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In view of the negative view of the phenomenon of menstruation and recent market changes aimed at the search for ecological consumption and real female representations, this research seeks to understand the relationship between women, menstruation and these new trends, in order to respond to the following question: How do consumers of ecological menstrual products perceive their relationship with menstruation and with these products? For that, texts were used as a basis that addressed the cultural aspects of menstruation in Brazil, the ecological market trends and how advertising and marketing aimed at the female audience and menstruation evolved over time. Data were collected from the analysis of cultural texts and interviews with consumers of ecological products. As a result, it was identified that the advertisements belonging to the second half of the century. XXI began to represent menstruation as a positive and natural phenomenon. With regard to consumers, the data indicate that their relationship with menstruation seems to have improved after using ecological menstrual products, as they feel safer and more confident, since the products generate greater autonomy and comfort for them. [ABSTRACT FROM AUTHOR]