Ruby Love, Black-Owned Period Panty Company Lands a $15 Million Investment

Ruby Love, formerly known as PantyProp is an online an apparel company that sells period panties and swimwear. Recently, the company received a $15 million investment from The Craftory, a global investment firm, which is worth about $300 million.

Ruby Love has sold over $10 million in inventory since 2015. Its products include leak-proof undergarments, activewear, bathing suits, loungewear, and boxer briefs. Crystal Etienne, the Founder and CEO of Ruby Love said in an email to Black Enterprise, "the hefty investment will be used to scale the company. I plan to continue investing in the brand’s expansion, product development, and brand-related campaigns.” She plans to use the investment to tweak and enhance Ruby Love to offer the best possible products.

After consistently be disappointed with the absence of feminine hygiene product options on the market and identifying a need for efficient modern-day period apparel, PantyProp, now Ruby Love was created. She said, “This venture was not something motivated by profit but necessity and comfort. I knew my preference was to wear a form of protection for my period without the insertion of a foreign object and my pad sticking out, yet I also wanted to feel as if I weren’t wearing anything. I knew there had to be a way to accomplish protection, comfort, and discretion." Her goal was for people to not settle for products that were made ages ago, but rather to create modern products everyone can use. Crystal had bladder control issues in the past, so this product was created to help her and for her to help others.

She started the company with her own $25,000 and designed technology which is now patented to give women protection from leaks without using tampons or sanitary pads. To make sure it worked, she tested hundreds of prototypes. Crystal said, “My journey began in the basement of my home, searching for the best functional fabrics, most absorbent materials, and a design that was comparable to your favorite brand of undergarments. I then developed the smart and intuitive technology that offers a built-in absorbent organic cotton liner, which is featured in each apparel product we provide. It is perfectly angled to collect your flow, offering maximum absorption and protection against leaks and stains, peace of mind, and complete discretion.”

Like many business owners first starting out, Etienne was doing everything on her own. She sourced, packaged, and shipped orders for months alone. To her surprise, her company earned $300,000 in sales during the first year. She was able to do this by supplying a great product which had amazing support and not by tricking people with false advertising. She said, “I was able to gain the support of thousands of women, who wanted the same product I envisioned prior to creating Ruby Love.” Her business grew 400% in 10 months. Now 4 years into the venture, she has no plans of letting up.

When Crystal is not running her company, Crystal is being a loving wife and mother to her two children and husband.

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