Menopause is often viewed as a time of physical and emotional change, but the aesthetic symptoms that come with it are just as real and can have a profound impact on self-esteem and confidence.
Changes in Skin and Hair
According to Dr. Shirin Lakhani, a UK-based menopause and women’s health expert, declining estrogen levels can lead to dry, thinning skin, increased fine lines and wrinkles, and a loss of that youthful plumpness and glow. “Women may notice their skin becoming more sensitive or that their usual skin care products no longer seem to work the way they used to,” Dr. Lakhani explained. “There’s also a reduction in collagen production, which can cause sagging, particularly around the jawline and cheeks.”
Other Aesthetic Symptoms
In addition to skin changes, menopause can also cause hair to become dry, brittle, and may even start to thin or shed more noticeably. Nails can become more fragile, and many women experience changes in body composition—an increase in fat around the abdomen and a loss of muscle tone. “And of course, intimate areas are affected too,” Dr. Lakhani continued. “Vaginal dryness, a loss of elasticity and skin sensitivity can make women feel uncomfortable and self-conscious, which impacts everything from daily comfort to relationships.”
Seeking Solutions
While there are many products available to address menopause symptoms, Dr. Banwell noted that women still do not have a huge choice of options to address their menopause symptoms, which means that most women branch out from what their doctor can provide and look to alternative brands and ingredients that may help. “Dr. Paul Banwell said that women still do not have a huge choice of options to address their menopause symptoms, which means that most women branch out from what their doctor can provide and look to alternative brands and ingredients that may help.”
The Growing Demand for Menopause Products
Heather Jackson, CEO and co-founder of GenM, an organization that partners with brands selling menopause products and advocates to get the best for menopausal women, noted that there are more than 15.5 million women in the UK alone, and one billion globally, who are currently in menopause. “The next generation of women is actively seeking solutions to improve their experience of menopause— they’re demanding visibility, trust and choice,” Jackson said. “Yet while menopause is being talked about now more than ever, GenM’s research still consistently shows that menopausal consumers continue to feel overlooked, underserved, and invisible, to both brands and society.”
The Market for Menopause Products
A study published by the National Institutes of Health declared that 1.2 billion women are expected to be in perimenopause and menopause by 2030. While a report from Women’s Health Access Matters and KPMG showed that the market for menopause drugs, holistic treatments and apps and wearables was worth nearly $18 billion in 2024 and is forecast to reach $27 billion by 2030.
What Menopausal Women Are Buying
A survey undertaken in February 2025 in the UK found that approximately 76% of women are buying vitamins and minerals to help manage menopause symptoms. The OnePoll survey was conducted on behalf of the buy now pay later service Clearpay and surveyed 2,000 UK women who have experienced perimenopause or menopause symptoms. The research found that UK menopausal women spent an average £147 each year on supplements, £120 on vitamins and minerals, and £105 on hormone support.
Key Products
The most expensive products they bought were skin care treatments for an average of £244 a year and skin care products at £179. Meanwhile, a comparison of the figures from 2023 and 2024 revealed a 156% increase in sales of omega-3 fish oil, a 150% rise in calcium products, 92% higher sales of primrose oil, and a 20% rise in red clover sales among these consumers.
Supporting Menopause Symptoms
Jackson agreed that menopause support supplements are driving growth within the UK dietary supplements market, alongside probiotics. “In fact, the menopause category is now the highest revenue-generating segment overall, and it continues to experience substantial growth,” she said. “This growth reflects a broader shift, as brands increasingly respond to women’s demands for more personal care support during menopause.”
The Need for Better Signposting
Jackson said that there is no doubt that having more personal care options is a step in the right direction but that menopause support is still an underserved sector. “It’s important to recognize that beauty-from-within isn’t about ‘curing’ menopause—it’s about helping women feel better and more supported through it,” she explained. “Women don’t want to be overwhelmed with products, they want to be signposted to those that are trusted and can genuinely improve their everyday experience of menopause. What really matters is credibility and trust to cut through the noise and create clarity.”
The Role of Menopause Care in Beauty
Supplements retailer Vitawell has put an emphasis on menopause care as part of its new strategy, as the company has seen huge growth in this sector in recent years. According to John Sutcliffe, who is group MD of Vitawell’s parent company Principle Healthcare, the key challenges are “elevating awareness, breaking down the stigma and improving visibility of menopause-friendly products in store and online.”
Regulation and Proof of Efficacy
While there is a plethora of ingredients and products designed to help women going through menopause, there is still a lack of scientific evidence proving which ones are genuinely efficacious. The NICE Guideline on Menopause is still reserved about the use of supplements to manage symptoms and says that doctors should explain to women that “the quality, purity and constituents are unknown.”
The Importance of Research and Transparency
Dr. Banwell said that despite the optimism surrounding beauty-from-within and personal-care-from-within products, there is still a need for more rigorous standards to ensure product safety and effectiveness. “All three panelists agreed that despite the optimism surrounding beauty-from-within and personal-care-from-within products, there is still a need for more rigorous standards to ensure product safety and effectiveness,” she explained.
Beauty-from-Within for Menopause Symptoms
One way that beauty-from-within brands can create efficacious and trusted products that showcase the science in the menopause care sector is to work with time-tested, research-backed ingredients. Lyma, a brand that has innovated in this area using the carotenoid lycopene, said that lycopene can play a crucial part in skin health and has been proven in medical papers to possess a number of exceptional properties.
Menopause Care and Longevity Science
Menopause care also has a lot of crossover with longevity science, which has reshaped the anti-aging skin care sector. “We’re seeing this in things like NAD+ supplements that manage cellular energy production and repair, which is an essential element of skin preservation and healthy aging,” said Sutcliffe.
The Future of Menopause Care
The future of menopause care looks bright, with a growing focus on incorporating beauty products into an improved approach to overall health and wellness. “The roots of this movement from anti-aging to ‘prejuvenation’ are probably to be found in healthcare, with people gradually moving from a curative approach to disease to a preventive one,” said Laurie Canel, product marketing leader for personal care actives at Gattefosse.
A New Era of Menopause Care
For Jackson, visibility and education play a huge role in helping menopausal women find products they can trust. “We want to see and hear real, authentic women in advertising, and feel supported with accurate information and advice,” she said. “Heather Jackson, CEO and co-founder of GenM, an organization that partners with brands selling menopause products and advocates to get the best for menopausal women, noted that there are more than 15.5 million women in the UK alone, and one billion globally, who are currently in menopause.”
The Need for Regulation and Trust
Jackson said that retailers and brands currently now have a real opportunity—and responsibility—to support women in making informed, confident choices. “At GenM, we stand firmly against ‘menowashing’ and stand for substance over spin. Because menopause is not a trend, it’s a universal life stage that every woman will go through that can last up to 15 years. The menopause category deserves to be treated with respect, care and long-term commitment. It’s a forever market and it’s time it was truly understood and properly supported.”
Key Statistics
- 1.2 billion women are expected to be in perimenopause and menopause by 2030 (National Institutes of Health)
- Approximately 76% of women in the UK are buying vitamins and minerals to help manage menopause symptoms (OnePoll survey)
- UK menopausal women spend an average of £147 per year on supplements, £120 on vitamins and minerals, and £105 on hormone support (OnePoll survey)
- Menopause support supplements are driving growth within the UK dietary supplements market, alongside probiotics (Heather Jackson)
- There are more than 15.5 million women in the UK alone, and one billion globally, who are currently in menopause (Heather Jackson)
Expert Quotes
Dr. Shirin Lakhani, menopause and women’s health expert: “Women may notice their skin becoming more sensitive or that their usual skin care products no longer seem to work the way they used to. There’s also a reduction in collagen production, which can cause sagging, particularly around the jawline and cheeks.”
Dr. Paul Banwell, doctor and plastic and cosmetic surgeon: “Women still do not have a huge choice of options to address their menopause symptoms, which means that most women branch out from what their doctor can provide and look to alternative brands and ingredients that may help.”
Heather Jackson, CEO and co-founder of GenM: “The next generation of women is actively seeking solutions to improve their experience of menopause— they’re demanding visibility, trust and choice.
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