The symbol — a circle sitting on top of a cross — has traditionally been used to represent women.
The decision follows questions raised by customer Ben Saunders and a number of activists who felt that the symbol excluded both transgender and non-binary customers from the narrative, given that neither parties identify as women but still menstruate.
As per CNN, Always’ parent company Proctor & Gamble announced the decision earlier today to remove the symbol from its packaging from December 2019, with full distribution expected by February 2020.
In a letter shared online, the North American customer care team wrote: “We listened to you and our marketing team worked a solution.
“We are glad to inform you that as of December we will use a wrapper design without the feminine symbol.
"For over 35 years Always has championed girls and women, and we will continue to do so. We're also committed to diversity & inclusion and are on a continual journey to understand the needs of all of our consumers,” the company said in a statement.
"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. The change to our pad wrapper design is consistent with that practice.”
The advocacy organisation Trans Actual saw the move as largely positive.
“Well done to @Always for making sure your packaging is inclusive.
“We’re quite frankly worried for the women whose sense of self is so fragile that the removal of a symbol from a packet of sanitary towels makes them feel ‘erased’.”