Cha-Cha Change: A Rebrand for Menopause and her Little Sister Peri

Wellness has been white-washed for years – vibrant smoothies, chic studio-to-street workout clothes, and Instagram-worthy matcha lattes. The uninvited elephant in the room for women has been navigating the topic of menopause…until now. The taboo is evaporating, and celebrities and brands are taking notice. According to a recent trend report from the Global Wellness Summit, the business of menopause is projected to be a $600 billion market by 2025.

Leading Ladies

Female celebrities are lending a voice to the topic and working hard to educate women on the stages of perimenopause and menopause. This October was the launch of Swell’s The New Pause – an inaugural menopause symposium co-hosted by actor, entrepreneur, and activist Naomi Watts and her new company, Stripes. The symposium aims to create a movement that ends the stigma and normalizes conversations about this very natural and under-discussed topic.

Watts isn’t the only starlet lending her sparkle to the topic. Hollywood actress and Goop founder Gwyneth Paltrow has certainly not shied away. She has tackled the issue in a series of short Q&A articles on her site, like this one and her fan-favorite podcast. Watts and Paltrow sit beside stars Angelina Jolie, Michelle Obama, Serena Williams, and Salma Hayek, who have all been open about their experiences with menopausal symptoms. These leading ladies are setting a star-studded stage for women everywhere to start discussions and seek solutions for their symptoms.

Brand Backing

With 1.3 million in the US entering menopause each year, brands are capitalizing on the opportunity to serve them and capture their spending power. These aren’t your grandma’s brands either – they’re chic, lifestyle brands that deserve a front-row spot on your bathroom vanity – no shame, all sparkle. Naomi Watts is the Founder and Chief Creative Officer of Stripes– a collection of science-backed, menopause wellness personal care products. On the brand’s site, Watts says, “I created Stripes because we deserve support, solutions, and the space to figure it all out. Because while menopause may be part of midlife, midlife is a lot more than just menopause.”

Some other brands making waves include Womaness, State of Menopause, Better Not Younger, and Kindra.

The Timeline

There’s been much misinformation around the timeline of menopause, which is defined as 12 consecutive months without a period. The average age a woman reaches menopause is 51. Until recently, the stage leading up to menopause, called perimenopause, had been ignored, and women were dismissed for symptoms.

Perimenopause typically begins around 45-50, but many women will start noticing symptoms in their late 30’s or early 40’s. Your estrogen levels rise and fall unevenly during perimenopause, and you may notice your cycles lengthen or shorten. You may also experience menopause-like symptoms, such as hot flashes, sleep problems, facial hair growth, mood changes, and vaginal dryness.

Ride the Rebrand

While there’s still a way to go – we’re thrilled to say that these taboo topics are hitting the mainstream and backed by star power and brand innovation. There’s more information and inspiration around perimenopause and menopause than ever, so educate yourself and spark a discussion with girlfriends. Community, connection, and knowledge sharing can offer powerful support for navigating “the change.”

About the Author

Brooks Betts
Brooks Betts is a Connecticut-based lifestyle writer and mom to three children. Brooks spent 10 plus years creating content at leading magazine brands, including Real Simple, Food & Wine, and Travel and Leisure, as well as for women’s lifestyle brands Jane Iredale, PAIGE Denim, and Moroccanoil. Brooks writes for companies and personalities across various topics, including wellness, spirituality, beauty, and skincare. Brooks is also a certified Reiki practitioner, breathwork and meditation guide, and energy work enthusiast. When she’s not working, you can likely find Brooks enjoying the beach, meditating, playing tennis, or daydreaming at her favorite coffee shop.

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