The airline previously required any uniformed employee to conceal tattoos with a long-sleeved shirt, plasters or make-up. With short sleeves standard uniform at Virgin, this often meant staff had to specially request long-sleeved shirts.

The change will not apply to offensive tattoos, which must remain covered. Virgin said it is also reviewing its policy on face, neck and head tattoos, which it hopes to change in phase two of its HR policy review.

Ahead of a new cabin crew recruitment drive this week, Virgin Atlantic’s chief people officer, Estelle Hollingsworth, said the brand wants to focus on inclusion and championing individuality.

“At Virgin Atlantic, we want everyone to be themselves and know that they belong,” she said.

“Many people use tattoos to express their unique identities, and our customer-facing and uniformed colleagues should not be excluded from doing so if they choose. That’s why we’re relaxing our tattoo restrictions for all our people. We’re proud to be the airline that sees the world differently and allows our people to truly be themselves.”