Crystal Etienne

Crystal Etienne is a mom (of two gorgeous kids), wife and multitasking businesswoman who, like so many of us, juggles 50 things in a single day. She’s a woman who gets her period once a month and deals with stress incontinence. In August 2015, after helping her daughter navigate the ups-and-downs of “Aunt Flo,” “the crimson wave” or whatever euphemism kids are calling periods these days, Crystal decided enough was enough.

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Recognizing that the hygiene and personal care industry needed safer, healthier, and easier options for individuals of all ages and genders Crystal set out to better address common questions like “Why settle for products that were designed decades ago, are uncomfortable and which fail us constantly? Why give young girls objects – that are often riddled with chemicals – to insert into their bodies? Why stress over the embarrassment and shame of leaks and stained clothes and sheets? And why not wear white with confidence, race in the swim meet or sit through hours-long board meetings without worrying?”

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As a Type-A perfectionist, Crystal spent years testing hundreds of prototypes, tweaking designs, and being her own best guinea pig to perfect the exact equation of design, technology, fit and most importantly, security behind each product. She launched PantyProp, now known as Ruby Love, on December 5, 2015, with products available for purchase shortly thereafter in January 2016.

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Crystal rebranded her company as Ruby Love and relaunched on June 11, 2019. “Ruby” denotes your period, a timeless gem symbolizing health and growth, while “Love” represents our commitment to continue to deliver the highest level of care. Together, Ruby Love brings to life the brand’s supportive, unifying messaging that periods should never stop women from doing, being and going.