When “greenwashing” entered the mainstream, consumers finally had a name for a long-simmering suspicion; that companies were using environmental messaging to polish their image without real substance. A standout case: BP’s 2000 rebrand to “Beyond Petroleum,” featuring a green sunflower logo and glossy ads touting renewable energy, even as its core business remained overwhelmingly fossil fuel, and critics slammed it as misleading, especially in the wake of the Deepwater Horizon spill.
Similarly, H&M’s “Conscious” collection and sustainability scorecards were later revealed to exaggerate recycled content and environmental impact and drew legal scrutiny under greenwashing claims.
These weren’t just PR blunders, they were wake‑up calls about how marketing can exploit powerful consumer values to drive sales. And now, that old playbook is reemerging in wellness…this time targeting women in midlife.
Menopause Goes Mainstream — for Better or Worse
Over the past few years, menopause has surged into mainstream conversation. The global menopause market was valued at around $17.8 billion in 2024, climbing to an expected $18.7 billion in 2025, and projected to reach approximately $24.4 billion by 2030. Major players (from femtech startups to retail giants like Ulta and Sephora) are expanding into menopause-specific products. Celebrities and influencers like Naomi Watts and Halle Berry are driving awareness and confidence in women who are experiencing the symptoms while they and younger cohorts are demanding better solutions.
This cultural shift is long overdue and much needed. But that growth has also created fertile ground for opportunistic marketing masquerading as meaningful support.
Welcome to Menowashing
Menowashing is when brands use the word menopause on a product to ride the trend without science, substance, or accountability.
Think of it as the hormonal cousin of greenwashing. It shows up everywhere: skincare, haircare, supplements, even deodorant.
Some recent examples from mass market consumer brands as well as more niche startups:
- Secret’s “Menopause Body Odor” Deodorant – Marketed as a clinical-strength solution for hot flash-induced odor, but it’s the same formula as their existing line—just in new packaging. No hormone-specific trials.
- Estroven, Spring Valley and others push unregulated supplements that claim to reduce hot flashes, mood swings, or dryness with no peer-reviewed clinical backing.
- Menowell, formerly Bossa Bars, sells plant-based menopause snack bars endorsed by Oprah Daily and clinicians like Dr. Mary Claire Haver. While nutrient-rich and positioned as lifestyle support, there’s no strong clinical evidence these bars directly ease menopause symptoms like hot flashes. They’re transparent about ingredients and don’t promise medical results—but the menopause-focused branding and premium pricing still make this a softer example of menowashing: wellness marketing that can blur the line between real help and hype.
These aren’t just marketing missteps, they’re signs of a broader shift in how some brands prioritize profit over purpose. Even well-intentioned brands that market menopause products without credible evidence risk misleading consumers, eroding trust, and making it harder for women to find solutions that truly work.
Rising consumer pushback fuels authentic FemTech innovation
That’s why more women are pushing back and demanding better. As women grow savvier, leveraging online communities to spot gimmicks, legitimate players are differentiating through clinical partnerships, expert endorsements, and products that address real needs (e.g., personalized HRT delivery, validated symptom trackers) rather than superficial rebrands.
Why It Matters
Menowashing doesn’t just mislead—it sets women back.
- It erodes trust in science and evidence-based care
- It clutters the landscape with noise, making it harder to find what truly works
- It shifts the burden of discernment onto the consumer
- It fails the people it claims to support
It’s not all bad news. While some brands chase trends, others are setting a higher standard grounded in science, built on trust, and focused on real outcomes.
The Stakes Are High — But So Is the Bar
For every brand taking shortcuts, there are others doing it right. The difference? A commitment to science, transparency, and real impact.
Who’s Getting It Right: The Menodoers
✅ No7 (Boots/Ulta) – Backed by 5 years of research with the University of Manchester, tested on 7,000+ menopausal women, and shared clinical findings on estrogen’s effect on skin.
✅ Joylux (vFit/vSculpt) – FDA-cleared pelvic health devices with Stanford-backed studies showing over 90% improvement in pelvic floor strength and vaginal dryness. Supported by brand ambassador Halle Berry
✅ Gennev – A telehealth platform pairing OB/GYNs with coaching, diagnostics, and customized supplement or prescription plans. 94% of users report symptom relief.
These are not trend-jumpers. These companies don’t just market to midlife women — they invest in understanding them. Backed by clinical trials, regulatory oversight, and transparent education, they prove that commercial success and consumer trust aren’t mutually exclusive.
What Brands Should Do Next
The opportunity is real—but so is the responsibility. Menopause isn’t a marketing moment; it’s a medical, emotional, and physical reality for millions. If you’re building in this space, the path forward is clear:
Where We Come In
At Siege Consulting, we work with companies that are ready to lead—ethically, credibly, and competitively.
We help product teams pressure-test claims before launch. We dig into the clinical, not just the creative. And we partner with leadership to make sure what you’re building truly meets the market’s needs.
It starts by asking the right questions and listening to the menopause customer: What do they need most?
If you’re chasing the menopause boom, don’t just market what people want to hear. Build what they actually need.
And if you’re serious about getting it right, we’ll help you build a strategy that does.
