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Why WUKA created the world’s first heavy flow period underwear

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By WUKA CEO and co-founder, Ruby Raut

Eight years ago, I launched WUKA with a simple mission: to make periods sustainable, comfortable, and free from shame.

At the time, period underwear already existed, but it wasn’t truly a solution. You still had to wear pads or tampons alongside it.

Most designs were made as backups, not as full replacements. To me, that defeated the whole purpose of creating a sustainable alternative to disposables.

Very quickly, the same question kept coming up in conversations with women: “But will it work for heavy flow?”

I’d hear comments like, “I have a really heavy flow, can underwear actually hold it?” or “Heavy periods are my biggest worry.”

As a woman of colour, I understood the silence around this. Where I grew up, periods were hardly spoken about.

                            Ruby Raut

Heavy flow, in particular, was brushed off as “normal” or whispered about as something you just had to endure. But for millions of us, heavy flow isn’t just a minor inconvenience. It is life-defining.

It dictates how we move, how we sleep, how we show up at school or at work. It decides whether we step outside with confidence or stay home in fear of leaks.

So when WUKA became the first brand in the world to launch period underwear designed specifically for heavy flow, it wasn’t just about innovation.

It was about rewriting a story that had been ignored for too long.

Heavy flow is more common than you think

For years, heavy bleeding was treated as something unusual, but research tells a very different story.

In the UK, around one in three women live with chronic heavy periods.

Among teens, the numbers are even starker: surveys show over 90 per cent of girls aged 12–18 say they bleed so heavily it disrupts their daily lives, with one in five ending up bedridden during their period.

For women in Black and minority ethnic communities, the burden is even heavier.

Studies show Black women are more likely to develop fibroids, a leading cause of heavy bleeding,  and less likely to have their symptoms taken seriously in healthcare settings.

Combine that with cultural stigma around periods, and it’s no surprise that so many suffer in silence.

I know this reality personally.

I had heavy flow growing up in Nepal, and like many women, I was told to “just get on with it.” But ignoring heavy bleeding doesn’t make it go away,  it only deepens the isolation and anxiety around periods.

Why WUKA Heavy Flow was a first

When we first launched period underwear, the industry was still stuck in a tampon-and-pad mindset. Every product seemed designed for “average” flow, as if heavy bleeders didn’t exist.

But they do — and they needed more than reassurance. They needed real protection.

That’s why WUKA created the world’s first heavy flow period underwear.

It can absorb the equivalent of four tampons’ worth of blood, without the need for doubling up with pads or worrying about leaks.

It’s washable, reusable, and made to last, offering dignity and confidence without the environmental waste of disposable products.

For women like me, it was a breakthrough: finally, underwear that could keep up with our bodies instead of holding us back.

A Founder’s Perspective: From lived experience to innovation

Launching heavy flow underwear wasn’t just a business decision. It was personal.

As a BAME founder, I have lived the challenges that many of our customers face: cultural silence, medical dismissal, and a lack of products that meet our needs.

I wanted to show that innovation in women’s health doesn’t come from labs alone,  it comes from listening to women’s stories, especially those who are ignored the most. #

That’s why we built WUKA Heavy Flow. Not to sell another product, but to offer a lifeline for people who thought their only choice was endless pads and tampons.

Changing the conversation around heavy flow

The truth is, heavy menstrual bleeding is a treatable medical condition, but a UK survey found that 62% of women didn’t know it can be diagnosed and treated. Too many women still believe it’s “just part of being female.”

With WUKA, we’re not just creating underwear. We’re creating conversations. We’re telling women and girls:

  • Heavy flow is common.
  • Heavy flow is valid.
  • And you don’t have to suffer in silence.

Our heavy flow range is about freedom,  the freedom to go to school without missing class, to sleep through the night without fear, to live life without being defined by your period.

Looking ahead

Eight years on, I’m proud that WUKA has grown from a small idea into a global movement. But what makes me proudest is hearing from women who say, “I finally feel in control of my heavy flow.”

For me, as a founder, as a woman of colour, and as someone who has lived through heavy periods, that’s the change I wanted to see. And it’s just the beginning.

Because periods shouldn’t hold us back. Heavy or light, every flow deserves dignity, comfort, and respect.

Learn more about WUKA at wuka.co.uk

Insight

UK reviews surrogacy firm over rejected insurance claims

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The UK government is reviewing a surrogacy firm after complaints that medical insurance claims involving surrogates in Mexico were rejected.

The Department of Health and Social Care (DHSC) is considering whether UK-based provider My Surrogacy Journey should remain listed on gov.uk as one of four domestic surrogacy agencies available to intended parents.

The review follows allegations concerning its Mexican sister company, where surrogates are based.

Health minister Diana Johnson said: “The department is looking into the allegations about My Surrogacy Journey.

“As part of that assessment, the department will consider whether it is appropriate for that company to remain on the gov.uk list of agencies.”

Emails sent by My Surrogacy Journey chief executive Michael Johnson-Ellis and seen by the Guardian suggest multiple surrogate women in Mexico had their insurance claims rejected.

The emails also suggest 300 couples using the company were moved to a new insurance provider because of the increased risk of claims being rejected.

Commercial surrogacy is banned in the UK, where only altruistic arrangements are permitted.

My Surrogacy Journey operates a not-for-profit UK branch alongside for-profit sister companies in Mexico and the US. All three companies have the same owners and chief executives.

The reported insurance issues relate to surrogacy arrangements in Mexico.

One couple told the Guardian they paid tens of thousands of pounds to cover medical costs after their surrogate had a hysterectomy during childbirth and an insurance claim was refused.

The Guardian said it understood that at least five sets of parents said they had to cover medical costs after insurance claims were rejected.

In an email to the couple whose surrogate underwent a hysterectomy, Johnson-Ellis wrote: “We have already told you that the insurance companies have been declining some of the claims and we are actively working with the broker to get this issue resolved but you should also consider that they may not be paid out and there is nothing we are able to do to change this …

“We appreciate this is not an insignificant sum but this genuinely is out of our control.”

Johnson-Ellis also said the company had switched insurance providers, writing: “We’re also managing this for 300 other journeys, which is a complex position to be in.”

Lawyers acting for My Surrogacy Journey said the company did not comment on individual cases, but that existing insurance policies were in place and claims continued to be accepted and processed.

They said the company understood that a small number of claims had been rejected and was supporting people seeking to resolve those claims with an insurer.

Under the surrogacy arrangements, intended parents are understood to be contractually required to cover medical costs not paid by an insurer.

The couple said they had been recommended the company’s Mexico option. Its website advertises that intended parents using the route can have a baby in “under 18 months”.

They said they were told the UK route could take up to five years and that the US option was much more expensive.

Lawyers for My Surrogacy Journey said prospective parents are given information about typical timelines, costs, legal frameworks and practical considerations, and that the 18-month timeframe is indicative only.

The couple said their surrogate developed placenta accreta, a serious condition in which the placenta attaches to the wall of the uterus.

Emails from Johnson-Ellis acknowledged that the insurance provider investigated the birth after the surrogate experienced health complications.

The parents are considering legal action, while the Guardian said it understood at least four other couples were reviewing their options.

Phil Brickell, MP for Bolton West, raised concerns in parliament about a separate couple who had used My Surrogacy Journey.

He said: “Two of my constituents recently travelled to Mexico, where their children were born by surrogacy.

“Those births were facilitated by a company called My Surrogacy Journey, which is listed on gov.uk.

“While in Mexico, they had repeated traumatic experiences with the company relating to issues including insurance for their children, accusations of bullying towards staff and repeated efforts to silence any constructive criticism.

“I understand that other members of this house have received similar complaints.”

Brickell called for My Surrogacy Journey to be removed from gov.uk pending a review by the Human Fertilisation and Embryology Authority.

Lawyers acting for My Surrogacy Journey said the company was communicating with DHSC and was confident any issues could be resolved.

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‘Limited scientific evidence’ for most menopause supplements, expert says

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Many menopause supplements contain ingredients with limited evidence for symptom relief, while formulations and prices vary widely, a study has found.

Researchers analysed 201 products sold by nine major UK retailers, comparing their ingredients, doses and monthly costs.

Prices ranged from £1.50 to £95 a month, while no single ingredient or category of ingredient was common across all products.

The study, carried out by University College London, found that 80 per cent of products contained herbs, 77 per cent contained vitamins and 74 per cent contained phytoestrogens, naturally occurring plant compounds found in foods including soy and flaxseed.

Vitamin B6 was the most common vitamin, while red clover and sage were the most frequently identified plant ingredients.

Researchers said more evidence was needed on the effectiveness and safety of supplements marketed for menopause symptoms.

Professor Joyce Harper, senior author of the study and professor of reproductive science at University College London, said: “The menopause supplement market is growing rapidly, despite limited scientific evidence that many of these products improve menopause symptoms.

“Some social media influencers promote these products as effective solutions, despite many claims not being supported by scientific evidence.

“This can contribute to the spread of misinformation and help drive a rapidly growing menopause supplement market, leading some women to spend substantial amounts of money on supplements in the hope of improving their symptoms and overall wellbeing.”

Half of the supplements did not contain vitamin D, while less than 24 per cent contained calcium.

The British Menopause Society and International Menopause Society have highlighted vitamin D and calcium as important for maintaining bone health and preventing osteoporosis after menopause.

Researchers also identified botanical ingredients that may carry risks, including black cohosh.

Poppy Sullivan, first author of the study, said: “Certain botanical ingredients in some menopause supplements may also have risks.

“Black cohosh, in particular, is known to carry a potential risk of liver toxicity.”

The amounts of vitamins and minerals included in different products also varied widely.

Sullivan said: “Some nutrients can have adverse effects when consumed in excess over time.

“For example, excessive vitamin D intake can theoretically lead to high calcium levels, which could cause adverse effects such as vomiting and confusion.”

The study found little empirical evidence supporting the effectiveness of even the most expensive products.

Researchers called for more high-quality research, including clinical trials, to determine whether menopause supplement ingredients are effective and safe.

They said the findings could also help healthcare professionals understand the wide variation in supplement formulations.

The researchers acknowledged that the analysis may not have included every menopause supplement available in the UK.

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Ultrasound Direct extends Trice Imaging partnership

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Ultrasound Direct has extended its Trice Imaging partnership for three years, adding a reporting tool across its 70-clinic UK network.

The private ultrasound provider will continue using the Tricefy platform for secure image storage and patient engagement, alongside TriceIQ for efficiency and productivity analytics.

It will also introduce Trice Workspace Reporting across its network. The companies say the tool will help standardise ultrasound reporting templates and workflows and reduce variation between clinics.

Ultrasound Direct carries out an estimated 120,000 patient scans each year across services including pregnancy, fertility, women’s health, men’s health and other diagnostic pathways.

Its network uses a large pool of sonographers working across different ultrasound systems and serves referral routes including self-referring patients, GPs and commercial partners.

Mike Steward, founding director at Ultrasound Direct, said: “Having worked with Trice Imaging since 2018, we first partnered to replace manual methods of providing scan images to expectant parents with Trice’s secure electronic image-sharing platform. Today, every study performed across the Ultrasound Direct Network is recorded and stored on Tricefy, while our clinical services have expanded considerably beyond pregnancy into fertility, women’s health, men’s health and other diagnostic pathways.”

He added: “To continue futureproofing our image management strategy across a network of 70 clinics, a large team of sonographers, varying ultrasound systems and a growing number of referral partners with different needs, we decided to extend with Trice Imaging. This includes the introduction of the new Trice Workspace Reporting module to help us scale and standardise our ultrasound reporting templates and workflow, reducing variability between clinics.”

The partnership began in 2018, initially focusing on replacing manual methods of sharing pregnancy scan images with expectant parents.

Johanna Wollert Melin, founder and chief executive of Trice Imaging Europe, said: “Ultrasound Direct has been a valued partner in the UK for 8 years.”

She added: “At the heart of the relationship is a willingness to explore new ideas, test new tools and the spirit to solve real challenges across a large and complex clinical network.”

Mark A. Samii, chief revenue officer at Trice Imaging, said: “We are delighted to retain and extend our relationship with Ultrasound Direct.”

He added: “The addition of Trice Workspace Reporting addresses a challenge we hear from multi-site providers globally – keeping reporting quality consistent across many users, systems, referral or payer relationships.”

Steward said Ultrasound Direct continues to see growing demand for private diagnostics alongside NHS care from self-referring patients and an increasingly diverse range of professional and commercial referral partners.

He added: “As that development continues, scalable digital infrastructure becomes increasingly important. Our focus is on ensuring that a growing national network can support consistent clinical workflows, different referral pathways and the technology requirements of the future, while continuing to provide patients with accessible diagnostic services.”

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