Menopause-beauty education: the missing piece in an expanding market

By Kirsty Doolan

- Last updated on GMT

Online mentions of 'menopause-beauty' increased by 28% between 2020 and 2022, according to Brandwatch's social listening data  (Image: Getty)
Online mentions of 'menopause-beauty' increased by 28% between 2020 and 2022, according to Brandwatch's social listening data (Image: Getty)

Related tags Menopause menopause beauty Ageing Skin care Hair loss

The opportunities and challenges in the evolving menopause-beauty category.

Within the past three years, there has been a surge in consumer interest in ‘menopause-beauty’ products.

According to Brandwatch Analyst, Annelie Helgelin, between 2020 to 2022 online mentions of ‘menopause-beauty products’ increased by 28%. 

One notable trend in these conversations is the emphasis on taking a holistic approach to skincare during and after menopause,” ​she said.

“Many women are discussing the importance of maintaining a healthy lifestyle by incorporating elements like regular exercise, proper hydration, and the use of vitamins and supplements to support their skin's health. This holistic perspective underscores the recognition that beauty isn't just skin-deep; it's also influenced by overall well-being​.”

Helgelin said that a prominent theme in these discussions is the demand for skincare products specifically designed for menopausal women.

“Consumers are expressing a desire for gentle, clean, and hydrating skincare solutions that address the unique challenges of menopausal skin, such as increased dryness and the importance of rebuilding the skin barrier,” ​she revealed. “Many women are also seeking lighter, more skin-like formulas for foundations and makeup products.

Hyperpigmentation is another big concern among these consumers, and many are seeking effective remedies, with Vitamin C and SPF frequently mentioned as key ingredients and strategies for managing this, according to Brandwatch’s data.

There is also a growing interest in boosting collagen levels to combat the signs of ageing and hair-related issues, including receding hairlines.

“This surge in online conversations about menopause beauty underscores the growing demand for skincare and beauty solutions tailored to the needs of menopausal women,”​ said Helgelin.

“Brands that recognise and cater to these unique needs, while providing education and clear information, are poised to thrive in this growing segment of the beauty industry.”

92% of women felt “unprepared for perimenopause”

Charlotte Body, founder of the Pause Live 2023​ exhibition – a dedicated consumer event to educate and support on the menopause said that women have been campaigning for more education around perimenopause and menopause, and as a result we are seeing more media presence about the subject, as well as more people talking about it openly to their friends and family.

“However, while this is fabulous progress, we still have a long way to go,” ​she said. “Women are still not getting the right advice from their GPs and as a result they are very unprepared. A shocking statistic suggests that 13 million women (or 92% of women) said that they felt unprepared for perimenopause.”

According to Body, more education on this topic is the key to empowerment.

Key category innovations and trends 

Body says that there are a huge number of innovations in the menopause beauty/wellness space and these continue to evolve and improve year after year.  Intimate health treatments have developed significantly in recent years and there are various effective treatments to address symptoms of menopause related to intimate health, such as the Emsella Chair or Botox to address incontinence.

Whereas previously women were suffering in silence, the education and availability of these treatments mean that more women are getting the help they need.

“There are also lots of fantastic products to address the impact of the menopause on the skin, from topical products to in-clinic treatments. Again, the key here is education around the fact that the menopause can, and does, change your skin and so you need to adapt your regime accordingly,” ​she said.

Body said that women are becoming more aware of the different products out there to help and they are also becoming aware that there is no one-size-fits all product because each woman’s hormones are different, and as such their menopause symptoms are also different.

The same goes for gut health, and awareness of the impact of menopause on this too is growing. 

Body says that although awareness is being raised and taboos are being broken, consumer education is still key to further progress in this product category.

“By educating not only this generation but also the next about the menopause they will be best equipped to address their symptoms. This will reduce the impact they have on their lives and also help it become something that isn’t feared but is, in fact, celebrated,” ​she concluded.

Menopause has “34 recognised symptoms”

Intimate health expert Dr Shirin Lakhani of UK-based private clinic Elite Aesthetics, - who will be a speaker at Pause Live in November – said that the menopause has a huge impact both physically and psychologically and should not be underestimated.

“There are 34 recognised symptoms of menopause, however it can also bring about a whole host of lesser-known symptoms that impact a person’s looks, sex life, mood, and confidence,” ​said Dr Lakhani.

She also said that her patients are becoming more open to trying new treatments to help them address menopause symptoms.

“From non-surgical solutions to addressing incontinence and vaginal laxity such as the Empower RF, to in-clinic treatments to address the visible signs of the menopause such as changes in skin texture that are caused by the decline in circulating oestrogen and loss of collagen,” ​she shared.  

According to Dr Lakhani, there are also changes in skin type, often due to oil production slowing down and the fact that it loses some of its ability to hold water. Lips can become thinner as the collagen and elastin breaks down as oestrogen levels decrease, and sufferers can also experience hair loss, which is likely to be caused by the change in hormone levels – specifically the lowered production of oestrogen.

“It is only down to continued education that people will be more aware of the menopause and its symptoms and be equipped to seek treatment,” ​she concluded.

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