A new study by OMO has revealed that while attitudes towards menstruation in Saudi Arabia are evolving, significant stigma remains. According to the research, 63% of women believe that discussions about periods have become more open across generations. However, for 72% of respondents, period care and stains remain taboo subjects, making open conversations difficult.
This lack of discussion can lead to misinformation and inadequate knowledge about managing period stains. The study found that 70% of women had discarded clothes or bed sheets because they could not remove period stains effectively. To address this, OMO has launched a unique education campaign that combines period care awareness with one of Saudi Arabia’s most cherished traditions – henna.
Henna Salons as Safe Spaces for Change
Henna and beauty salons in Saudi Arabia are more than places for self-care; they are intimate spaces where women share experiences, seek advice, and discuss personal matters. Recognising this, OMO has partnered with henna artists to integrate period care tips into traditional designs, using art as a tool for education.
The initiative transforms henna from a decorative practice into a medium for empowerment. Washing instructions and stain-removal techniques are embedded into intricate henna patterns, ensuring that vital information reaches women in an organic and culturally relevant way.
Sarah Qazi, Arabia Home Care Business Lead at Unilever, explained the concept behind the campaign:
“Every great idea should not only be relatable but also solve a problem. The challenge was reaching millions of women who experience periods daily while addressing the lack of conversation around period care. We needed a medium that felt natural, familiar, and deeply personal. That’s when we turned to henna, not just as an art form, but as a storytelling tradition passed down through generations.”
A Three-Step Solution for Stain Removal
OMO’s stain-removal campaign is designed to provide practical, accessible solutions. Its strong formulation, enriched with enzymes, targets tough stains such as blood. The campaign’s henna patterns reflect a three-step process for removing period stains:
- Soften with cold water
- Wash with OMO detergent
- Rinse in cold water
By embedding this process into henna designs, OMO hopes to normalise discussions around menstruation and provide women with the tools to manage period stains confidently.
Empowering Women Through Art
As part of its commitment to breaking period taboos, OMO is distributing custom-made henna design kits to artists across Saudi Arabia. These kits, which contain designs incorporating period care tips, are also available for download via OMO’s digital platform.
Through this initiative, OMO aims to transform a long-standing cultural tradition into a powerful tool for education and empowerment. The company is encouraging women across Saudi Arabia to join the movement and help turn tradition into transformation.
