In 2015 when Crystal Etienne was searching for a leakproof alternative to tampons and pads, she couldn't find the right solution, so she created one. Now, four years later, Ruby Love, formerly known as “PantyProp,” just secured a multimillion dollar investment to grow its operations.
Etienne told Black Enterprise she created the company out of “necessity and comfort,” after wishing for a period where she didn’t have to use a tampon or worry about pads. She also experienced incontinence after the birth of her daughter, which made dealing with leaks a regular occurrence. Enter Ruby Love.
While the company started off catering to leak proof period panties for women, it has now expanded to swimwear, activewear, children’s items and men, carrying an entire line of leak proof boxer briefs. Its secret formula is a "patent-pending technology that offers maximum absorption, protection against leaks and stains, peace of mind and complete discretion.”
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. A major accomplishment given Etienne started the company with only $25,000 of her own money, according to a statement released by the company. Etienne was able to capitalize on a niche market, discovering that “62% of women prefer pads,” a number that’s even higher among Black women and women of color.
Once calling herself the underdog, Etienne has now scored a $15 million investment from The Craftory, a $300 million global, cause driven, VC firm. Reports show that only “0.02% of all VC deals go to Black women.” The Craftory seeks to scale companies with large consumer brands, taking them from small to mega companies. And that is exactly what Etienne plans to do with Ruby Love, telling Black Enterprise, “I plan to continue investing in the brand’s expansion, product development, and brand-related campaigns… offering the very best.”
A huge congratulations to Etienne and the entire team at Ruby Love. To find out more visit them online at rubylove.com