Amyris joins the menopause beauty movement

27-Jul-2021 - Last updated on 22-Nov-2021 at 17:25 GMT

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Related tags Menopause Amyris biotech Collaboration

This month, the biotech company announced plans to add yet another consumer-facing business to its portfolio of cosmetics and personal care brands.

“We are pleased to welcome Naomi Watts to the Amyris family of brands and join her in destigmatizing menopause and supporting women's health,” says Amyris CEO and President John Melo in this month’s media release announcing the biotech company’s new partnership with Watts. Together Watts, who is well-known for her work as an actor and as a Co-Founder of ONDA Beauty.

Melo explains the synergy of the partnership, saying, “Naomi shares our vision for a more sustainable future and we look forward to launching this brand in 2022 as part of our ongoing effort to create, manufacture and market clean, healthy and effective products for all.”

Amyris to launch a menopause personal care brand in 2022

As Melo mentions, the new brand is on track to launch next year. And it certainly won’t be alone in the marketplace. Cosmetics Design readers have seen news of the emerging menopause beauty movement for years: Avon has been creating content and working toward a brand for consumers experiencing menopause since at least 2019; in 2020 ingredient maker Sederma launched an ingredient developed expressly to address the expectations of menopause beauty consumers, and new brands like Pause Well-Aging, Caire Beauty, and Womaness have all been mentioned numerous times in coverage here on the site.

Plenty of data shows that the number of people living in some stage of menopause is only increasing, that the needs and expectations of these consumers have long gone unmet, and women over 40 have significant spending power. And so the movement grows.

As Watts explains, “In partnering with Amyris, we're endeavoring to equip all phases of menopause with products, tools and resources that make us feel celebrated and empowered, both physically and emotionally.”

“The shame and lack of community surrounding menopause has made me feel alone, confused and overwhelmed. The belief that menopause means a woman's time is up is ludicrous and should not exist,” adds Watts. “No one should walk through this alone,” she says, and “I couldn't be more excited and proud to share what we've been working on together very soon.”