Cause capital investor The Craftory takes a stake in Ruby Love


We want to talk about Period-Proof Underwear: size-inclusive, no-worries undies that liberate us from messy periods and leaky incontinence. We’d like to introduce you to a mom from Queens whose revolutionary PPU design even works in the pool: So long shark-week.

The Craftory’s latest investment is Ruby Love, and our latest rebel entrepreneur is Crystal Etienne.

The Cause

When it comes to femcare, we’re decades overdue a game-changing innovation. And when it comes to culture, menstrual blood prohibition is lifting in some places, but not fast enough.

Menstruation is never going to be the best time of the month but it needn’t be physically limiting or debilitating, and it should never be a source of embarrassment or stigma.

Woman to woman, mom to daughter, Ruby Love offers comfort, flexibility and certainty, things the incumbents have failed to deliver for decades.

We Invest in Women

Data shows us that female founders are often not getting the backing they deserve, representing only 2.2% of last year’s $85bn of venture funding in the US. Women of colour received less than 1% of this total.

According to ProjectDiane, only 34 black women were able to raise more than $1 million in funding for their startups in 2017. The average female founder, in general, was able to raise $5 million. Both stats lag far behind those of male founders, who raised an average of $12 million per round.

The Deal

The Craftory’s investment in Ruby Love totals $15m, with an initial Series A funding of $8m. The Company will use the capital to help fund expansion, product development and brand- related campaigns. The Craftory is the sole investor in this round and will acquire a meaningful stake in the business.

About Ruby Love

Ruby Love make underwear and swimwear with a unique no-leak gusset design that can be worn alone or in combination with other femcare products. The gusset is so effective it even works when submerged in water.

50% of the population naturally bleed every month for +/-35 years of their lifetime. Ruby Love knows menstruation is normal and should be treated as such.

Ruby Love products are designed by women, for women: There’s a wide range of silhouettes and sizes (XS – 3XL), they’re made with organic cotton, and are free from plastic and polyurethane laminate. The result is comfortable, safe, period-proof underwear and swimwear, ethically made at a fair price.

Ruby Love’s progressive philosophy extends to sustainability too: reusable period-proof underwear offers a more environmentally friendly way for women to manage their menstrual cycles vs. traditional single use products. Over 45 billion products

About Crystal Etienne

It’s worth noting these innovations did not come from a large conglomerate. They came from a working mom of two, who experiences heavy flow monthly, stress incontinence occasionally, and frustration with existing femcare products constantly.

When Crystal’s own daughters began to menstruate she took it upon herself to help them by designing a better solution: something safer, healthier, and easier. Years of testing, and hundreds of prototypes have resulted in a comfortable, reliable, chemical free alternative.

Crystal Etienne, Founder at Ruby Love, commented:

“I founded this brand in the hope that period pains be consigned to history and am excited to continue the growth of the company with the help of the team at The Craftory. Their philosophy is aligned with my vision; to deliver confidence to women, whatever time of the month.”

Olivia Cramer, Deal Crafter at The Craftory, said:

“We are thrilled to be a part of the next stage of Ruby Love’s growth and look forward to working with Crystal as the business continues to grow and innovate. A technological breakthrough in this space was long overdue and brands like Ruby Love, led by inspiring entrepreneurs like Crystal, are essential for the development of a more open, progressive society. ”

Elio Leoni Sceti, Co-Founder & Chief Crafter at The Craftory, said:

“The Craftory is a cause-driven investment house and Ruby Love embodies a number of our righteous causes – progressing society, championing self-esteem, and even prospering sustainably. Crystal has the relentless drive, energy and commitment to the cause that all disruptive entrepreneurs should aim for. We are pleased to announce this latest investment as our house of challenger brands continues to grow and gather momentum.”

About The Craftory

Based in London and San Francisco, The Craftory is a $300M global investment fund focused exclusively on amplifying the world’s boldest consumer brands. We offer permanent, early stage and growth capital to mission-driven consumer brands that positively impact the categories they serve, our society, and the planet.