Why More Menopause Products Don’t Always Mean Better Menopause Support
On October 18th, World Menopause Day provides an opportunity to raise awareness of menopause and the issues that affect women during this stage of life. I wanted to use this opportunity to talk about an important issue that seems to be becoming increasingly common, yet one that many women may not be aware of: Menowashing.
Over the past few years, menopause has become less of a natural life stage and more of a commercial opportunity. Everywhere you look, there seems to be someone selling a product, supplement, programme or quick fix that promises to ease your symptoms or even “solve” your menopause. On the surface, this can appear empowering. After all, having access to information, support and potential solutions sounds positive.
The problem is that not all these products or claims are backed by good evidence. Women can find themselves being steered towards expensive purchases that offer little real benefit, while overlooking the lifestyle habits and evidence-based approaches that are far more likely to support their health and wellbeing. Rather than feeling empowered, many women are left feeling confused, disappointed and searching for the next promised solution.
There is also the financial and emotional cost to consider. Constantly trying to keep up with the latest trend, fad or miracle cure can be exhausting, particularly at a time when many women are already navigating significant physical and emotional changes. Instead of providing genuine menopause nutrition support, these messages can create false hope and place an additional burden on those who may be feeling vulnerable and looking for answers.
In this article, we’ll explore the concept of Menowashing: what it is, how it affects women, and where you may be better off focusing your time, energy and money when it comes to supporting yourself through menopause.
What is Menowashing?
You have likely heard of terms like Greenwashing – misleading environmental claims, or pink tax – higher prices for products marketed at women, well Menowashing is a bit like this, a marketing practice where brands repackage generic products as menopause specific in order to capitalise on the growing menopause market.
This rebrand doesn’t just come with a pretty new box, there is often a price hike, but with no scientific backing that this product is going to be beneficial to those in menopause.
Menowashing has increased because we are talking more about menopause, which is a good thing, three quarters of women experience symptoms of menopause and so this should no longer be a taboo subject that means women are suffering in silence. However, as ever, when a conversation becomes popular, there will always be someone ready to use that to their advantage and so the birth of Menowashing. Brands heavily marketing products and adding the word “Meno” to make the most of this boom in the market.
The menopause market is estimated to be worth around $19 billion and is forecast to reach nearly $30 billion by 2030, so the commercial opportunity is huge. There are, of course, genuine products and services that have been carefully researched and can play an important role in supporting women through menopause. The challenge is knowing how to tell the difference. The more we are encouraged to see ourselves as a problem to be solved, rather than women navigating a normal life transition, the easier it becomes for marketing messages to drown out genuine conversations about what women actually need. In that sense, Menowashing risks undermining some of the progress that has been made in raising awareness and improving menopause support.
Examples of menowashing
Menowashing can take many forms. Sometimes it involves products that have little or no evidence behind them. In other cases, it is less about the product itself and more about the way it is marketed, with menopause being used as a sales opportunity rather than a genuine attempt to improve women’s health.
Some common examples include:
- Menopause supplements promising to “balance hormones” or “cure” symptoms despite limited evidence behind many of the claims. The supplement market is a huge industry and, while some supplements may have a role for certain women, many products promise far more than the evidence can realistically support.
- Hormone, cortisol and gut health tests marketed directly to consumers as essential tools for understanding menopause symptoms. While testing can have a place in specific circumstances (when conducted by a healthcare professional), many direct-to-consumer tests have limited clinical value in the context in which they are marketed. Results can be difficult to interpret without professional guidance and may not provide information that is meaningful for understanding menopause symptoms. In some cases, they can leave women feeling anxious or lead them towards additional products and services that are not necessary.
- Menopause-specific skincare products, creams and beauty treatments that imply they can reverse or overcome the effects of hormonal changes. Whilst some products may help manage symptoms such as dryness or sensitivity, marketing claims can sometimes go beyond what the product is realistically able to achieve.
- Cooling sprays, mists and wellness products marketed as essential menopause solutions rather than products that simply help provide comfort. A cooling spray may well help you feel cooler during a hot flush, but it is worth asking whether a menopause-labelled version is offering something meaningfully different from a standard alternative, and whether any added ingredients are supported by evidence that justify the higher price point.
- Menopause-branded foods, chocolates, drinks and snack products claiming to support hormones, mood or menopause symptoms through a single product. Yes, even chocolate has been given the menopause treatment. Whilst there is absolutely room for chocolate as part of a balanced diet, a chocolate bar is unlikely to be the answer to low mood, anxiety or other menopause symptoms. These deserve proper support rather than expensive empty promises.
- Social media influencers promoting products, protocols or personal experiences as universal solutions. Personal stories can be helpful and reassuring, but what works for one woman may not work for another. Personal experience should not be confused with scientific evidence.
Not all menopause-related products are problematic, and menopause-specific products are not automatically examples of Menowashing. Some may genuinely be helpful, and some may be supported by reasonable evidence. The key question is not whether a product has the word menopause on the label, but whether the claims being made are proportionate to the evidence available.
The Three Harms of Menowashing?
- It distracts women from evidence-based support
When women are told to focus on powders, supplements, hormone tests, apps and miracle solutions, it can take attention away from the actions that are most likely to improve health and wellbeing during menopause.
Perhaps the greatest risk of Menowashing is not that women spend money on products that don’t work, but that it distracts attention from the lifestyle behaviours and evidence-based treatments that are known to make a meaningful difference.
These include:
- Regular physical activity, including strength training
- Prioritising sleep
- A food-first approach to nutrition
- Stress management
- Stopping smoking
- Reducing alcohol intake
- HRT, where appropriate
While some supplements may have a place for certain women, they are exactly that: supplements. They are designed to supplement an already solid foundation, not replace one.
Unfortunately, years of diet culture messaging have left many women believing they can compensate for inadequate nutrition with a handful of pills or powders. Yet no supplement can provide all the benefits of a varied and balanced diet, regular movement, restorative sleep and appropriate medical support.
When the basics are overlooked in favour of the latest trend, women risk investing significant time, energy and money into solutions that may offer little benefit while neglecting the things that matter most.
There is also a financial cost to consider. Supplements, specialist tests and menopause-focused products can quickly add up, often costing hundreds or even thousands of pounds over time. For some women this may simply be frustrating, but for others it can create the impression that effective menopause support is only available to those who can afford to buy it. Menopause support should not be reduced to a shopping list.
- It fuels anxiety and unrealistic expectations
Not every midlife challenge is caused by menopause.
However, menopause marketing can encourage women to view every symptom through a menopause lens. Tiredness, weight gain, poor sleep, brain fog and low mood are often presented as inevitable, consequences of hormonal change.
While changing hormones may certainly play a role, these experiences can also be influenced by stress, caring responsibilities, work pressures, poor sleep habits, underlying health conditions and many other factors.
This can create a difficult situation. On one hand, women may become hyper-aware of every change in their body, leading to unnecessary worry and anxiety. On the other, genuine symptoms may be dismissed as “just menopause” when a broader assessment of health and wellbeing may be needed.
Menowashing often thrives on fear. Women are told that menopause will damage their careers, ruin their relationships, accelerate ageing or leave them struggling with their physical and mental health. While awareness is important, awareness can quickly become alarmism when every challenge is framed as a looming crisis.
Alongside this comes the promise of simple solutions. Many products imply that symptoms can be eliminated entirely if you buy the right supplement, follow the right plan or invest in the latest treatment.
The reality is usually much less dramatic. Some symptoms improve quickly, others take time, and no intervention works for everyone. Health is rarely that simple.
Marketing that plays on women’s fears can leave them particularly vulnerable to purchasing products that promise reassurance, control or symptom relief. The more worried we become, the more likely we are to seek solutions, even when the evidence behind them is weak. When those promised results fail to materialise, women can be left feeling disappointed, discouraged or even as though they have somehow failed.
The problem, however, often lies not with the woman, but with the unrealistic promises that were made in the first place.
Menopause is an important life transition, but it is only one part of a woman’s life. We are also parents, partners, friends, professionals, carers and individuals with unique values, goals and experiences. Menowashing risks reducing women to a collection of symptoms in need of fixing, rather than recognising them as whole people.
- It creates confusion and erodes trust
Closely linked to Menowashing is the concept of menocynism.
With social media flooded with menopause content, women are exposed to a constant stream of advice, opinions, products and personal experiences. Some of this information comes from qualified healthcare professionals, but much of it comes from influencers, celebrities and businesses with little or no expertise in menopause, nutrition or health.
Eye-catching headlines and bold claims attract attention, but they do not always reflect the quality of the evidence behind them. Over time, being exposed to so many conflicting messages can leave women feeling confused, frustrated and unsure who to believe.
Ironically, while the growing conversation around menopause has undoubtedly increased awareness, it has also made it harder to distinguish trustworthy information from marketing. This can lead to menocynism: a growing scepticism towards menopause advice, products and even healthcare professionals themselves.
We have seen this happen before. For many years, concerns about the risks of HRT were amplified following early research linking it to breast cancer and cardiovascular disease. The resulting fear and uncertainty continue to influence women’s perceptions today, despite the evidence having been revisited and HRT now being recognised as a safe and effective option for many women.
Today, in some corners of social media, we are seeing the opposite problem. Influencers and self-proclaimed menopause experts may present HRT as completely risk-free or promote approaches that fall outside established guidance. Yet HRT remains a medical treatment. Like all treatments, it offers potential benefits and potential risks, and it will not be the right option for everyone.
This highlights the challenge women face. Too often they are caught between fear-based messaging on one side and over-simplified promises on the other. Nuance is lost, conversations become polarised and trust begins to erode.
The consequences extend beyond individual products. When women start to question whether companies are acting in their best interests, they may also begin to question healthcare professionals, researchers and other trusted sources of information. The danger is that women are left wondering, “If everyone is trying to sell me something, who can I trust?”
At a time when clear, evidence-based information is needed most, trust can become another casualty of Menowashing.
How to Spot Menowashing
Not every menopause product is an example of Menowashing. Some products and services can be genuinely helpful, and some are supported by good evidence. The challenge is knowing how to tell the difference.
You don’t need a science degree or the ability to interpret research papers to become a more informed consumer. Simply asking a few key questions can help.
1. Is the claim too good to be true?
Be cautious of products that claim to:
- Balance your hormones
- Cure menopause symptoms
- The secret to your ‘insert menopause symptom here’
- Reverse ageing
- Eliminate hot flushes
- Fix brain fog
- Solve multiple symptoms at once
Menopause is a complex life stage and no single product is likely to be the answer to every symptom. Evidence-based support tends to come with realistic expectations rather than dramatic promises.
2. Is there evidence, or just testimonials?
Before purchasing a product, ask:
“What evidence supports this claim?”
Many companies rely heavily on:
- Customer reviews
- Before-and-after stories
- Influencer endorsements
- Celebrity recommendations
While personal experiences can be valuable, they are not the same as scientific evidence.
A product should ideally be able to point to high-quality research rather than simply relying on stories from satisfied customers.
3. Is someone trying to sell me a problem before selling me a solution?
One common marketing tactic is to make women believe they have a problem they didn’t know existed.
For example:
- Are normal experiences being pathologised?
- Am I being told I need a test before there’s any indication I actually do?
- Am I suddenly being encouraged to worry about symptoms I wasn’t previously concerned about?
Good support helps you understand your options. Marketing often creates urgency.
4. Does the product require me to buy lots of other products?
Be wary when a supplement, test or programme is only the beginning of a longer and more expensive journey.
Questions to ask yourself:
- Will I need repeat testing?
- Am I being encouraged to buy multiple supplements?
- Does every result seem to lead to another recommendation?
Sometimes the business model is more impressive than the evidence.
5. Is the advice consistent with trusted health organisations?
A useful sense check is whether the claims broadly align with guidance from organisations such as:
- The NHS
- NICE
- The British Menopause Society
If a product claims to have discovered something that nobody else is talking about, it is worth taking a step back and asking why.
6. Does it focus on one magic solution or the bigger picture?
Genuine menopause support typically considers the whole person.
This may include:
- Sleep
- Nutrition
- Physical activity
- Stress management
- Relationships
- Mental wellbeing
- Medical support where appropriate
Be cautious of anything that presents itself as the one thing you need to finally “fix” your menopause.
7. Follow the money
This doesn’t mean someone is wrong simply because they sell a product. We all need to earn a living.
However, it is worth asking:
“Would this person still be giving the same advice if they weren’t selling me something?”
Transparency matters.
Final Thoughts
As World Menopause Day encourages us to have more conversations about menopause, it is equally important that we think critically about the messages we are exposed to.
The purpose of this article is not to suggest that all menopause products are ineffective or that nobody should ever buy them. Some products may be helpful, some women may find value in them, and there are supplements and treatments that have evidence to support their use in specific circumstances.
However, it is worth remembering that most products marketed towards menopause are not essential. Some may be nice to have, but many are unlikely to make a meaningful difference to symptoms, health outcomes or quality of life.
What Actually Helps During Menopause?
In my menopause nutrition work with women, the changes that tend to have the greatest impact are often the least glamorous. They are not quick fixes, miracle cures or the latest trend on social media. They are the foundations of good health:
- Eating regular, balanced meals and understanding what really matters in nutrition as we move through menopause (the basics- nothing fancy!)
- Keeping well hydrated
- Prioritising sleep
- Managing stress
- Moving your body regularly
- Avoiding unnecessary restriction and dieting
- Building a healthier relationship with food
- Developing greater self-compassion and understanding
These habits are not always easy, and they rarely provide overnight results and often require support to get in place. Yet, time and time again, they are the things that help women feel more resilient, more in control and better supported through midlife and beyond.
Meno-washing encourages us to look for answers outside ourselves. It suggests that the solution is something to buy, test or add in. In reality, lasting change often comes from strengthening the foundations that are already within our control. Where additional support is needed, whether that is HRT, medication, psychological support or targeted supplementation, it should ideally be built on top of those foundations rather than used in place of them.
It is also important to remember that “natural” does not automatically mean harmless. Supplements, like medications, can have side effects, interact with other treatments and may not be suitable for everyone. More is not always better, and expensive is not always effective.
So before investing in the latest menopause product, course, test or supplement, it may be worth pausing and asking yourself a few questions:
- Have I got the foundations in place?
- Am I trying to solve a problem that actually needs solving?
- What evidence supports this claim?
- Am I being offered genuine support or simply a product to buy?
- Is this likely to make a meaningful difference, or am I responding to understandable fears and promises of a quick fix?
Menopause can be a challenging time, and it is entirely understandable to want relief from symptoms and answers to your questions. That vulnerability is precisely why clear, compassionate and evidence-based guidance matters so much.
The goal is not to navigate menopause perfectly. It is to focus your time, energy and money on the things that genuinely support your health and wellbeing, rather than being pulled from one promise, fad or fix to the next.
Women deserve more than expensive promises. They deserve honest information, realistic expectations and support that helps them build confidence in themselves, not dependence on the next product being sold to them.
If you’re feeling overwhelmed by conflicting menopause nutrition advice and aren’t sure what is worth your time, money or energy, working with a Registered Nutritionist can help you focus on evidence-based strategies that support your health without the overwhelm. If you are looking for meaningful support that gives you lasting change, you can learn more about my approach to nutrition here.
Disclaimer
The information in this blog is for general guidance only and not a substitute for personalised medical advice. Always discuss health concerns with your GP or qualified professional. If you or someone you know is struggling with an eating disorder, please seek specialist support.
