Menopause Care: The New Frontier for Bold Branding
Menopause is stepping into the spotlight, shedding its long-held reputation as a taboo topic. Thanks to the power of social media, especially platforms like TikTok, a new narrative is emerging, one that destigmatizes menopause and encourages open discussions about its symptoms.
The Shift in Perspective
Medical professionals-turned-influencers—such as Dr. Mary Claire Haver, Dr. Louise Newson, and Dr. Naomi Potter—are leading the charge. With substantial followings on social media, these experts are offering invaluable advice on managing perimenopause and menopause symptoms. They are creating vibrant communities where women can connect and share their experiences, transforming what was once a lonely journey into a shared experience.
Celebrities Championing Menopause Awareness
Recently, several high-profile celebrities have recognized the need to support women navigting this phase of life:
- Halle Berry launched Respin Health, an online program that connects women with healthcare professionals to develop personalized health plans.
- Naomi Watts introduced Stripes, a brand focused on supplements, skincare, and vaginal wellness products tailored for women undergoing menopause.
- Meanwhile, Drew Barrymore and Gwyneth Paltrow are backing Evernow, a digital platform that offers prescription menopause therapies like estrogen patches and oral progesterone.
According to Dr. Louise Newson, “Women have often been misdiagnosed as having depression, anxiety, or irritable bowel syndrome because doctors lacked understanding that changes in hormones could be the root cause. Now, women are taking charge and seeking treatment more actively."
Beauty Retailers Embrace the Menopause Movement
As the conversation around menopause grows, beauty retailers are pivoting to meet this need. Brands like Womaness, Joylux, and Stripes are popping up on the shelves of major stores like Ulta Beauty and Sephora, which launched menopause categories in 2022 and 2023 respectively. They offer products that address issues like hair loss, vaginal dryness, and hot flashes.
In a significant move, Ulta has even debuted a line of hormone care products, solidifying its commitment to this previously overlooked demographic.
The Financial Upside of Opening Up
A report from Women’s Health Access Matters estimates the menopause market could soar from nearly $18 billion in 2024 to $27 billion by 2030. This growth is largely attributed to women becoming more educated about their health and actively seeking to diagnose their symptoms rather than passively accepting misdiagnoses.
Colette Courtion, CEO of Joylux, emphasizes that “the cultural narrative historically positioned menopause as the end of vitality rather than a transition into a new, empowered stage of life.” Today, however, women in their 40s, 50s, and beyond are more engaged in wellness than ever. They expect the same level of care for menopause as they do for other aspects of their health, presenting a significant opportunity for brands willing to invest in this space.
Building Community Around Menopause
Women at this stage of life often seek support from other women for managing their symptoms. The new wave of menopause brands has capitalized on this need, integrating direct access to health professionals and creating community-oriented experiences.
In this new era, empowering women throughout their menopause journey is not just a marketing strategy; it’s a calling. Brands that can genuinely connect with their audience will likely find a loyal customer base eager for support and information.
As menopause continues its journey into mainstream acceptance, the branding landscape is ripe for innovation. By fostering community, addressing needs, and breaking the stigma, brands can redefine what it means to support women during this pivotal life stage. Are you ready to join the conversation?
