Older women whose needs post-menopause the beauty industry isn’t serving well have a new wellness line to tap
- A variety of brands on the market address issues menopausal women face, such as hot flushes, dramatic skin changes, low libido, achy joints and more
- Menopause wellness line Womaness, founded by two women, aims to be more comprehensive, offering a collection of affordable vegan products free of parabens
Women of a certain age are now trending in the beauty industry, where youthfulness has traditionally been celebrated. In the past three years, a steady stream of brands has hit the market to address the issues menopausal women face: hot flushes, dramatic skin changes, low libido, achy joints and more.
Most focus on skincare and offer creams, serums and masks because dryness is a major problem. Brands such as Emepelle, SeeMe Beauty, Caire and LaMaria are largely offered directly to consumers with prestige price points and have a limited selection.
Industry leaders Procter & Gamble and Avon have also begun trying to reach these consumers as well with their respective Kindra and Adapt lines.
“It’s not a ‘keep it in the closet’ kind of conversation any longer,” says Dr Orit Markowitz, a dermatologist and founder of OptiSkin, a clinic in New York.
A new menopause wellness line, Womaness, aims to be more comprehensive. It officially debuted on March 1 and is also available at mass retailer Target in the United States. The thoughtfully designed packaging was meant to appeal to a sexy, vibrant woman at the height of her career.