headquartered, Barcelona-designed direct-to-consumer brand selling reusable medical-grade silicone menstrual cups and period underwear globally, operating on a Buy One Give One model that has donated 155,000+ cups across 17 countries.

Ownership category

akta.pro rank

Product category

Menstrual Hygiene Products

NAICS

Health and Personal Care Retailers (4561), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Menstrual Cups (CRABAIAE)

akta.pro secondary industry

Period Underwear (CRABAIAG)

Keywords

• Reusable menstrual cups
• Period underwear
• Menstrual hygiene products
• Sustainable period care
• Personal care products

Headquarters

HQ city

Barcelona

HQ country

Spain

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain

Revenue model

1. Menstrual Cup Sales: Ruby Cup generates primary revenue through direct-to-consumer sales of reusable menstrual cups. Each purchase triggers a Buy One Give One donation commitment where one cup is donated for every cup sold. The cup is a one-time purchase lasting up to 10 years, representing exceptional cost-per-use value compared to disposable products.
2. Period Underwear Sales: Secondary revenue stream from Flow Freedom (heavy flow) and Fearless (light flow) period underwear. For every sale of period pants, 2% of revenue is donated to the Learning Centre nursery in Kisumu, Kenya.
3. Accessories and Bundles: Ruby Sterilizer, Ruby Kegel Trainer, and various bundle packages (Duo Pack, Clean + Green, Teenage Dream, Dynamic Duo, Ultimate Bundle, Starter Pack) offering discounted pricing on multiple products.
4. Wholesale and B2B Partnerships: Ruby Cup works with distributors and retailers globally, offering competitive wholesale pricing. Corporate Social Responsibility partnerships help companies support employees with menstrual health products and workplace programs.
5. NGO and Non-Profit Partnerships: Partnerships with NGOs for menstrual health programs including product donations and substantial discounts for non-profit initiatives, supported by training materials and implementation support.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

Ruby Cup designs and sells reusable medical-grade silicone menstrual cups and reusable period underwear (Flow Freedom heavy-flow and Fearless light-flow) direct-to-consumer globally through its e-commerce store. Each menstrual cup purchase triggers a Buy One Give One donation, and the products are designed to last up to 10 years, replacing over 2,000 disposable period products per user lifetime. Supporting accessories (sterilizer, kegel trainer) and discounted bundles complete the catalogue.

Differentiator

Problem solved

Functional benefit

Brands

• Ruby Life Period Underwear: Brand line for period underwear products under the Ruby Cup umbrella.

Products and services

• Ruby Cup Menstrual Cup Reusable menstrual cup made from 100% medical-grade silicone, available in Small (24ml capacity) and Medium (34ml capacity) sizes and multiple colours. Reusable for up to 10 years, can be worn for up to 12 hours, and every purchase donates a cup to someone in need via the Buy One Give One programme.
• Flow Freedom Period Underwear Heavy-flow reusable period underwear made from OEKO-TEX STANDARD 100 certified fabric, holding up to 50ml (equivalent to 3 super tampons) with a full-length built-in pad design. Reusable for 5 years, machine washable, available in sizes XS-4XL. 2% of revenue is donated to the Learning Centre in Kisumu, Kenya.
• Fearless Period Underwear Ultra-thin reusable period underwear designed for lighter flow days or as backup to a menstrual cup, made from OEKO-TEX STANDARD 100 certified fabric. Reusable for 5 years, machine washable, available in sizes XS-4XL. 2% of revenue is donated to the Learning Centre in Kisumu, Kenya.
• Ruby Sterilizer
• Ruby Kegel Trainer

Quantifiable outcome

• Over 155,000 cups donated to people without access to period products
• +5 more outcomes

Named customers3 records

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Carbon Neutral BritaincoreTechnology or Integration · 1 January 2024Carbon Neutral Britain provides Ruby Cup's carbon neutral certification. Ruby Cup offsets 60 tonnes of CO₂e annually and supports tree-planting projects both in the UK and globally. Over 400 trees planted to date.
• The GOOD Shopping GuideminorOthers · 1 January 2024The GOOD Shopping Guide awarded Ruby Cup a 100/100 rating on their Period Products Ethical Comparison Ratings Table, the highest rating any period product brand can achieve, evaluating environmental responsibility, treatment of people and animals, transparency, and overall business ethics.
• Golden Girls FoundationcoreStrategic or Co-development Partner · 1 January 2013Kenyan foundation that partnered with Ruby Cup in 2013 to establish the Learning Centre nursery in Kisumu, Kenya. The centre supports 200+ children and employs 20 local women as teachers and mentors. 2% of period underwear revenue is donated to support the centre.
• CARE InternationalcoreStrategic or Co-development Partner · 1 January 2012Major international humanitarian organization working with Ruby Cup since 2012 as part of the Buy One Give One programme to donate menstrual cups to people in need worldwide.
• Save the ChildrencoreStrategic or Co-development Partner · 1 January 2012International NGO partnering with Ruby Cup since 2012 to distribute cups and provide menstrual health education to children and communities in need.
• UNHCRcoreStrategic or Co-development Partner · 1 January 2012The UN Refugee Agency partners with Ruby Cup to provide menstrual products to refugees and displaced persons who lack access to safe period care.
• NGO Partners NetworkcoreStrategic or Co-development Partner · 1 January 2012Ruby Cup has built a network of 30 NGO partners across 17 countries on 4 continents implementing menstrual health programs. Partners include organizations working in East Africa, Latin America, and globally. Ruby Cup trains trainers to conduct workshops, distributes cups, and evaluates impact before continuing partnerships based on results.

Scale indicators13 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Thinx: Thinx pioneered the branded period underwear category and competes head-on with Ruby Cup's Flow Freedom and Fearless lines, targeting the same environmentally and socially conscious consumer.
• OrganiCup: OrganiCup is a Danish menstrual cup brand sold across Europe and the US, with a similar sustainability-first brand positioning. Comparable product, customer segment, and B2B/CSR outreach to Ruby Cup.
• Lunette: Lunette is a Finnish menstrual cup brand selling medical-grade silicone cups globally through D2C and retail. Directly comparable in product form factor, regulatory positioning, and target customer.
• Saalt: Saalt sells reusable menstrual cups and period underwear with a strong sustainability and BOGO-impact narrative similar to Ruby Cup. Direct overlap in product range, customer profile, and social-mission positioning.
• Mooncup: Mooncup is one of the original reusable menstrual cup brands, sold in the UK and internationally. Direct competitor to Ruby Cup in the menstrual cup category with overlapping target audience and channel strategy.
• Aisle (formerly Lunapads): Aisle is a Canadian period care brand selling reusable pads, period underwear, and menstrual cups with a strong social mission. Comparable to Ruby Cup in combining reusable products with period poverty advocacy.
• DivaCup: DivaCup is one of the most recognized menstrual cup brands globally, selling medical-grade silicone reusable cups through D2C and retail. It is the closest direct competitor to Ruby Cup in product, target buyer, and channel mix.
• Modibodi: Modibodi sells period underwear, leak-proof apparel, and reusable menstrual care products globally. Direct overlap with Ruby Cup's period underwear line and shared eco-conscious buyer persona.
• Cora: Cora is a women's wellness brand offering organic tampons, pads, menstrual cups, and period underwear, with a 'buy one, fund one' social impact model directly comparable to Ruby Cup's BOGO programme.

Emerging players

• The Honeypot Co. The Honeypot Co. is a B-Corp period care brand offering organic pads, tampons, and menstrual cups. Comparable in mission and target audience, though it focuses more on organic disposables than the reusable model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/RubyCup
• LinkedInlinkedin.com/company/rubycup
• Instagraminstagram.com/rubycup?igsh=MWhxdTg1MDRmOGVxMw==
• Pinterestpin.it/2I6ZyMJP2
• TikToktiktok.com/@rubylifeofficial?_t=8nhwAjXp07N&_r=1
• Xx.com/rubycup

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Cup