Crystal Etienne

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Crystal Etienne is an entrepreneur of African-American origin.[1][2] She is best known for launching the period apparel company Ruby Love (formerly known as PantyProp) and creating period swimwear.

She is a mother of two and lives on Long Island in New York. As of 2020, she works as the CEO of Ruby Love[3].[4]

Early Life

Before starting her entrepreneurial journey, Etienne worked as a financial comptroller. [5] While helping her daughter navigate her first period, Etienne realized that there was a lack of high-quality, comfortable, and discrete feminine hygiene and personal care products.[6] That’s when she commenced her research to develop leak-proof and stain-free apparel that provides protection against menstruation and incontinence.

Etienne developed a patented technology to design leak-proof, discrete, and comfortable period apparel. It features a built-in absorbent organic cotton liner that is perfectly angled to collect menstrual flow, offering protection against leaks and stains.


In December 2015, Etienne bootstrapped PantyProp with an initial investment of $25,000. She launched it as a femtech e-commerce company selling period underwear for teenagers and adult women. By 2019, the company had achieved $10 million in sales and over 140,000 customers across the globe.[7] Etienne rebranded her company as Ruby Love and introduced other products such as swimwear, loungewear, activewear, and incontinence boxer briefs.

In July 2019, Etienne secured a $15 million funding from The Craftory, a $300 million global investment fund. It includes an initial Series A funding of $8 million - the fourth-largest rounded ever for a company founded by a woman of color.


  1. Segran, Elizabeth (2018-02-23). "“I Am The Underdog”: How The Founder Of PantyProp Bucked The System" (in en-US). 
  2. "Is the traditional VC model broken? This ‘software-infused’ firm just raised a $150M fund to fix ‘medieval’ process" (in en-US). 2017-11-28. 
  3. Hill, Selena (2019-07-23). "Black-Owned Period Panty Company, Ruby Love, Secures $15 Million Investment" (in en-US). 
  4. Jaramillo, Estrella. "This Founder Bootstrapped To $10M, Now Raises Series A To Disrupt Period Apparel" (in en). 
  5. "Crystal Etienne: CEO and Founder, Ruby Love" (in en). 2019-11-20. 
  6. "Black History Month Spotlight: Ruby Love Founder & CEO Crystal Etienne Raised $15 Million To Launch Pioneering Women’s Period Apparel Line - The Shade Room". 
  7. Johari, Sharvari (2019-08-21). "#WCW Crystal Ettienne — A multimillion dollar business that started from a heavy flow" (in en).