In a nod to transgender and nonbinary customers, Procter & Ga mble said this week that it was removing the Venus symbol , which has historically been associated with womanhood and the female sex , from the wrappers of Always brand sanitary pads .

“For over 35 years Always has championed girls and women, and we will continue to do so,” the company said in a statement. “We’re also committed to diversity and inclusion and are on a continual journey to understand the needs of all of our consumers.”

The move followed efforts by some customers who menstruate but do not identify as female to push Always to abandon the symbol. It was applauded by some on social media for its sensitivity to the mental health of a wider range of customers.

Steph deNormand, a patient advocate for transgender health at Fenway Health, who uses the pronoun “they,” told NBC that seeing “female-coded” imagery while purchasing menstrual products could create a sense of distress for some customers. “Trans and nonbinary folks are constantly misgendered, and a gesture like this can broaden out the experiences and open up spaces for those who need the products,” they said.