# Empowering Hygiene Businesses The Ruby Cup is a Sustainable Personal Product for Women By Rebecca Byers | Published 2012-10-19 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/ruby-cup References: [ruby-cup](http://www.ruby-cup.com/) [Ruby Cup](https://www.trendhunter.com/trends/holiday-shapewear) is an innovative product by Makit Ltd, a social business with a passion for sustainability and social change. Ruby Cup is a unique product that provides a sustainable solution to the issue of menstrual hygiene, while also empowering women entrepreneurs at the base of the pyramid. Founded on a core value system guided by transparency, trust and integrity, the social enterprise started it's journey after its three co-founders met in a class at the Copenhagen Business School and discovered their shared vision of doing well by doing good. The business idea for the Ruby Cup came when one of the founder's was introduced to a similar product, and they realized the potential, which is compounded when one considers the chemicals, perfumes and bleach kept out of your body. Contact Information Ruby Cup [website](http://www.ruby-cup.com/) Ruby Cup on [Facebook](http://www.facebook.com/RubyCup) Ruby Cup on Twitter ## Trend Insights (Trend Hunter) - Score: 4.5/10 - Popularity: 50% | Activity: 78% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Social Business](https://www.trendhunter.com/socialbusiness) ## Key Themes ### Why This Trend Is Growing - **Sustainable Menstrual Hygiene:** The Ruby Cup provides a sustainable solution to menstrual hygiene and opens up opportunities for eco-friendly menstrual products. - **Women Empowerment:** Ruby Cup empowers women entrepreneurs at the base of the pyramid, creating opportunities for social and economic empowerment. - **Social Enterprise:** Makit Ltd's social business model demonstrates the potential for combining social and environmental impact with profitable business ventures. ### Industries Being Reshaped - **Personal Hygiene Products:** The Ruby Cup is disrupting the personal hygiene industry by offering a sustainable and eco-friendly alternative to traditional menstrual products. - **Social Entrepreneurship:** The success of Makit Ltd and the Ruby Cup highlights the opportunities for businesses aiming to create positive social change. - **Women's Health Products:** The innovative design and social impact of the Ruby Cup creates opportunities for disruptive innovation in the women's health products industry. ## Related on Trend Hunter - [Antibacterial Menstrual Cups](https://www.trendhunter.com/trends/bfree-cup.md) - [Eco-Friendly Menstrual Cups](https://www.trendhunter.com/trends/best-periodt.md) - [Connected Menstruation Products](https://www.trendhunter.com/trends/smart-menstrual-cup.md) - [Antibacterial Reusable Menstrual Cups](https://www.trendhunter.com/trends/reusable-menstrual-cup.md) - [Smart Menstrual Cups](https://www.trendhunter.com/trends/emm.md) - [Reusable Menstrual Discs](https://www.trendhunter.com/trends/flex-reusable-disc.md) - [Sustainable Menstrual Care Products](https://www.trendhunter.com/trends/unfabled.md) - [Reusable Menstrual Discs](https://www.trendhunter.com/trends/reusable-menstrual-disc.md) - [Unbreakable Portable Cups](https://www.trendhunter.com/trends/unbreakable-cups.md)