Priya Chandé: Driving Purpose and Innovation in Retail

Priya Chandé, Global Brand director at WUKA, has had a career marked by ambition, resilience, and a deep-rooted commitment to making a difference. From her early days at L’Oréal, where she learned the intricacies of marketing global brands, to leading a purpose-driven startup in the women’s health space, Chandé’s story is one of bold decisions and impactful leadership. In this feature, she shares insights from her journey, the lessons learned along the way, and her vision for the future of retail.

Early Influences and Diverse Experiences

Chandé’s introduction to work came at a young age, thanks to her father’s encouragement. “It was always drilled in that summers were not to be spent watching TV at home,” she recalls. From waitressing to interning at advertising firms and even cleaning toilets in restaurants, Chandé’s early experiences were formative. “It taught me to appreciate all kinds of work and helped me understand what I enjoyed,” she says.

These experiences led her to the London School of Economics, where she studied social anthropology. “I graduated in 2009, right in the middle of the recession,” Chandé says. While many of her peers pursued careers in finance, she was drawn to marketing and landed an internship at L’Oréal. “That internship was life-changing. It gave me a glimpse of what it meant to build and market a brand.”

Climbing the Ranks at L’Oréal

Chandé spent over a decade at L’Oréal, working across various divisions, including luxury, consumer products, and professional products. “It was incredibly diverse. I never felt the need to leave because every new role brought fresh challenges and learning opportunities,” she explains.

Reflecting on her time there, Chandé shares two pivotal moments. The first was during her internship at Lancôme, where she was tasked with launching the world’s first vibrating mascara. “It was overwhelming because I was given so much responsibility, from writing copy to signing off creative assets,” she says. This early experience taught her to trust her instincts and embrace challenges.

The second was during her stint in the professional products division, focusing on hair salons. “One of our general managers told me, ‘Treat this business as if it were your own,’” she recalls. That advice stayed with her, shaping her entrepreneurial mindset. “It was about ownership—every decision had to be made with the business’s success in mind.”

Transitioning to the Startup World

After 11 years, Chandé felt it was time to move on. “It wasn’t about dissatisfaction; it was about wanting something new,” she explains. The timing coincided with her father’s decision to retire from his retail business. “I thought, if I ever want to learn the ropes of the family business, now is the time.”

This transition was both exciting and challenging. “Moving from a corporate giant like L’Oréal to a small business required serious unlearning,” she admits. Chandé had to adapt to limited resources and roll up her sleeves to get things done. “In a startup, it’s all on you. There’s no big team to back you up, so you have to be resourceful.”

A Purpose-Driven Mission at WUKA

Chandé’s move into the women’s health space was driven by personal interest and market opportunity. “In my early 30s, I started paying more attention to my health—fertility, menstrual cycles, and all those things you tend to ignore when you’re younger,” she explains. She noticed a gap in the menstrual health market, which had seen little innovation for decades. “It was ripe for disruption. The products on shelves hadn’t changed in years, and nobody was questioning what was inside them.”

At WUKA, Chandé found a brand aligned with her values. “WUKA stands for Wake Up, Kick Ass. It’s about breaking taboos and making sustainable, reusable period products accessible to everyone,” she says. One of the brand’s standout innovations is its stretch collection, the world’s first multi-size period underwear. “It fits up to four sizes, reducing waste and making life easier for consumers, especially teens going through rapid growth.”

Navigating the B Corp Journey

Chandé has played a key role in helping brands achieve B Corp certification, a rigorous process that evaluates a company’s social and environmental impact. “It’s not easy—it requires a lot of time, patience, and evidence gathering,” she says. She contrasts two approaches: one with a B Corp consultant and one without. “Both worked, but having a consultant definitely sped things up.”

Despite the challenges, Chandé believes B Corp status is worth the effort. “Consumers are becoming more conscious. Certifications like B Corp help build trust and credibility,” she notes. However, she acknowledges that there’s still work to be done in educating consumers about what B Corp means.

Winning the Sky Zero Footprint Fund

One of Chandé’s proudest achievements at WUKA is winning the Sky Zero Footprint Fund, securing a £250,000 media spend. “TV had always been a pipe dream because of the costs,” she says. Despite limited resources, the team managed to create a compelling ad on a fraction of the typical budget.

The ad, which depicted periods realistically without resorting to blue liquid, faced resistance from regulators. “It was a six-month battle with Clearcast, but we stood our ground,” Chandé recalls. The ad eventually aired, receiving both praise and backlash. “We got over 300 complaints, but we also received overwhelming support from people who appreciated the honesty.”

Lessons in Leadership and Advice for Retailers

Chandé’s leadership style is grounded in empathy, resilience, and adaptability. “You need to trust your instincts, but also be open to feedback,” she advises. For retailers looking to innovate, she emphasises the importance of understanding consumer needs. “Innovation isn’t just about new products—it’s about solving real problems for your customers.”

She also highlights the power of networks. “When I left L’Oréal, I realised how valuable my network was. It’s not just about finding opportunities; it’s about learning from others and building lasting relationships.”

Looking Ahead

With plans for international expansion and new product launches, Chandé is excited about WUKA’s future. “There’s so much potential. We want to reach more people and continue driving positive change in the industry,” she says.

For Priya Chandé, retail is more than just business—it’s a platform to make a difference. Through her work at WUKA, she’s not only transforming the menstrual health market but also inspiring a new generation of purpose-driven brands. As retail continues to evolve, Chandé’s story serves as a powerful example of how innovation, authenticity, and resilience can create lasting impact.