Key Takeaways:
In 2025, menopause became a defined market, driven by cultural visibility, regulatory advancements, and celebrity support from Halle Berry, Naomi Watts, and Gabrielle Union. The U.S. Food and Drug Administration's removal of the “black box” warning from most menopause hormone therapies is signaling a pivotal shift. Now, attention is turning to perimenopause as a women’s health growth opportunity for 2026.
Sitting at the intersection of beauty, wellness, and healthcare, perimenopause represents a longer, more complex consumer journey than menopause itself—one characterized by “fluctuating needs across skin, hair, sleep, mood, and intimacy,” Dr. Jennifer Choe, OB/GYN at Montefiore Einstein Advanced Care, told BeautyMatter. Perimenopause can begin in the early 30s and is universally experienced in the 40s, “making perimenopause a distinct biological phase with its own set of needs, separate from menopause itself,” Dr. Choe said.
Routinely underserved, consumers in this category are now attracting increased attention. Searches for perimenopause-related topics are up 50% year over year, according to Spate, and the women’s health perimenopause segment is projected to grow at a 5.1% CAGR through 2030. Early demand signals point to wellness brands currently shaping category perception: Estroven leads branded Google search demand, while TikTok conversation is dominated by supplement- and lifestyle-driven players such as Kind Patches, Wholesome Hippy, and Micro Ingredients.
Unlike menopause, where product offerings, messaging, and medical protocols are becoming more standardized, perimenopause remains fragmented, creating white space for brands to define solutions. From expanded assortments of wellness products at beauty retailers to intimate care innovation and data-driven virtual health platforms, perimenopause is becoming a stand-alone pillar of women’s wellness. For brands, the opportunity isn’t just incremental product launches, it’s the opportunity to capture a multiyear customer.
Retailers and Perimenopause: a Strategy, Not a Shelf
Women are buying, and retailers are taking notice. From Dermstore to Ulta Beauty to mass-market giants, perimenopause is rapidly moving from niche to normalized. The global perimenopause supplement market reached $9 billion in 2024 and is projected to climb to $12 billion by 2030, driven by growing demand for solutions targeting hormonal shifts, sleep, stress, sexual wellness, and functional health. How retailers are responding, however, varies significantly, revealing different strategies for capturing this emerging customer.
For Dermstore, the perimenopause category is still too niche to stand on its own. Instead, products addressing perimenopausal concerns are being woven into existing wellness and beauty frameworks rather than merchandised as a distinct vertical.
Dermstore organizes its product assortment around pillars like Sleep & Recovery, Intimate Care, Hygiene, Functional Health, and Inner/Outer Beauty. While the retailer sees perimenopause as an important and growing area, it is choosing to integrate related products into these broader categories rather than carving out a stand-alone section. As Chelsea Strauser, Vice President of Buying at Dermstore, explained, concerns such as hair thinning may be driven by perimenopause, but they are currently merchandised within existing categories—such as positioning the hair supplement brand Wellbel within their overall hair portfolio—rather than explicitly labeled as perimenopause solutions.
Ulta Beauty, by contrast, is taking a stage-agnostic but needs-driven approach.
“We don’t believe perimenopause defines a woman, but we absolutely recognize that it shapes her needs,” said Laura Beres, Vice President of Wellness at Ulta Beauty. Customers vary in approach; some want clinical, research-backed solutions while others gravitate toward ritual, mindfulness, or plant-forward offerings. Ulta Beauty carries both, with brands like Joylux, Revive Collagen, HUM Nutrition, and Apothékary. Every product is vetted for ingredient integrity, clinical testing, and transparent claims.
Mass-market retailers are also leaning into perimenopause. Walmart carries Amberen, Estroven, OLLY, and Womaness, while Target sells OLLY, O Positiv, Estroven, Amberen, AZO, Bonafide, and New Chapter. Perimenopause supplements are reaching mainstream consumers, delivering both visibility and scale.
The takeaway is clear: women can expect greater support from all levels of retailers. Consumers are subscribing, cross-shopping, and expanding into wellness tied to perimenopause, and retailers are responding by leveraging data, curating thoughtfully, and building repeatable experiences.
“The goal is to create a seamless, trusted destination where guests can explore, learn, and build a routine that works holistically,” said Beres. Ulta Beauty shoppers can expect more collaborations with clinicians and researchers at the forefront of midlife health.
“We’re committed to bringing those breakthroughs to our guests in accessible, meaningful ways,” she added. Retailers that combine insight-driven curation with credible, science-backed solutions are positioned to lead this rapidly growing category.
How Brands Are Building Perimenopause Into Core Care
As perimenopause becomes recognized as a distinct phase of care, brands are moving beyond single-symptom products toward life stage–specific systems. Rather than folding midlife needs into menopause or generic wellness, leading brands are explicitly naming perimenopause and building products, bundles, and messaging around its overlapping, evolving symptoms.
One emerging strategy is portfolio-building over hero SKUs. Stripes Beauty’s Perimenopause Survival Kit and Perelel’s Perimenopause Support Pack exemplify this approach, packaging multiple solutions into a single, guided entry point. The kit format reflects a broader recognition that perimenopause is not linear and that consumers are looking for structure, education, and cohesion rather than one-off fixes. This bundling strategy also increases basket size while positioning the brand as a long-term partner across symptoms that evolve over years, not months.
Other brands are anchoring perimenopause through category reframing. Playground, for example, treats intimate health not as a reactive or taboo category, but as ongoing preventative care—mirroring how skincare has evolved over the past decade. By prioritizing comfort, tissue health, and microbiome support, the brand aligns intimate care with wellness and longevity, expanding both frequency of use and consumer relevance during midlife.
Hair loss and texture changes, long acknowledged but rarely addressed directly, are also being pulled into the perimenopause conversation. Commence, co-founded by Brooke Shields, explicitly contextualizes hair thinning and fragility from midlife hormonal shifts, signaling a move toward naming the biological driver rather than masking the concern. This reframing allows brands to speak directly to perimenopausal consumers without relegating products to age-coded or “anti-aging” language.
Across categories, several patterns are emerging: explicit life-stage naming, ritualization through routines and kits, cross-category expansion, and credibility signaling through clinical alignment. Together, these strategies signal that perimenopause is being actively constructed as its own category, defined less by isolated products and more by systems of care designed to meet women where they are over time. In doing so, brands are shaping how perimenopause is understood, shopped, and supported across beauty and wellness.
Digital-First Solutions Drive Perimenopause Engagement
As women increasingly seek stage-specific guidance, digital-first platforms like Respin Health and Millie Beauty are creating the next layer of support—meeting women online with personalized, data-driven solutions that complement in-store and clinical approaches. Unlike earlier telehealth models that treated perimenopause as an add-on, newer platforms are designing perimenopause-specific entry points, signaling a shift from generalized women’s health to targeted, life-stage care.
Millie exemplifies this evolution by allowing patients to book perimenopause-specific appointments with female medical specialists, removing friction at the point of access and acknowledging the distinct clinical and personal needs of this phase. The model reflects growing demand for providers who understand perimenopause as its own medical reality, rather than a precursor to menopause or a catchall diagnosis.
Virtual care platforms are also reshaping how support is delivered between appointments. Respin Health centers its approach on symptom-led care, prioritizing immediate relief before long-term optimization. As Respin co-founder and CEO Ally Tam Tumasova explained, “They need to put out the fire before they can think about long-term optimization.”
The framework reflects a broader digital-health insight: women often experience perimenopause as an urgent disruption, requiring practical, responsive support before long-term lifestyle strategies and care can take hold.
Beyond virtual visits, wearables are extending perimenopause support into women’s daily lives, providing continuous insight and context between appointments. Wearable tech brands like Oura Ring are beginning to recognize perimenopause as a trackable life stage, using a combination of biosensors, AI, and user-reported data to monitor symptoms such as hot flashes, sleep disruption, mood changes, and cognitive shifts.
In August 2025, Oura Ring launched its Perimenopause Check-In feature, designed to help users log symptoms including hot flashes, mood changes, and brain fog through a validated survey. The tool generates shareable reports intended for clinical conversations and connects users to telehealth partners such as Evernow, Maven Clinic, and Midi Health. By linking biometric data with self-reported symptoms and clinical pathways, Oura is positioning wearables as a bridge between everyday tracking and personalized perimenopause care—moving beyond passive data collection toward actionable health support.
Together, these digital tools indicate what perimenopause care is becoming: integrated, personalized, and continuous. As platforms converge around symptom tracking, clinician access, and data-driven insight, digital infrastructure is becoming foundational, shaping how women navigate perimenopause across products, providers, and daily life.
Perimenopausal women were once ignored. Today, it has claimed visibility. Women have used their buying power to spark a long-overdue dialogue that demands holistic care: solutions that address both internal and external perimenopause needs. Brands, retailers, healthcare platforms, and digital tools are responding with personalized, data-driven, and actionable support, from tailored products to virtual appointments to symptom-tracking wearables. Together, these shifts signal a new reality: perimenopause is finally in focus, and effective treatments and solutions are finally here.
