Always is officially removing the Venus female symbol from the packing of its menstruation products. The announcement follows pleas from LGBTQ activists to make the labeling more inclusive of transgender and non-binary customers.

“For over 35 years Always has championed girls and women, and we will continue to do so,” the brand’s parent company Procter & Gamble said in a statement.

“We’re also committed to diversity & inclusion and are on a continual journey to understand the needs of all of our consumers.”

The decision comes after Always received several complaints over the Summer (and since) about the unnecessary use of the symbol. One person urged the brand: “Think about your non-binary and trans customers who have a hard enough time mentally dealing with periods as it is.”


And Amen!

Original story appeared on CBS News.