About Us

Ruby Cup menstrual cup in colors blue, pink and classic“We believe that all women deserve the best. Let’s show the world what happens when we give positive change a try.”

Our company

Ruby Cup is made by Ruby Life ltd, an award winning social business with passion and drive for creating social change. Ruby Cup was founded in 2011 by Maxie Matthiessen, Veronica D’Souza and Julie Weigaard Kjær.


To provide a sustainable and healthy menstrual hygiene solution to women and girls worldwide.


We honor sustainability: financially, socially and environmentally. We value transparency, integrity and trust in all relations. We believe in partnerships in order to achieve our mission, and since the best innovation comes from an inclusive approach, we develop our business in collaboration with our stakeholders. Last but certainly not least, we like to have fun!


  • Winner of Victress Award 2016 (Germany)
  • Winner of Wilhelm Löhe Price (Germany)
  • Ruby Cup is the winner of The Global Social Entrepreneurship Competition 2012 (US)
  • Venture Cup 2012 (Denmark)
  • Sustainia100 Solution, Finalist in Ben & Jerry’s Join Our Core 2012 (EU)
  • Recipient of the Future Impact Award 2nd prize 2012 (Switzerland)

What we do

The Ruby Life team works in Barcelona and Nairobi and increasingly across the globe through a variety of partner organizations. We produce and sell the menstrual cup Ruby Cup, made from 100% medical grade silicone. Menstrual cups are a healthy, eco-friendly and cost saving alternative to tampons and pads. You can find more information about the benefits of Ruby Cup here.

Why do we do it

Menstruation is still a taboo in many countries. In some regions it is such a powerful taboo that women are excluded from the community during the time of their periods. Moreover, women and girls often cannot afford hygiene products. As a result they tend to stay at home rather than going to school or work.
We want to break the bloody taboo. We want to start the conversation about menstruation and talk about female bodies openly. With Ruby Cup we help change the story: from excluded to empowered, no matter the period.

How we work

We sell menstrual cups based on the „Buy One, Give One“ concept. Every Ruby Cup purchase in our online shop includes a Ruby Cup donation to a girl in Africa. We distribute Ruby Cup in collaboration with local organizations in East Africa. It is also possible to simply donate a Ruby Cup to a girl.

What motivates us

Many Ruby Cup owners tell us how much more comfortable they feel during their periods. Especially girls in Africa tell us that Ruby Cup changed their lives for the better. Have a look at their letters.
Ruby Cup is re-usable for up to 10 years. With Ruby Cup, girls can go through primary, secondary school and all the way to college without ever having to worry about their periods again.
Our work triggers even wider change, it goes beyond providing Ruby Cups to girls in need. Without our influence, different community structures have automatically developed and girls in Kenya have founded their own Ruby Cup Clubs. These clubs signify an open space for women and girls to talk about menstruation and reproductive health, and in this way empowering each other.

Thank you for your support on this amazing adventure.

Founders: Maxie, Julie and Veronica