As we enter a new era of inclusive and holistic beauty for all — menopause beauty is becoming a booming beauty niche. Menopause is shifting out of taboo and into the spotlight as women worldwide seek a deeper understanding of changes during this time, carving out plenty of opportunity for beauty and wellness industries to support, educate and empower. One big trend is menopausal skin and hair care — focusing specifically on the particular needs of the skin and hair of menopausal women.

Kindra provides oestrogen-free solutions such as supplements and lotions for those experiencing menopause symptoms.  are on a mission to “change the way women [experience] menopause,”  and shift the mindset that menopause is “something to be cured rather than a natural phase of a woman’s life.” said HongJoo Sun, Kindra’s CEO. 

Although there has been a boom of innovative brands popping up, representation in the beauty scene is unfortunately still lacking and the very little that is shown isn’t inclusive with an outdated perspective on menopause.

Redefining the Menopause, found that two-thirds of women experiencing menopause or perimenopause feel that brands aren’t doing enough to support them, while 76% don’t feel represented at all by brands’ advertising and marketing. The study found that the most common menopausal symptoms were related to negative impacts on feelings and mood (67%) and self-confidence (59%). Through aspirational advertising, brands have an opportunity to address this lack of self-confidence through better representation.

Hair-care brand, Better Not Younger is aimed at selling shampoo, conditioner, scalp serum, and ingestibles for women 45 years and above. The company’s communication strategy also acknowledges women over 45 years old and accurately reflects their lifestyles. The brand began producing video content including a 42-second video asking women what life after 45 looks like. Sonsoles Gonzales, Better Not Younger founder, and CEO said she had only seen brands attempting to cater to the age group by using old stereotypes like a grandmother, a woman gardening, or a woman on a cruise in advertisements. “Women my age are starting businesses, dating again, and hiking mountains,” she said. “It’s not just about looking great, but it’s also about showing them in situations where they can see themselves.” Since launching, Better Not Younger has grown sales by 50% month-over-month,  

So why does Menopause representation matter?

By 2025, 1.1 billion women will be menopausal due to women living longer. The average woman can expect to spend 40% of her life in postmenopause. 

Another reason menopause representation matters are because this stage of life accounts for a large sector of the beauty industry rather than the small niche market it is portrayed to be. The AARP found in a national survey of 2,000 women that 70% of those ages 40 and older want to see more beauty and personal care products for perimenopausal and menopausal women. The survey also found that Women 50 and older spend $22 billion a year on beauty products.

As we break more taboos surrounding menopause and build a stronger inclusive beauty space we hope to see more inclusion of all ages in beauty and better representation of all demographics and niches.