Female cabin crew working for Virgin Atlantic are no longer required to wear make-up while on duty.
The crew, whose uniform features a fitted red skirt, will also now be offered trousers automatically upon joining the airline, rather than only when requested.
Virgin said it was a "significant change" in an industry where female crew are often expected to make a conscious effort on their appearance.
But for staff who do wish to wear make-up including lipstick and foundation, they are encouraged to do so within the company’s existing palette of colours, as set out in official guidelines.
The airline industry has been among the most conservative when it comes to appearance standards, although it is gradually changing.
British Airways dropped its no-trouser rule for women in 2016, although it still requires female crew to wear make-up.
Newer airlines, such as EasyJet and Ryanair, usually have fairly relaxed rules on uniform, but many airlines still administer rules on what must be worn.
Virgin Atlantic spokesperson Mark Anderson said the company was working to ensure that "our uniforms truly reflect who we are as individuals while maintaining that famous Virgin Atlantic style.
"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."