Its secret formula is a "patent-pending technology that offers maximum absorption, protection against leaks and stains."
A Black mother was on the lookout for an alternative that offered premium comfort in comparison to regular tampons and pads. She wished for an efficient product that would help her deal with period leakages and incontinence sans any hassle. However, the lack of such products in the market motivated her to create one, reports Because Of Then We Can.
🦸Meet Hero Crystal Etienne🦸— The Craftory (@CraftoryBrands) July 24, 2019
An inventor who spent years testing hundreds of prototypes and tweaking designs to perfect the exact #periodproof underwear - all while being a wife and mum of 2 daughters.#innovation #sustainablefashion #challengerbrand pic.twitter.com/KKgx4BNJiB
In 2015, Crystal Etienne secured $15M investment for her female hygiene company, Ruby Love. She told Black Enterprise that she felt the need to create an alternative of tampons and pads after she gave birth to her daughter, as dealing with leakages became regular.
Ruby Love started off as a company of leakage proof period panties; but now it has expanded boundaries to activewear, swimwear, nightwear, children's products, etc. Its secret formula is a "patent-pending technology that offers maximum absorption, protection against leaks and stains, peace of mind and complete discretion."
Good news for investment in #menstrual innovation! ⭐ @CraftoryBrands are investing $15million into @ShopRubyLove, supporting a woman-led business while challenging the VC industry to invest more in causes that positively disrupt the status quo. #ItsTimeForAction #NoMoreLimits https://t.co/kSsw2ARRFf— MenstrualHygieneDay (@MHDay28May) August 7, 2019
Etienne's initial capital was $25000, which was her own money. In its first year of business, the bootstrapped company made over $300,000 in revenue, and by their third year, they hit the $10 million mark. Etienne has now secured a hefty investment of $15M from The Craftory, a $300 million global, cause-driven, VC firm. According to some reports, only "0.02% of all VC deals go to Black women."
"I plan to continue investing in the brand's expansion, product development, and brand-related campaigns… offering the very best," she said in an interview with Black Enterprise.