12,000 People Bought These Period-Proof Swimsuits in Just 10 Days
Instagram/@shoprubylove
Death, taxes, and, to a lesser extent, periods — the only certainties in life. Whether they’re a welcome sight or something to sigh about, periods are experienced by billions of people around the world each month, and far too many lives get put on hold when that happens.
The world of menstrual hygiene is thankfully advancing. Innovators in the space are moving past taboos and helping people with periods divorce from environmentally damaging, waste-generating products like disposable pads and tampons, and steering markets towards sustainable and life-facilitating solutions.
Crystal Etienne, founder of leak-proof apparel company Ruby Love, is one such disruptor. Like Thinx and Knix, other absorbent intimates brands you may have heard of, Ruby Love makes a ton of different underwear for periods, from bikini cuts in limited edition French stripes to high-waisted undies in rose-quartz pink. But Etienne took her brand a step further with its line of surprisingly flattering swimsuits you can wear any time of the month.
Since launching in January 2016, Ruby Love’s swimwear line has overhauled Shark Week in the form of bikinis, tankinis, one-pieces, swim dresses, and skinsuits. The various styles, which can be purchased individually or in three-piece bundles, each offer three tampons worth of protection with a built-in organic cotton liner. The suits’ nylon-spandex blend is flanked around the leg openings with dri-tech mesh that stops leaks from all sides. For wearers who’d prefer to add extra coverage, Ruby Love also sells washable double-sided pads that can be layered inside its suits to double the volume of fluids held.
On top of all that, these pooltime-revolutionizing suits are unexpectedly cute. Strappy one-pieces in celeb-approved prints and flattering off-shoulder styles make them easy to reach for even when not on a period.
When a product solves this many problems at once, it basically sells itself, but Etienne has been experiencing explosive growth (especially in recent times). As a Black-owned business, Ruby Love has found a new audience of buyers eager to support the Black community in a time of monumental civil change. But more than that, the brand says this huge spike in sales can be attributed to some savvy scaling of its business strategy. This past month, over 12,000 period-proof swimsuits sold in a 10-day window, netting the company over $800,000.
Ruby Love’s best-selling swimsuit, the Racerback in Aztec, was among the thousands of suits freshly shipped out to their new owners this month. This suit, like the others, is available in a junior fit and sizes XS through 3XL. Shop 8 top period-proof swimsuits from Ruby Love for less than $100, below.
Period Swimwear Racerback | Aztec
Shop now: $90; rubylove.com
Period Swimwear One Piece | Rapid Waters
Shop now: $90; rubylove.com
Period Swimwear Off the Shoulder | Hawaiian Mountain
Shop now: $90; rubylove.com
Period Swimwear One Shoulder | Tropical Palm
Shop now: $90; rubylove.com
Period Swimwear Tank Set | Napa
Shop now: $80; rubylove.com
Period Swimwear Dress | Georgia Peach
Shop now: $100 (Originally $110); rubylove.com
Period Swimwear Resort | Black Sea
Shop now: $80 (Originally $99); rubylove.com
Period Swimwear Bundle
Shop now: $150 (Originally $170); rubylove.com
