DR.VEGAN Takes on VAT Cost for PMS Supplement in Response to UK Tax Gap

UK vegan supplement brand DR.VEGAN has decided to absorb the VAT on its PMS Hero supplement, reducing the price for consumers due to what the company sees as an inconsistency in how period-related products are taxed in the United Kingdom. While period products were exempt from VAT in 2021 after a campaign against the "tampon tax," supplements formulated to address menstrual cycle symptoms are still subject to the standard tax rate. DR.VEGAN will cover this cost for PMS Hero until the tax treatment changes, with the company's CMO Jenny Chiu citing her own experience with PMS as a driving force behind the decision.

PMS Hero is a botanically led supplement designed to address a range of PMS symptoms, including hormonal, emotional, and physical aspects. Developed in-house by DR.VEGAN's practitioner team, the supplement contains a blend of botanicals, vitamins, and minerals to support women through their menstrual cycle. Survey data from PMS Hero users indicates that the supplement has been effective for many, with 79% of respondents reporting they had not received education about PMS at school and 91% saying the supplement worked for them. DR.VEGAN's decision to absorb the VAT aligns with their campaign to highlight the ongoing nature of premenstrual symptoms and challenge the perception that supporting women's health in this way is a luxury.