In attempt to break the stigma around menstruation and promote period positivity, Pantone just released a bold new color called "Period." They partnered with Swedish healthcare brand Intimina to develop this color as part of their global campaign, Seen + Heard, to normalize periods, because hello, it's biology!
On Instagram, Pantone described "Period," as "an active and adventurous red hue" meant to "embolden people who menstruate to feel proud of who they are. To own their period with self-assurance; to stand up and passionately celebrate the exciting and powerful life force they are born with; to urge everyone regardless of gender to feel comfortable to talk spontaneously and openly about this pure and natural bodily function."
The red shade is inspired by a steady menstrual flow. And no, Period isn't supposed to be the most accurate representation of your menstruation, but a "visual identifier of a red shade that would help Intimina leverage the power of color."