Dr.Vegan absorbs VAT on PMS Hero supplement to lower the price for women

Dr.Vegan will be permanently taking on the UK VAT cost for its PMS Hero supplement to make premenstrual support more accessible. The commitment seeks to reflect the essentialness of premenstrual support, which should not be a luxury. 

The practitioner-formulated supplement brand notes that its decision comes after the removal of VAT on period products in 2021, post the decade-long campaign against the “tampon tax.”

“The supplements that help women manage what those [personal care] 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,” says Dr.Vegan’s chief marketing officer, Jenny Chiu.

During periods, women can experience fatigue, bloating, mood changes, cravings, and discomfort. “I spent decades dealing with bad PMS and cramps. I saw my GP, I saw a gynecologist, and nothing was ever diagnosed — so I just got on with it, the way most women do,” comments Chiu.

“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.”

Botanical, vitamin, and mineral blend

Ella Kaur, registered nutritional therapist and practitioner lead at Dr.Vegan, explains that PMS Hero is formulated with a blend of botanicals, vitamins, and minerals designed to address hormonal, emotional, and physical PMS symptoms.

“At its core is a trio of traditional women’s botanicals: Shatavari, long used in Ayurveda to support hormonal balance and reproductive well-being; Dong Quai, traditionally used to help ease menstrual discomfort; and Agnus Castus, one of the most clinically researched herbs for PMS,” she says.

“Ashwagandha helps support the body’s response to stress and vitamin B6 supports mood regulation. Magnesium helps support tension and cramping and chromium helps maintain normal blood glucose levels linked to cravings and energy throughout the monthly cycle, providing comprehensive support across a range of PMS symptoms.”

Overlooked social issue

Commenting on the VAT campaign, Dr.Vegan says it marks the start of a larger commitment to raise awareness and encourage action for supporting women throughout their cycles. The initiative to absorb VAT is part of the brand’s wider campaign message: “It’s Not That Time of the Month. It’s Every Month.” 

Dr.Vegan also flags that despite the significant impact of menstrual and premenstrual symptoms on everyday life, the field is under-researched, and women are expected to carry out everyday tasks by pushing through symptoms.

The brand notes studies that reveal menstruation-related symptoms can lead to productivity losses in workspaces and education settings, revealing a broader social impact that is also often overlooked.

According to Dr.Vegan’s PMS Hero user survey data, 79% said they had never been educated about PMS at school, 91% said the supplement worked for them, while nine in ten said they would recommend it. Users also reported it to be twice as effective as other supplements they had previously tried.

In related reports, Nutrition Insight recently spoke to Lallemand Bio-Ingredients, Novonesis, ADM, TriNutra, Saanroo, and GC Rieber VivoMega about the latest market insights and product innovations for women’s menopause, mood, and metabolic wellness.