Brands heating up the menopause market

With recent TV shows such as Sex Education helping to destigmatize conversations around peri-menopause and menopause and the rise of menopause parties gaining popularity, there seems to be a positive focus on individuals entering this stage in life. In fact, from emerging telehealth startups to beauty and wellness brands endorsed and established by notable personalities, the menopause market is anticipated to reach $24 Billion by 2030. Let's explore those raising awareness and amplifying the voices of this life stage.


For those seeking a weekly infusion of female insights, Julia Louis-Dreyfus, best known for her iconic roles in Seinfeld and Veep, unveiled a lifestyle podcast named "Wiser Than Me." At the age of 62, the actress introduced the podcast to offer audiences a chance to glean wisdom from "seasoned and wiser women" through candid and open discussions. With each episode, Louis-Dreyfus brings on a guest who shares their perspectives on life, work, and society in an engaging and cheerful manner. Shortly after its debut earlier this year, Wiser Than Me became the number-one show on Apple Podcasts, featuring guests including actress Jane Fonda and designer Diane von Furstenberg.


Besides consulting with your doctor, how do you manage symptoms such as hot flashes and any of the more than 40 other symptoms associated with menopause? Apparently, there’s an app for that. With investment from celebrities like Gwyneth Paltrow, Drew Barrymore, Cameron Diaz, and Demi Moore, Evernow has deep pockets and a lot of star power. Users, who pay a monthly fee, complete a detailed health profile that was developed based on American College of Gynecology and North American Menopause Society (NAMS) guidelines and then are connected with a “clinician” who can prescribe medication or offer suggestions for symptom relief based on individual needs.


Wile has put women over 40 front and center in its product development and is marketing a loud and shame-free menopause transition for the “grown woman.” Believing that “a face cream and “you’ll get through it” isn't enough for aging women, actor Judy Greer created Wile - a line of plant-based supplements to treat perimenopause and menopause symptoms from the inside out. Endorsed by Serena Williams and Stacy London, the brand advocates that more attention be brought to midlife in marketing, retail, and medicine.