"Building a social enterprise is rarely a linear process. The key is resilience—staying true to your mission, even when the path is challenging''

Maxie is an internationally award-winning entrepreneur and a Grace mentor, she has a passion for women's health & social impact and has founded two companies, Ruby Cup and FEMNA Health. Ruby Cup is a pioneer period company with a designated social mission to give all girls and women access to sustainable female hygiene. FEMNA Health is a leading education and therapy platform for women's health in Germany.

In this interview, Maxie shares with us her journey as a female entrepreneur and leader in the female health industry as well as her insights and trends in the industry.

What inspired you to become an entrepreneur, particularly in the field of women’s health?

My journey into entrepreneurship was driven by a strong desire to create a positive social impact. I’ve always wanted to make the world a better place, and I found that focusing on women’s health offered a powerful way to address overlooked issues.

The idea of providing a sustainable, healthy and safe menstrual health solution led me to co-found Ruby Cup, my first social business. Ruby Cup offers a sustainable solution for period care and has pioneered the “buy one give one” business model, which combines a purchase with a donation.

Experiencing firsthand how a simple product like a menstrual cup could make a significant difference in the lives of girls and women, especially in low-income countries, was deeply motivating, gave me a clear sense of purpose and brought me joy​.

What led you to create FEMNA Health, and how does it complement the work you’ve done with Ruby Cup?

FEMNA Health was born out of a growing awareness that women’s health issues are often sidelined. Through my work at Ruby Cup, I saw the gender health gap: the fact that women’s health is massively overlooked, underfunded, and under-researched.

While Ruby Cup addresses menstrual health, FEMNA takes a broader approach to women’s health by offering holistic health consultations, at-home testing and educational content for all female health related matters.

The idea is to empower women to take control of their health, while providing them with all the information they need as well as offering a broad range of remedies for all issues around the female body. That way, FEMNA complements Ruby Cup by continuing to challenge stigmas and providing solutions that improve women’s lives.

What are some of the biggest challenges you’ve encountered in advancing women’s health, and how have you addressed them?

One of the significant challenges has been dealing with entrenched taboos and stereotypes around women’s health. For example, when launching Ruby Cup, it wasn’t just about selling a product—it was about shifting cultural perceptions of menstruation. Similarly, with FEMNA, we’ve had to make women’s health “sexy” to be openly talked about. Another challenge was navigating strict health regulations, which initially complicated our marketing efforts.

As a leader with a passion for social impact, how do you inspire and drive your team to align with your companies’ missions?

Leadership for me is about fostering a shared sense of purpose. I inspire my team by keeping our social impact at the forefront of everything we do—whether it is improving women’s health through FEMNA or making menstrual products accessible through Ruby Cup. I encourage open communication and create a work environment where everyone feels connected and safe.

What trends do you see shaping the future of women’s health, and how are your companies preparing for these changes?

I see a growing trend towards personalized health care and supplements targeted specifically at women’s different health needs.

There is also a rising demand for telehealth and at-home testing, which FEMNA has embraced by offering easy-to-use health tests that women can do from the comfort of their homes.

Within the period space, I’m thrilled to see so many new options popping out of the ground: The Tangpon by VYLD - a tampon made out of algae as well as the period panty movement, which both shook up the very old and low-innovation menstrual health industry.

What advice would you give to other entrepreneurs who are passionate about creating social impact?

My advice would be to stay resilient. Building a social enterprise is rarely a linear process.

There will be ups and downs. It’s important not to get discouraged by setbacks. Also, focus on solving real problems, and making sure that your business model supports your mission. Lastly, remember that social change takes time, so celebrate small victories along the way to stay motivated​.

Thank you Maxie for the Interview and insights, we are proud to have you as a Grace mentor!