How companies are profiting from our fears of menopause

It started with a shampoo for menopause, recalls Chloe*, a 54-year-old fabric designer from Gloucestershire. I noticed my hair thinning and an Instagram ad suggested products to thicken it. Soon, the platform was offering me all sorts of menopause-related items promising weight loss, energy boosts, and youthful skin. They were irresistible.

Experts warn that what appears to be empowerment is increasingly dominated by commercial interests. Instead of objective guidance, a multibillion-dollar industry has emerged selling products that are often ineffective or potentially harmful.

Theres a menopause gold rush, explains Professor Joyce Harper of UCLs Elizabeth Garrett Anderson Institute for Womens Health. Public understanding of menopause has improved, but private companies have rushed in, seeing it as a profitable market.

The global menopause market reached nearly 13.6bn in 2024 and is expected to hit 20bn by 2030. Between January 2020 and December 2023, 86% of new products labeled for menopause were beauty or personal care items, not medicines, according to Mintel.

Luxury offerings include 10-day hormone-balancing retreats for 4,399 with colonic treatments, massages, and meditation, or a Gwyneth Paltrow-led summit costing 1,200 with panels on homeopathy, vaginal rejuvenation, and Goop products. Other items range from red-light vibrators and menopause hot chocolate to cooling pajamas and specialized body washes.

Staff at Sainsburys criticized the supermarket for launching its own menopause face cream despite years of failing to adopt policies supporting menopausal employees.

Commercial Interests vs. Awareness

Brooke Nickel, senior research fellow at the University of Sydney, notes that while awareness of menopause has grown, commercial exploitation has followed. Companies cherry-pick or ignore evidence, and use advertising and social media influencers to spread misleading claims, she says. TikTok alone shows nearly seven billion views under the hashtag #menopause.

Marketing messages exploit the idea of empowerment, Nickel continues. They suggest that without buying these products, women arent controlling their healthdespite most having no proven benefits and potential risks.

Chloe describes her own experience: I was juggling work and caregiving, exhausted, and spent hundreds of pounds a month on products promising more energy and better looks. Visiting my sister and skipping these products for two weeks made me realize I felt no difference. Researching further, I learned some supplements, like black cohosh, carry liver risks. I felt misled.

Regulatory Action and Evidence Gaps

In 2024, the Advertising Standards Authority (ASA) began cracking down on menopause product claims. Examples include Feel supplements plant-based capsules, Napiers Wild Yam cream, and Aidas VolcanicX bundle, all cited for overstated or unsubstantiated claims.

In the UK, about 13 million women are peri- or post-menopausal, with more than 75% experiencing symptoms, according to the National Institute for Health and Care Excellence.

Professor Martha Hickey of the University of Melbourne warns against over-medicalizing menopause. Menopause is not a disease. Its a normal stage of life, like pregnancy. Treatments help with symptoms such as hot flashes and night sweats, but marketing often frames it as a crisis requiring constant intervention.

Clinical psychologist Myra Hunter adds that fear-based messaging worsens experiences and causes unnecessary anxiety. Even evidence-backed HRT is not suitable for every woman, and overgeneralizing menopause can leave those most in need unsupported.

Nickel emphasizes the lack of research and funding in womens health. We need accurate information, education, and evidence-based care rather than fear-driven marketing.

Harpers UCL study found only 2% of women felt well-informed about menopause before perimenopause, highlighting the urgent need for education and support. Interventions could include cognitive behavioral therapy, better exercise, nutrition, and workplace accommodations like temperature-controlled environments.

Hickey concludes, Societies that respect aging, like some Indigenous communities in Australia, experience menopause as less problematic. We need to challenge ageism and value the contributions of older women rather than sell them overpriced products with dubious claims.

Author: Sophia Brooks