People around the world are still struggling to remove one of the most common stains: menstrual blood. Even though most agree it’s natural, 72% of people who menstruate still feel embarrassed by it. And this is impacting their social, athletic, and academic activities.

This time, removing the stain wasn’t enough. Persil launched “Let’s wash away the taboo”, a campaign to normalise period stains. We invited “anyone menstruating” to be part of a unique shoot led by thought-provoking photographer Sophie Ebrard.