The shade is simply called “Period.” It was created by Pantone in partnership Swedish healthcare brand, Intimina to support their global campaign to make menstruation more visible and normalize it.

It is described as “an active and adventurous red hue, courageous Period emboldens 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 the pure and natural bodily function.” (Intimina)

Cover Image and Article Credit: Intimina, Pantone