Health changes can be particularly challenging for D/deaf individuals due to communication barriers and a need for more accessible information presented by professionals. In the UK, one-third of deaf people have reported leaving a GP consultation uncertain about their condition, and a further third avoided booking to see GPs at all because of communication difficulties and lack of access to professionals using British Sign Language (BSL).

Of the 188,000 people who use BSL as their first language in the UK, 49% are female. For these women, body changes can be complex, especially during significant shifts such as menopause, particularly for those who do not feel confident attending a GP appointment.

According to research by the University of Wolverhampton, 60% of D/deaf women do not have sufficient access to menopause health information in BSL. As a result, 55% of D/deaf women did not know that the symptoms they were experiencing were related to menopause, and an alarming 90% report that they have no awareness of treatment options when it comes to menopausal health.

Health and wellness retailer Holland & Barrett has recognized the struggle many D/deaf women face surrounding menopause and created the BSL resource for women going through this change, the Holland & Barrett Menopause Hub. The resource was put together alongside online business My Menopause Centre and BID Services, a charity that works to empower individuals with sensory impairments.

The resource has been created to help the D/deaf community better understand menopause, its symptoms, and available treatment options. It contains frequently asked questions with video responses using BSL on different topics, such as healthcare and lifestyle advice, all presented using community-wide aligned terms.

"After focus groups with D/deaf women, it was clear that it wasn't enough to have interpreted content, and there needed to be a deeper and tailored glossary of BSL signs around menopause that explains the signs and meaning," said Lina Chan, Director of Women's Health at Holland & Barrett. "We are delighted to be working with My Menopause Centre and BID Services to be able to provide this guidance and to continue our work to increase accessibility for all women to support their unique menopause needs."

The H&B Menopause Hub was revealed shortly after the launch of Holland & Barrett's Women's Wellness Commitment campaign, which pledges to raise awareness around topics including menopause and endometriosis. For the campaign, the retailer trained over 600 employees as women's health coaches, equipping them with the knowledge to offer personalized support surrounding menstrual cycles and hormonal health.

"One of our key missions at Holland & Barrett is to support women and their individual health journeys. We are committed to increasing equity of access to information and services to all women," added Chan.

Elsewhere in the health and beauty industry, MAC Cosmetics has also been making progressive movement to become more inclusive for D/deaf consumers. The brand has launched a virtual BSL makeup service in collaboration with Sorenson Communications, a language service provider.

The service allows consumers from the D/deaf community to book free one-to-one sessions in advance with a MAC artist, accompanied by a BSL interpreter, for a 45-minute tutorial. Later in the year, MAC BSL tutorials will expand to the brand's Carnaby Street flagship store, allowing for in-person interactions with artists.

Holland & Barrett and MAC Cosmetics signal a changing attitude towards inclusivity for the D/deaf community that exists among beauty and personal care consumers. Both brands' services come after other diversity-led launches that aim to make the industry more accessible for those with a disability, including Estée Lauder's voice-assisted app for the visually impaired and products for those with physical disabilities, such as L'Oréal's HAPTA makeup applicator and Olay's easy-open lid.

The increase in brands and retailers catering to individuals with disabilities is a positive step toward a more inclusive industry where everyone can feel valued and seen. By following the path of these businesses, other players in the industry can help to further this narrative, hopefully bringing us closer to a time when disability inclusivity becomes second nature for all product creators, sellers, and healthcare providers.