Womaness launches with affordable beauty and wellness for women 40+

By Deanna Utroske

- Last updated on GMT

photo courtesy of the brand
photo courtesy of the brand

Related tags Menopause women over 40

The age-inclusive beauty movement is swiftly gaining momentum as more brands and ingredient makers look to meet the needs and expectations of the 40+ consumer.

“We want to be the first brand women think of when they think of menopause, offering them a collection of innovative products that address the most common (and often taboo) symptoms,” ​says Womaness Co-Founder and COO Michelle Jacobs, in today’s media release announcing the brand’s debut collection of 13 products.

“We want to bring these issues into the light with innovative solutions, education, and community,” ​she adds. And those solutions and education aren’t just in conventional beauty categories like skin care and hair care but also feminine care, intimate and sexual health, and supplements.

“Our mission,” ​says Jacobs, “is to change the conversation around menopause and the women experiencing it.”

Menopause Beauty is about to be a very big business

Womaness ​is one of many relatively new beauty brands hoping to corner the menopause beauty market. According to today’s media release from the new brand, over 50 million women are in or approaching menopause and seeking products to address everything from hot flashes, fine lines, sleep concerns, and light bladder leakage.

The Womaness debut product line comprises 2 supplements, body wipes, an external vaginal moisturizer, leak protection liners, and skin and body care items including a hot flash cooling mist, a Vitamin C facial serum, dark spot treatment patches, and more. All are price under $40

“Ultimately, Womaness is a modern approach to menopause,”​ Sally Mueller, Womaness Co-Founder and CEO tells the press.

“It is not an ending,” ​she says. “It is a time in life to harness your experience and wisdom and continue to be the dynamic, vibrant woman you are. Women don't want to pause; they want to keep being unstoppable.”

Building a modern menopause brand

Together, Mueller and Jacobs have significant brand building, retail, and media experience. The new Womaness brand also has the benefit of funding from Obvious Ventures and Unilever Ventures.

And the Womaness team worked closely with experts to formulate and develop products for the particular needs of women 40+. As the release explains, the brand engaged “a panel of menopausal experts, including gynecologists who specialize in menopause, women's health experts, and nutritionists and skincare experts who understand the ingredients that are most effective for menopausal skin.”

The brand also took care to align with current consumer ingredient expectations and create a product line that is “cruelty free, vegan, dermatologist- and allergy-tested, and…formulated without animal-derived ingredients, parabens, phthalates, sulfates, artificial colors, formaldehyde, mineral oils, estrogen, phytoestrogen, or added hormones.”

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