DR.VEGAN has announced it will permanently absorb the cost of VAT on its PMS Hero supplement as part of a commitment to making premenstrual support more accessible.
The move 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.
The brand says this marks the beginning of a broader commitment to raising awareness and encouraging action around the support women need throughout their monthly cycle, with further initiatives planned in the months ahead. It follows DR.VEGAN’s wider campaign message, ‘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.
Jenny Chiu, DR.VEGAN’s Chief Marketing Officer, explained: “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.”
