Callaly is also changing how they talk about periods. Launched the same month, #TheWholeBloodyTruth campaign aims to give a voice to the trans people who menstruate and move the industry past the singular, narrow story about periods and those who have them. “It’s time we recognized that not only cisgender women have periods,” Kate Huang, CMO of Callaly told Forbes.
As part of the campaign, Callaly released research that shows two-thirds (66%) of people don’t feel their experience of periods is shown in the media and advertising. To being to amend this, Callaly has committed to using gender-inclusive terms like “period care” instead of “femcare” and “people with periods” instead of women, to better reflect the diversity of people with periods. “We want every person with a period to feel seen, heard and represented, and will continue to innovate with products that serve all people with periods,” Huang pledged.