October 22, 2026
Menopause has finally become part of the mainstream conversation.
Women are talking more openly about their experiences, employers are becoming more aware of the support people may need, and brands are developing products specifically for women going through perimenopause and menopause.
That can only be a good thing.
But increased awareness has also created a very big commercial opportunity.
Supplements. Skincare. Intimate health products. Apps. Medical devices. There are more products than ever promising to support women through this stage of life.
Some are doing a brilliant job.
Others are making us raise a regulatory eyebrow.
Because while menopause might be a rapidly growing market, it isn’t a regulatory free-for-all.
Food supplements can support health, but there are strict rules around what brands can actually say about them.
In GB and the EU, health claims need to be authorised. You cannot simply decide that your supplement “balances hormones”, “stops hot flushes” or “treats menopause symptoms” because that’s what your target customer wants to hear.
Supplements also cannot claim to prevent, treat or cure disease.
There are authorised health claims that may be relevant to products aimed at menopausal women. For example, vitamin B6 contributes to the regulation of hormonal activity, while calcium and vitamin D contribute to the maintenance of normal bones.
But those claims have specific conditions of use and cannot be stretched into something they don’t actually say.
There is always a regulatory but.
We’re also seeing huge growth in skincare specifically marketed towards menopausal women.
Again, brilliant.
Cosmetics can absolutely be developed to address changes women may notice in their skin and hair. Brands can talk about hydration, softness, the appearance of fine lines and supporting the skin barrier, provided they have appropriate evidence for the claims they make.
What a cosmetic cannot do is claim to treat menopause, replace oestrogen or stop hot flushes.
Your moisturiser is still a moisturiser, however impressive the marketing campaign.
Women’s health also includes a huge variety of products that may fall under medical device regulations.
Certain vaginal moisturisers, pelvic floor trainers, fertility tests and even some symptom-tracking apps may be medical devices depending on factors including their intended purpose.
That means manufacturers need to understand the relevant regulatory requirements and have appropriate evidence supporting the safety and performance of their products.
This is particularly important as digital health and femtech continue to grow. A few words in an app description can potentially change the regulatory route entirely.
Women experiencing menopause are often actively looking for answers.
They may be struggling with symptoms, trying different products and spending significant amounts of money searching for something that helps.
That makes responsible marketing even more important.
To the brands doing this properly, thank you.
Good products, appropriate evidence and honest claims are exactly what this growing market needs.
To those looking at menopause purely as an opportunity to make a quick sale with a very big promise?
The regulators are paying attention.
And, unsurprisingly, so are we.
If you fancy talking menopause, marketing and the occasional questionable claim with us in person, you’re in luck.
In November, we’ll be at the Women’s Health & Menopause Expo in Dunfermline.
Come and find the Taylored team. We promise not to regulatory-audit your shopping bag. Probably.
