26 November 2023 , 09:00
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An entrepreneur who gained 63,000 signatures in her campaign to abolish VAT on “period pants” is celebrating – after the measure was introduced in the Budget.
Nepal-born Ruby Raut, a long-term campaigner for menstrual equity, has dedicated her life to the cause – founding her own period pants brand, WUKA, in 2017.
And on Wednesday, Chancellor of the Exchequer, Jeremy Hunt, confirmed the absorbent, washable, and reusable underwear won't be subject to VAT from January next year.
This move means the pants are now exempt, like other period products including pads and tampons, which have been tax-free since 2021 – and follows five years of campaigning led by Ruby.
The 34-year-old, who now lives in London, said: “We initiated four petitions, garnered over 63,000 signatures, rallied over 300 WUKA customers to pen letters to their MPs, and secured support from 70 MPs through Early Day Motions.
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It is a victory for campaigner and WUKA founder, Ruby Raut (WUKA)“With backing from 50 influential supporters, including major retailers, we triumphed.”
Ruby’s company, WUKA – which stands for “Wake Up Kick Ass” – was the first reusable period underwear designed in the UK to completely replace disposables.
A year after it opened for business, her “Axe The Period Pants Tax campaign” began – and despite numerous knock backs, five years later her goal has finally been realised.
She added: “The removal of VAT on period pants starting January 2024 is a huge success, and testament to the collective strength of women. I extend my deepest gratitude to every supporter who lent their voice to this campaign.
“It is not just a win for WUKA, it is a win for every girl and woman affected by unjust taxation. Let this be a beacon of hope, inspiring nations worldwide to champion menstrual equality.”