Key Takeaways:
Even though roughly half the world’s population is, or will be, affected by menopause, it’s been shrouded in misinformation for centuries—much like women’s healthcare in general. But with more awareness and understanding in recent years, women are actively trying to make sense of their symptoms and seek support—even if society, workplaces, and medical institutions are not.
1.2 billion women are projected to be in menopause by 2030. The global population of individuals aged 60 and above is projected to double from 12% to 22% by 2050. Yet, only 30% of OB/GYNs receive formal training in menopause management in the US. October 2025 research from the Mayo Clinic shows that more than 80% of people with symptoms do not seek medical help, despite the implications on their daily life. This lack of understanding and support from healthcare systems (and society at large) is costing the UK roughly £10 billion (roughly $13.4 billion) annually, while the US loses $5.4 billion annually in productivity alone.
In response, advocacy and media campaigns reframing old-school notions have led to a narrative shift that’s driving demand for customized, data-driven femtech products.
Menopause Market Revolution
The menopause market has experienced exponential growth and innovation over the last five years—and it's projected to reach $600 billion by 2030. From hormone-responsive skincare to symptom-tracking wearables to cooling wristbands, older women are finally seeing their issues addressed.
Komel Caruso, co-founder and CEO of virtual-care provider HerMD, explained to BeautyMatter that more than 30 menopause-related symptoms can affect every system of the body—from brain fog, sleep disturbances, and hot flashes to vaginal dryness, skin changes, incontinence, and weight gain. “HerMD is changing that by making menopause care comprehensive, proactive, and lifelong,” she said.
HerMD takes a whole-person approach—integrating diagnostics, evidence-based treatments, and education into personalized care plans. “Evidence-based medical care is the foundation, but we recognize that menopause also impacts sexual health, skin, weight, and overall vitality. That’s where the bio-psycho-social approach becomes essential,” Caruso continued.
Other platforms in this space include Midi Health, which raised $50 million in Series C funding in late 2025 to help with the development of an AI-powered search engine, specifically designed for women’s health information. In October, Elektra Health and Oscar Health launched HelloMeno, a menopause-focused health plan in the Affordable Care Act marketplace, which will be available in 11 states from January 1, 2026.
Meanwhile, Equinox introduced hormone diagnostics and wearable integrations in EQX ARC, its new personalized performance program designed for women. Respin Health’s partnership with Peloton involves conducting a large-scale research study to explore the impact of exercise on menopause.
What these collaborators understand is that there’s an insight gap. “By combining medical expertise with empathy and data-driven care, we empower women to be active partners in their health journey, from perimenopause through postmenopause and beyond,” Caruso noted.
Perimenopause Blind Spot
For decades, menopause has been used to describe what happens to a woman who no longer menstruates; however, the word actually refers to a single point in time—12 months since her last period. Therefore, postmenopause is everything after that point. But what most people don’t realize is that perimenopause can begin up to a decade before, bringing on all the same symptoms long before the final period. According to period tracking app Clue, 70% of women are not even sure what perimenopause is.
While the peri phase typically starts in the 40s and menopause around 50, more and more people are experiencing an earlier onset, due to factors such as stress and modern living. And for some people, it can begin as early as the mid-30s.
According to Flo Health’s 2025 research, the US economy loses an estimated $22 billion annually from perimenopause-related productivity costs. The individual costs can total $16,724 a year for severe symptoms, while mild symptoms still add up to $1,978 a year. In the UK, 23% of women have considered resigning from work because of the impact menopause is having on their lives.
NNABI is the first company to focus on perimenopause itself. It’s co-founder, and Women of Wearables 2025 honoree, Marina Pen told BeautyMatter that their research found nearly 40% of women had never even considered perimenopause as a reason for their symptoms, even though they were experiencing things like exhaustion, mood changes, anxiety, brain fog, or sleep disruption.
“What’s even more painful is how often women blame themselves and assume something is wrong with them,” Pen added. “This pattern reflects a larger truth: women have been taught to push through. From period pain to postpartum recovery to perimenopause, we’ve learned to keep going, often in silence. The good news is: women are ready to take action.”
Millennial women, who are now in perimenopause or soon will be, demonstrate an emerging consumer base—one that’s prepped and primed to take on the challenges menopause presents. In its recent Future of Menopause 2035 report, Ultra Violet Agency names this new cohort the “peri-prepper.” The peri-prepper is someone who understands that menopause is optimized in the 30s by amending supplement protocols, exercise regimens, and mindfulness practices.
“What we’re seeing through our research is that the real opportunity (and blind spot) lies in perimenopause, the decade before menopause,” Pen explained.
Brands are also starting to pay more attention to this growing subcategory. For example, Oura partnered with UC Berkeley and Clue on perimenopause research in 2024, prior to the wearable smart ring brand introducing features specifically designed for individuals going through the transitional phase, based on the findings. Like many women’s health sectors, R&D is underfunded, and brands are stepping in with sponsorship.
Cara Kamenev, Global Brand President and CEO of Stripes Beauty, told BeautyMatter that scientifically, the gap lies in research on the most effective formulations for midlife women. “Emotionally, women are asking for authenticity and representation. They want brands that meet them where they are. Not anti-aging messaging, but pro-aging ones,” she said.
Founded by Naomi Watts, Stripes is a science-backed skincare and wellness solution brand that’s been intentional in changing the narrative surrounding this phase of life. “We see menopause as a critical entry point into a broader conversation around longevity,” Kamenev continued.
“As we continue to evolve our brand and broaden our offerings, Stripes is increasingly exploring the intersection of skin health, hormonal balance, and emotional well-being, thinking holistically about how women can thrive not only through menopause, but for decades beyond it.” And this is where the growing markets for menopause, beauty, tech, and longevity wellness collide.
The Beauty-Tech-Wellness Convergence
With menopause and perimenopause creeping into women’s lives earlier than expected, symptoms such as skin changes can lead to self-esteem issues. From sudden dryness to unexpected adult acne, hormonal fluctuations create a plethora of effects that go far beyond hot flashes.
Perimenopause can cause dryness, dehydration, sensitivity, acne breakouts, and uneven skin tone, while menopause tends to increase these symptoms tenfold, ranging from loss of elasticity to thinning skin to increased dryness.
Mintel data reveals 43% of American women aged 45+ are actively seeking skincare products specifically for their menopausal concerns. In fact, the menopause cosmetics market is predicted to reach $22.7 billion by 2028, driven by those aged 50-55 who account for 47% of cosmetics spending. The hormone-responsive skincare market is projected to grow at an annual rate of 15.9% from 2025-2034, with companies like Alloy launching M4 skincare lines backed by $16.3 million in funding.
In July 2025, the American skincare brand announced the upcoming launches of two new products: M4 Lift & Renew Rx Eye Cream and M4 Smooth & Firm Rx Priming Serum— prescription-only, estrogen-based anti-aging formulation specifically created for the eye area, and an estriol, peptides, and hyaluronic acid anti-aging treatment, respectively, that both require a menopause-trained doctor to review medical history before purchasing is made available.
Further research from Mintel suggests that 2026 will be the year in which beauty, health, tech, and personalization intersect. Consumer demand for holistic wellness and scientific credibility is said to drive innovations such as biomarker testing, metabolic tracking, and bio-intelligent tech (think diagnostics, wearables, and multipurpose serums).
The metabolic beauty era will be highly beneficial to menopausal individuals seeking insights into and control over their health and well-being. By 2030, skin and hair will be viewed as accessible biomarkers of internal health, and brands will be expected to compete directly with wellness and healthcare as authorities in preventive care.
Meanwhile, menotech is on the rise. The term refers to technology designed specifically for menopause and perimenopause symptoms. Companies like Apple Watch, WHOOP, and Garmin are increasing awareness due to their evolution into menopause support. From personalized symptom tracking to AI-powered coaching, these wearables now offer insights into the critical markers of menopause, including sleep disturbances, temperature fluctuations, heart rate variability, and more.
The Amira Terra System is a wearable wrist device that utilizes AI to predict hot flashes before they occur, activating a wireless cooling mattress that helps women stay asleep. Unpause by Ru Medical, developed in partnership with King’s College London, is another device that automatically provides targeted cooling for menopausal hot flashes using real-time temperature sensing. Still in its early stages, it's only now being rolled out to UK clinics and pilot programs, highlighting the issue of accessibility.
“Women have been underserved by decades of guesswork and one-size-fits-all solutions,” Caruso said. “If we want to truly close the care gap, we need to pair innovation with evidence. That means collecting real-world data, validating outcomes in clinical settings, and ensuring providers can trust and act on the insights these tools deliver. Technology is powerful, but without clinical validation, it’s just noise.”
According to Pen, however, the real opportunity is in what comes after the data.
Menopause 2.0
Even though the wider market demonstrates immense investment and innovation opportunities, currently only around 7% of femtech start-ups focus on menopause. In 2024, femtech secured $2.2 billion in funding, yet menopause remains an underfunded segment within its ecosystem. Despite its market potential and societal relevance, it still struggles to attract proportional investment and visibility.
There’s still work to be done when it comes to awareness and acceptance—the ongoing visibility problem still leads to brands in the space continuing to “speak to midlife women rather than for them,” Kamenev explained.
"We always start with empathy and authenticity. Our audience doesn’t need more medical jargon. They need context and clarity. So we use storytelling to humanize science, breaking down biology in ways that make women feel seen, not studied.”
Another challenge consumers will continue to face as the industry grows is the market’s saturation of misinformation, misleading “mostly useless” products, and marketing that preys on the vulnerable. Brands that take a data-driven, medical approach will resonate with consumers seeking ways to understand themselves.
NNABI’s approach starts with evidence. Its Peri Essential 5 is a doctor-formulated blend of clinically studied botanicals and adaptogens, developed in partnership with OB/GYNs, integrative doctors, pharmacists, and herbalists. Every ingredient is peer reviewed, included at clinically validated dosages, and third-party tested for purity, potency, and the presence of heavy metals. “We use medical-grade ingredients, and we went a step further by conducting an open-label trial to confirm the product’s real-world effectiveness,” Pen explained.
Caruso stressed that partnerships between brands and providers are also key to the market's growth, along with wider menopause awareness. “By framing menopause in the context of longevity, we shift it from a taboo topic to a critical component of preventive health—one that demands proactive care, research, and clinical attention,” she said. With longevity investment increasing 220% to $8.5 billion from 2023 to 2024, companies can reframe messaging and partner with longevity-leaning brands to tap into its growing market.
In agreement, Pen stated that the menopause space will grow when the emerging tools are paired with integrated and actionable support, coaching, education, supplements, and healthcare. In 2024, the global longevity and mental health femtech market was valued at roughly $1.6 million, with an estimated annual growth of 16% until 2030, demonstrating an increasing opportunity for holistic health solutions.
This narrative shift—from taboo to lifestyle to longevity—will continue to create opportunities across categories, and brands that authentically integrate science with storytelling will dominate the next wave of solutions.
“That’s the real opportunity: using data to make this chapter feel less mysterious, more actionable, and more personalized,” Pen concluded.
