Established brands have also got the message that menstruation is now something women are happy openly to discuss, and to laugh at. In a 2012 video, the pad company Bodyform’s CEO apologizes for inventing the myth of a carefree period with “metaphors” such as skydiving and horse-riding:

A Russian Tampax ad went viral with some Vice-like humor, depicting a women being eaten by a shark because she didn’t use the tampon company’s leak-proof product.

Meanwhile, Mooncup, a reusable silicon cup that catches menstrual blood, pitted tampons against its own product in an epic rap battle:

It’s becoming clear that plenty of women are perfectly comfortable talking about, laughing at, and—when necessary—taking seriously their monthly bleed. They might as well do so in the open.

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