Peruse the aisles of any drugstore in the United States, and you may notice the “pink tax.” From soap to shower gel, women’s products cost an average of 7% more than men’s products. When we’re talking about personal care, the price hike rises to 13%. You can save by buying a masculine or genderless iteration, but manufacturers are confident you’ll waste a few bucks just for the color pink or the label “for women.”

More and more people, however, are choosing to opt out of this dichotomy. Not only does a growing offering of genderless products allow consumers to save money and enjoy products interchangeably, but it’s also a convenient way for businesses to steer away from the tumultuous politics of gender identity. Always, for example, recently decided to remove the Venus, or female, logo from its period products.