Nadiya Hussain & WUKA Join Forces to Launch Exclusive International Women’s Day Collection – Championing Gender Equity & Tackling Period Poverty.

Nadiya Hussain & WUKA Join Forces to Launch Exclusive International Women’s Day Collection – Championing Gender Equity & Tackling Period Poverty.
22nd February 2023 Samantha Anderson

Nadiya Hussain & WUKA Join Forces to Launch Exclusive International Women’s Day Collection – Championing Gender Equity & Tackling Period Poverty.


In celebration of International Women’s Day (IWD) this 8 March, Nadiya Hussain MBE, Television Chef and GBBO winner, has teamed up with pioneering reusable period wear brand, WUKA®, to create an exclusive collection of period underwear.

This IWD collaboration fuses the shared ambition of Ruby and Nadiya – two trailblazing South Asian women – who are united in their mission: To prioritise gender equity by empowering all who bleed.

The WUKA X Nadiya Hussain collection, comprising a selection of Nadiya’s favourite WUKA products, will go live on the 7 March. In the week following (7-14 March), for every product sold from Nadiya’s collection, WUKA will donate a pair of WUKA period pants to Choose Love, an organisation close to Nadiya’s heart, that provides refugees, migrants and displaced people with essential life supplies.

Destigmatising menstruation, eliminating period poverty, and facilitating access to quality, sustainable period products are at the heart of everything WUKA does, ensuring that nothing holds women back, no matter where they are in their cycle. Through this partnership, Nadiya is adding her voice to these important WUKA causes and facilitating the provision of free products to those that need them most.

Nadiya Hussain MBE, says: “As a Bangladeshi woman, a mother to a girl, and an advocate for gender equity, I fully support the crucial work WUKA is doing to address the issue of period poverty.

“I feel privileged to partner with a brand that really cares, to support WUKA in its mission to drive awareness of the issues the menstruating population faces today, whilst also helping Choose Love distribute much needed period supplies.

“When I first set out to become a chef, I recognised that to be successful I had to break down a number of barriers and cultural taboos that stood in my way. This collaboration embodies much of that continued mission.

“Unfortunately, there’s still so much stigma and shame around menstruation, so working with WUKA to rewrite the narrative around how periods are perceived is just one step towards breaking down some of the barriers that women and girls face in their day-to-day lives.”

Ruby Raut CEO and Co-Founder at WUKA adds: “Nadiya is an inspiration to so many women and is a powerful role model for many. She truly personifies WUKA’s message that nothing should hold women back, and partnering with her is an incredible opportunity to elevate our shared mission to destigmatise cultural taboos and champion equity.

“This partnership will help to expose the many challenges the menstruating population faces every day, while supporting Choose Love, and amplifying the Wake Up Kick Ass Mindset that WUKA and Nadiya share.”

For more information visit


Note to editors:

  • WUKA Co-Founder, Ruby Raut, and Nadiya Hussain are available for interview
  • Please contact the PR team at Rooster PR should you be interested in receiving product samples for review.

For further press information, please contact:
Rebecca Claxton | Anna Nyman | Elsa Findlay | Julie Aguilera Kemp
T: +44 (0)203 440 8930
E: [email protected]

About WUKA®
WUKA stands for Wake Up Kick Ass; the brand strives to empower anyone that bleeds by improving access to quality, sustainable period products, eliminating period poverty, and breaking the taboos and stigma surrounding periods.

Founded in 2017 by Ruby Raut, WUKA was the first in the UK to produce fully leak-proof reusable period underwear that completely replaces the need for single-use pads and tampons. The brand now offers a wide range of award-winning underwear and sportswear to suit different flows, holding up to six tampons worth of period blood; the highest absorbency versus any other period products. The inclusive range offers sizing from XXS, right up to 6XL.

From the Better Cotton Initiative, Organic Certified, to Vegan, PETA approved and certified Carbon Neutral+, WUKA underwear is all accredited and designed to be kind to body and planet.

WUKA is an award winning business and in 2022 received the Queen’s Award for Enterprise for Sustainable Development, as well as the Sustainability Entrepreneur of the Year Award, for co-founder Ruby, at the Great British Entrepreneur Awards.

WUKA is widely available in the UK including Morrisons, Superdrug, Planet Organic, Urban Outfitters, and independent retailers. Find out more about WUKA and purchase directly at