The Dillon The Villain Shirt
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Beauty retailers are following suit, dedicating shelf space to the once taboo category. Ulta Beauty and Sephora launched menopause categories in 2022 and 2023, respectively, introducing brands like Womaness, Joylux and Stripes, which offer support for hair loss, vaginal dryness and hot flushes, among other symptoms. The retailers have continued to expand since, and Ulta debuted a line of hormone care products earlier this year. There’s money to be made in opening up about and normalising menopause. A recent report by Women’s Health Access Matters, an organisation that funds female health research, valued the menopause market at almost $18 billion in 2024 while forecasting it to reach $27 billion by 2030. According to Newson, a large part of that growth is down to women educating themselves about their health, rather than looking to others to diagnose their symptoms.The Dillon The Villain Shirt
“In the past, there have been symptoms of course,” she says, “but women have often been misdiagnosed as having depression, anxiety, irritable bowel syndrome and the like because doctors have not understood that perimenopause or menopause could be the cause of these symptoms. What is changing quickly is that women are understanding the impact of changing hormones in their bodies. They are making the diagnosis often themselves and so are seeking treatment more readily.” Hormonal health has entered mainstream conversation, shaping everything from skincare to supplements and beyond. Colette Courtion, CEO of the midlife intimate wellness brand Joylux, had a similar diagnosis. “Historically, menopause has been a deeply stigmatised topic. The cultural narrative positioned it as the end of vitality rather than a transition into a new, empowered stage of life. Because of this, brands and investors largely ignored the category, and medical research on menopause remained underfunded for decades.” Now, she says, “Women in their 40s, 50s and beyond are more engaged in wellness than ever before, and they expect the same level of innovation and care for menopause as they do for other aspects of their health.” This presents a significant opportunity for brands — but it’s a category that must be intimately understood in order to operate in.
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