Demetra Nyx regularly posts selfies to her 1,540 Instagram followers with her face covered in blood.
The 28-year-old, who lives in LA, had her first period at the age of 12 – but was ashamed of it and thought it was disgusting.
In her teens, she would try and hide her period from her boyfriends, and feared bleeding through her clothes.
She was embarrassed and even felt the need to apologise to her partners about being on her time of the month.
“I was simultaneously embarrassed and fascinated by my period”
Demetra said: “I was simultaneously embarrassed and fascinated by my period. Our society teaches us that periods are dirty and inconvenient.
“Ads about menstrual products talk about smelling ‘fresh’ or making us cleaner, implying that our bodies’ natural functions are gross.”
When she was 20, she had an IUD fitted after the pill gave her panic attacks and reduced her sex drive.
But the device gave Demetra heavy, painful periods which left her bed-bound.
A year later, she decided to have it removed – which is when she became more in tune with her menstrual cycle.
The sex coach changed her mindset and now regularly smears her period blood over her face and shares it online, calling it “magical”.
She said: “Sharing pictures of blood on my face and body was just an impulse – I was creating a series to help women connect with their menstrual cycle, and I thought it would be fun.
“I believe it’s a beautiful thing to get comfortable with touching your own blood.”
Demetra believes her online posts are all about liberating women – and she doesn’t plan to stop there.
She wrote on Instagram: “I get so much pleasure from this ritual and I love feeling so free to share it and I love not caring what the reactions will be.
“I will do it until women stop feeling like they can’t have sex on their period because it is gross. I will do it until we stop being embarrassed that we sometimes bleed through our clothing. Through your sheets.
“The idea isn’t to get everyone to put blood on their face (though – wow – does it make your skin glow!)”
Despite the backlash she received online, Demetra still finds it “fun” to post the photos.
She said: “My blood to me has become fun, beautiful, and powerful, and playing with it brings me closer to myself.
“A really common comment I get is, ‘oh, you should just wipe poop all over your face then, it’s the same thing’.
“I also heard from friends and family that it was ‘weird’ and ‘disgusting’, and some people didn’t talk to me because of it.
“That encourages me to keep posting them – if it wasn’t having a necessary impact, people wouldn’t be so bothered by it.”