Sanitary products brand Always is removing the 'female' symbol from its packaging in a bid to become more inclusive.
The company, which said it is "committed to diversity", will no longer use the Venus symbol - a circle with a cross below it - to be more inclusive of transgender and non-binary people.
As reported by CNN, consumer goods giant Procter & Gamble said: "For over 35 years Always has championed girls and women, and we will continue to do so.
"We're also committed to diversity and inclusion and are on a continual journey to understand the needs of all of our consumers.
"We routinely assess our products, packaging, and designs, taking into account consumer feedback, to ensure we are meeting the needs of everyone who uses our products."
It is not yet clear exactly when Procter & Gamble plans to implement the design changes, although a company spokesperson told CBS News the redesign will land in 2020.
Some trans men and non-binary people also have periods.
It follows calls from transgender activists and others for the company to rethink the Always pad wrappers because, among other arguments, some trans men menstruate.
One customer explained on Twitter: "So back in June, I emailed @Always (lost the email but the picture I sent is attached) because I noticed they had a Venus symbol on their packaging, and I suggested that this could be changed to be more inclusive of trans people, because owning a vagina =/= woman #always."
Not everyone got the decision, as someone tweeted: "The whole removal of the female symbol from @Always sanitary towels by trans activists is ridiculous and pointless. The wrapper is going in the bin, get over it. I think there are more important things to worry about in life than this is just..."
Another offered, in the way of clarification: "Some trans men and non-binary people also have periods. A trans guy emailed Always to politely suggest that they take the symbol off (which they didn't have on before anyway) and they agreed."
Someone else said: "All these news outlets saying Always is being 'forced' to remove the female symbol from their sanitary products, Always is a company, no one is forcing them to do anything! You just want to demonise trans people."