Walk down the feminine hygiene aisle in any grocery store. What do you see? It is a sea of sterile white packaging, blue liquids being poured onto pads in commercials, and a general vibe that periods are a secret medical condition to be managed in total silence. But the internet is changing that fast. Lately, videos of women menstruating have started popping up across TikTok, YouTube, and Instagram, and they aren't just for shock value. They are part of a massive, overdue shift in how we talk about basic biology.
People are tired of the "blue liquid" lie.
Honestly, the rise of this content is kinda fascinating because it tackles a taboo that has existed for centuries. We are seeing everything from "period hauls" where creators show off their favorite sustainable discs to raw, unedited vlogs of someone dealing with endometriosis flares. It’s messy. It’s real. And for millions of viewers, it is deeply validating.
The End of the Blue Liquid Era
For decades, advertising standards strictly prohibited showing anything resembling actual blood in period product commercials. This created a weird, clinical detachment from reality. When you see videos of women menstruating today, you’re seeing the "period realism" movement in action. This isn't just about showing blood; it's about showing the bloat, the acne, the heating pads, and the actual mechanics of how products work.
Think about the brand Period. (formerly The Period Company). Their marketing strategy leaned heavily into showing real bodies and real experiences. It wasn't polished. It was human. This kind of transparency helps younger people understand what "normal" actually looks like. If you only ever see blue water on a screen, seeing a blood clot in real life can be terrifying. Content creators like Nadina Ioana or educators on platforms like August (founded by Nadya Okamoto) have built entire communities by simply being honest about the cycle.
They show how to insert a menstrual cup. They talk about the texture of discharge. It’s educational, but it’s also a form of social protest against the idea that menstruation is "gross" or "unclean."
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Why This Content is Exploding on Social Media
Algorithms are a weird beast, but they favor authenticity. On TikTok, the hashtag #periodtok has billions of views. Why? Because it bridges the gap between medical advice and "big sister" energy.
Practical Education: There is a steep learning curve for reusable products. A video showing a woman demonstrating how to fold a menstrual cup (often using a glass jar to represent the anatomy) is infinitely more helpful than a 2D diagram in a box.
The Endometriosis and PCOS Community: For those living with chronic reproductive health issues, these videos are a lifeline. Seeing someone else document their "endo belly" or the reality of a heavy flow helps patients feel less alone. It also gives them the language to talk to their doctors.
Product Reviews: Gone are the days when we just bought whatever was on sale. People want to know if those $40 period undies actually leak. They want to see the "wear test."
The tone of these videos is usually pretty chill. It’s not a lecture. It’s someone sitting on their bathroom floor, maybe in their pajamas, saying, "Hey, this is what’s happening with my body today." That level of vulnerability is what makes the content go viral. It’s relatable in a way that corporate health content never could be.
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Addressing the "Gross" Factor and Online Censorship
We have to be real here: not everyone is a fan. Whenever videos of women menstruating hit the mainstream, the comments sections become a battlefield. There is a lot of pushback from people who think this should stay "private." This is what sociologists call "menstrual stigma," and it’s deeply rooted in the idea that female-coded bodily functions are inherently shameful.
Interestingly, the platforms themselves often struggle with this. Instagram and TikTok have, at various points, been accused of "shadowbanning" or removing content that shows period blood, even in an educational context. In 2015, the artist Rupi Kaur famously had a photo removed from Instagram because it showed a small bloodstain on her pants. The outcry that followed forced a conversation about why a period stain is considered "violating community standards" while graphic violence is often left up.
Ten years later, the landscape is better, but it's still not perfect. Creators often have to use "alc-codes" or creative captions to avoid the censors. They might call it "shark week" or use the 🩸 emoji constantly. It’s a game of cat and mouse with an AI moderator that doesn't understand the difference between a health tutorial and "graphic content."
Medical Reality vs. Social Media Trends
While the openness is great, we do have to talk about the limitations. Not every "period influencer" is a doctor. Sometimes, the DIY health advice can get a bit sketchy. You might see someone suggesting "seed cycling" or specific herbal teas to "cure" cramps.
What to look for in high-quality content:
- Citations: Does the creator mention actual studies or medical experts?
- Nuance: Do they acknowledge that every body is different?
- Safety: Are they promoting safe hygiene practices (like how long you can actually leave a tampon in)?
Medical professionals like Dr. Jennifer Lincoln have become incredibly popular by reacting to these videos. She uses her platform to debunk myths while still supporting the overall movement of period positivity. This "duet" culture on social media creates a self-correcting ecosystem where misinformation is often called out by actual OB-GYNs.
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The Impact on Global Health and Policy
This isn't just about "likes" and "shares." The visibility of menstruation online has direct ties to the "period poverty" movement. When people see the reality of how much product is used in a month, it makes the argument for free menstrual products in schools and shelters much stronger.
In Scotland, the Period Products (Free Provision) Act didn't happen in a vacuum. It happened because activists used digital media to show why these products are a necessity, not a luxury. By normalizing the sight and discussion of menstruation through video, we are slowly chipping away at the policies that tax pads as "luxury items" while leaving things like Viagra tax-free.
What You Can Actually Do With This Information
If you’re looking to engage with this space or you’re just curious about your own health, start by diversifying your feed. Look for creators who prioritize factual accuracy over aesthetic perfection.
Next Steps for Better Menstrual Health Awareness:
- Track Your Data: Use an app (like Clue or Flo) or a paper journal to note your symptoms. Seeing someone else talk about their "luteal phase" is more helpful when you know what yours feels like.
- Audit Your Products: Watch those "wear test" videos. If you’re still using the same pads you used in middle school, you might find that technology (like period underwear or discs) has evolved to be way more comfortable.
- Support the Advocacy: Look into organizations like Period.org or The Pad Project. They take the energy of "PeriodTok" and turn it into real-world legislative change.
- Talk About It: You don't have to film a video of yourself, but being open about your cycle with partners, friends, or coworkers helps kill the stigma. If you need a day off because of cramps, say it’s because of cramps.
The reality is that menstruation is a biological function for roughly half the population for a large chunk of their lives. Treating it like a secret only hurts the people experiencing it. Whether it's a 15-second TikTok or a 20-minute educational vlog, the visibility of these experiences is a net positive for public health. It’s about time the "blue liquid" stayed in the 90s where it belongs.