Watch women talk about what their first time getting their period was like in a new ad for underwear brand Dear Kate.

Dear Kate is a company that makes underwear specially designed to be worn while you're on your period. According to the company website, "each pair is wicking, stain releasing, and leak-resistant." They made this ad because they wanted "to make sure it's not embarrassing or shameful to experience or to talk about," founder Julie Sygiel told AdWeek.

Over 20 women appear in the video, including (full disclosure) a couple of Someecards writers—hi Sue Smith and Kristen Bartlett! Their stories range from the embarrassing to the hilarious to the emotional to the empowering—not so different from that other "first time," actually.

Sources: h/t Adweek