Plant-based supplements brand Dr Vegan has today (2 June) announced it will permanently absorb the VAT on its PMS Hero capsules, cutting the rsp by more than 20%.
The move was a “commitment to making premenstrual support more accessible”, said the brand. It follows the removal of VAT on period products in 2021 after a decade-long campaign against the so-called tampon tax. “However, products designed to support women with symptoms that can accompany their monthly cycle – including fatigue, bloating, mood changes, cravings and discomfort – are still subject to VAT.”
Previously priced at £23.99 per pack of 60 capsules, PMS Hero is now £18.99 – a 20.8% reduction. Ingredients including magnesium citrate, organic dandelion root powder and ashwagandha help to provide hormonal regulation, ease tenderness and bloating, and support psychological function and mood.
The product’s price cut marks the beginning of a broader commitment by Dr Vegan to raise awareness about the support women need throughout their monthly menstrual cycle. Further initiatives are planned for the months ahead under the messaging ‘It’s Not That Time of the Month. It’s Every Month’ – which aims to challenge the idea that PMS is an occasional issue rather than a recurring experience.
“Studies have shown that menstruation-related symptoms can contribute to lost productivity in workplaces and education settings, highlighting a broader societal impact that is often overlooked,” Dr Vegan said.
Jenny Chiu, the brand’s CMO, added: “Period products became VAT-free in 2021. The supplements that help women manage what those products can’t are still taxed as a luxury. That’s not a position we’re comfortable with, so we’re absorbing the VAT ourselves until that changes.
“Across a typical reproductive life, women spend more than a year managing premenstrual symptoms. The idea that supporting that is a luxury is one of the more quietly absurd things our category has accepted.”
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