For a lot of folks, when it comes to menstruation, we’re very much stuck in the past, and it often gets treated as a taboo subject in much of the world.

Swedish feminine care brand Intimina, makers of menstrual cups and intimate well-being products, was looking for a way to destigmatize and normalize discussions surrounding menstruation. To do this, they partnered with the Pantone Color Institute to develop and release a dynamic red color representative of the monthly occurrence.

Dubbed Period, and Part of Intimina’s Seen+Heard campaign to promote period positivity, the color is described as “an original shade of red that represents a steady flow during menstruation.”