TESCO are now selling plasters for different skin tones, in a move that the retailer has said could "make a genuine difference".
They've introduced plasters in three different colours to UK stores; dark, medium and light, to "better represent the nation".
The campaign has been named 'About Bloody Time', and was launched (in part) in response to a viral tweet in which a black man from the US said he was "holding back tears" after finding a plaster that matched his skin tone after 45 years.
It's taken me 45 trips around the sun, but for the first time in my life I know what it feels like to have a "band-aid" in my own skin tone. You can barely even spot it in the first image. For real I'm holding back tears. pic.twitter.com/GZR7hRBkJf
— Dominique Apollon (@ApollonTweets) April 19, 2019
Paulette Balson, chairwoman of the BAME at Tesco network, hailed the unique move: "One of the main objectives of our network is to help Tesco better serve our customers from all backgrounds and communities.
"No UK supermarket had ever stocked plasters in a range of skin tones before and we saw this as an opportunity for Tesco to lead the charge and make a genuine difference.
"Through our research within the network, we know how emotive a product like this can be.
"For example, one colleague reported that their child had felt self-conscious wearing a plaster on their face to school recently, because it didn’t match their skin tone and stood out."
Nicola Robinson, Tesco's health, beauty and wellness director, said: "As one of the largest retailers in the UK, we understand that we have a responsibility to ensure our products reflect the diversity of our customers and colleagues.
"We believe the launch of our new skin tone plaster range is an important step and a move that we hope will be replicated by other retailers and supermarkets across the country."
News of the initiative has been greeted with praise online, with many social media users questioning why it took so long for a supermarket to get here.
In light of the launch, Superdrug have said they will also be launching plasters for dark tone, medium tone and light tone skin in six weeks' time across all of its stores, while Boots also said it plans to launch plasters in a range of tones.