Getting your period is a female rite of passage, a grand welcome into womanhood. But for the longest time, even though you could describe it as this incredible signal of transformation in our bodies, young girls also got the sense it was something to keep hush-hush. Yes, you can get excited about it, and yes, you’ll have cramps and feel absolutely terrible—but talk about periods openly? Gross!

As a woman, I am thrilled to see this mindset change, and we certainly have to thank branding for this new and more natural way to talk about periods. Menstruation is normal, so there’s no need to veil it behind outdated design ideas of the 1950s. When packaging features a sophisticated look like Saalt or illustrations of anatomically accurate female genitalia like Thinx (versus obnoxious bright pinks and smiling ladies playing tennis), you now have the power to shift the conversation.

Daye is a newcomer to the female hygiene scene. The London start-up, which launched in beta in the UK this August, offers a tampon subscription service that uses sustainable packaging and looks so pretty you might leave it out in your bathroom for guests to see.