Once considered a taboo topic, menopause is having a powerful rebrand — and it’s being led by women, wellness platforms, and a new wave of AI-powered personalisation. On TikTok and Instagram, menopause-related content is seeing a rise in visibility thanks to medical professionals-turned-influencers like Dr. Mary Claire Haver, Dr. Louise Newson, and Dr. Naomi Potter, who are demystifying perimenopause and menopause symptoms for millions of women online. Their educational content, shared in a tone that is both empathetic and informative, is filling a long-overdue gap in women’s healthcare.
At the same time, celebrities like Halle Berry, Naomi Watts, Drew Barrymore, and Gwyneth Paltrow are investing in or launching ventures focused on menopause wellness — from personalized digital health plans (Berry’s Respin Health) to supplements and skincare (Watts’s Stripes). This shift reflects a broader cultural moment: menopause is no longer whispered about — it's being monetized, medically supported, and mainstreamed.
A Market on the Rise — and Ripe for Innovation
The numbers reflect the momentum. The menopause market is expected to grow from nearly $18 billion in 2024 to $27 billion by 2030, according to Women’s Health Access Matters. Beauty retailers are making space, literally, with Ulta Beauty and Sephora dedicating entire categories to menopause care. Products address everything from vaginal dryness and thinning hair to hot flushes, insomnia and mood shifts. Ulta recently introduced its own hormone care line — a signal that this isn’t a passing trend, but a long-term category with consumer staying power.
Crucially, this growth is driven by women seeking answers for themselves — often after being misdiagnosed with conditions like anxiety, IBS or depression, when hormone fluctuations were the true cause. “What’s changing is that women now understand the impact of perimenopause and menopause,” says Dr. Newson. “They’re often making the diagnosis themselves, and seeking targeted treatment accordingly.”
Wellness Meets Science: Tech-Driven Solutions Take Over
Menopause is increasingly merging with the broader wellness industry — and now, AI is stepping in to further personalise care. Platforms like Evernow and Respin Health use AI to analyse hundreds of data points and offer tailored plans for everything from hormone therapy to sleep improvement. Startups like Alloy are developing proprietary tools to help physicians scale menopause care more effectively across locations.
“We finally have the technology and urgency to bring menopause into the modern era,” says Ally Tam Tumasov, CEO of Respin Health. “Women deserve solutions that are personalised, predictive, and science-backed.”
However, the rise of AI in healthcare does raise concerns. The Menopause Society recently warned against misinformation — even from licensed professionals — and stressed the importance of evidence-based treatment. Inaccurate advice, ineffective products and unchecked influencers can result in financial waste and serious health risks.
Building Community: The New Face of Menopause Brands
The most successful brands today aren’t just selling products — they’re fostering communities. Whether it’s private Facebook groups like those hosted by Womaness or menopause tracking apps like Health & Her’s “personal trainer for your menopause,” brands are investing in peer support and professional access.
Telehealth services like Winona, Midi and Stella offer virtual consultations and group Q&As, meeting women where they are. “Today’s midlife woman expects the same level of care and innovation in menopause as she does in skincare or fitness,” says Colette Courtion, CEO of Joylux.
Courtion’s company partnered with Respin to launch vFit+, a $500 red-light therapy device to strengthen the pelvic floor, track progress via app, and integrate education — blurring the lines between smart tech and menopause care.
Science Over Spin: What Women Want from Menopause Brands
With beauty and wellness brands flooding the space, trust and credibility are paramount. Consumers are rejecting superficial “pinkwashing” and instead demanding proof, research and diversity. No7 by Boots is a case in point: developed over five years with the University of Manchester and tested on over 7,000 menopausal women, the skincare line reflects deep scientific investment. Similarly, Bonafide’s supplements are developed by clinical experts, while Made of More features clear messaging around its proprietary HC+ Complex.
“As Gen M — women aged 45+ — become a dominant spending demographic, they want efficacy, transparency, and respect,” says Lisa Payne, head of beauty at Stylus. “They don’t want a repackaged face cream with ‘menopause’ slapped on it.”
With growing awareness, stronger communities, and better tools, the midlife market is finally catching up to its audience. Menopause is no longer a phase to suffer through in silence — it’s a new chapter to be navigated with confidence, connection, and care.
