$600bn
projected global menopause category value by 2030
Source: BeautyMatter, 'Menopause 2.0' (2026)
Specialist area
Menopause: a huge opportunity that's hard to get right.
Women are confused and overwhelmed, and often don't know who to trust. The regulatory landscape limits what brands can say — and every overpromise makes her more cynical.
87%
of menopausal women feel let down by the brands and retailers they trust
Source: Worldpanel by Numerator / GenM
Why it matters
Opportunity needs credibility.
I help brands and retailers engage credibly by starting with women's lived experience, finding the right opportunity and making sure the evidence supports the story.
The result is sharper strategy and communication that respects both the consumer and the complexity of the category — without menowashing.
How I can help
A sharper route from insight to action.
Understand her world
Research and interpretation grounded in lived experience, not category assumptions.
Find the credible opportunity
Stress-test where your brand can add genuine value and where it should not overreach.
Build team confidence
Practical talks and workshops that create shared language and better decisions.
“Every time a brand overpromises and underdelivers, women get more cynical.”
“Ignore it, chase it carelessly, or engage authentically.”Discuss menopause strategy