Virgin Atlantic has scrapped its rule that all female cabin crew staff must wear make-up.
The company has also said women will now be given trousers as part of their standard uniform as well as their traditional red pencil skirts, rather than having to specifically request them.
The brand says the move is a "significant change" in the industry.
Staff are still encouraged to wear make-up if they wish, but they must stick to the airline’s colour pattern.
Virgin Atlantic’s executive vice president of customer, Mark Anderson, said: "We want our uniform to truly reflect who we are as individuals while maintaining that famous Virgin Atlantic style", reports the Telegraph.
"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.
"Not only do the new guidelines offer an increased level of comfort, they also provide our team with more choice on how they want to express themselves at work. Helping people to be themselves is core to our desire to be the most loved travel company."
Most budget airlines, including Ryanair, have already relaxed the rules but other companies still ask all women to wear make up.
As a minimum female members the British Airways cabin grew must wear blusher and lipstick, keep their eyebrows neat and cover spots.
A BA spokesman told the Guardian : "Hundreds of our cabin crew are working with British designer Ozwald Boateng to create a stylish and professional new look to mark our centenary."
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