Omo’s shame removal solution

In Saudi Arabia, beauty and henna salons are more than spaces for pampering, they are intimate sanctuaries where women connect and share experiences. 

Created for OMO Arabia by MullenLowe MENA, this bold initiative, The Art of Stains, beautifully conflates traditional henna artistry, which makes decorative stains on the skin, with the stories told by women about the shame and self-disgust they have been made to feel about their periods and the 'shameful' marks their bleeding can leave.

Directed by Dania Bdeir, through Milkshake Media, the film features real women who bravely shared their experiences, despite personal risks, in raw unscripted conversations with henna artists, women who understand both the beauty of tradition and the burden of silence. 

Research shows that: 72 per cent of women in Saudi Arabia believe that period care and stains still cannot be openly discussed and many have thrown away garments and sheets bearing blood stains. OMO partnered with skilled henna artists to create bespoke designs that discreetly weave in essential stain removal information – turning henna into a tool for education, empowerment, and long-overdue conversation.