Virgin Atlantic has told its female cabin crew they no longer have to wear makeup if they don't fancy it.
The airline said the move marked a significant change for the aviation industry.
And it's about time - we said in response.
Sure, it's delightful to pop on a bold red lipstick if you happen to feel like it, but it's a little on the offensive side to be required to.
But there's no need to be offended any more with the rule coming into effect immediately.
It's a surprising move from Virgin Atlantic, given it is an airline known for its bright red uniforms and complimentary lip shades (on its female hostesses anyway).
But, it's clearly time for a change.
Virgin Atlantic's executive vice president - customer, Mark Anderson, said: "We want our uniform to truly reflect who we are as individuals while maintaining that famous Virgin Atlantic style.
"We have been listening to the views of our people and as a result have announced some changes to our styling and grooming policy that support this."
And it's not just makeup that's now optional.
Women crew members will now be offered trousers as a matter of course whereas in the past, they had to specifically request to wear pants instead of the traditional mid-length, fitted skirt.
However, the rules are not being entirely tossed aside. Those who do wish to wear makeup will have to stick to the approved Virgin Atlantic colour palette so it's not going to be a smokey eye free-for-all - at least not just yet.