The Meno-Washing Mirage: How to Spot and Avoid Misleading Menopause Products
Estimated Reading Time: 2.5 minutes
Menopause is finally being talked about in the media, in medical settings, and in the wellness world. For many of us, this long-overdue attention feels like a breakthrough.
But not all visibility is created equal. As menopause becomes more mainstream, many companies are using it as a marketing hook without offering any meaningful support. This trend has a name: meno-washing. And it’s something every midlife woman deserves to understand and watch out for.
What is Meno-Washing?
Meno-washing is when a brand uses menopause-related language to promote products that aren’t clinically proven, tailored to hormonal changes, or tested on menopausal women. It’s a form of health washing where the appearance of wellness replaces real, evidence-based care.
A marketing trend that uses menopause to sell products without the science to support them.
Meno-washing is when a brand uses menopause-related language to promote products that aren’t clinically proven, tailored to hormonal changes, or tested on menopausal women. It’s a form of health washing where the appearance of wellness replaces real, evidence-based care.
You might see it in:
Rebranded multivitamins or protein powders
“Menopause skincare” with no clinical data
Supplements claiming to “balance hormones” without naming which ones or how
Celebrity-endorsed products that rely on anecdote, not science
According to the British Skin Foundation, many so-called menopause skincare lines haven’t been tested on postmenopausal skin at all. Yet they’re marketed at a premium price.
Why Meno-Washing Matters
Because women deserve more than slogans, they deserve real solutions. When a product promises relief but fails to deliver, the result is more than disappointment. It’s wasted time. Lost money. And often, misplaced blame.
Here’s what’s at stake:
Undermined trust. Women may begin to question their bodies or feel like they’re the problem when a product doesn’t work.
Delayed care. Trendy solutions can distract from effective treatments, including hormone therapy or integrative care.
Confusion. Health claims like “natural hormone support” or “hormone balancing” are vague, unregulated, and often meaningless.
Menopause is a biological transition, not a marketing opportunity. It affects everything from sleep and cognition to metabolism and skin health. We need thoughtful, tested solutions, not trend-driven ones.
Have clinicians, menopause coaches, or OB-GYNs used this in practice and seen results?
What to Look For Instead
A checklist to help you cut through the noise.
Evidence-Based Claims: Look for products that are supported by peer-reviewed research, clinical trials, or ingredient-specific data. Bonus: products tested specifically on perimenopausal and postmenopausal women.
Practitioner Endorsement Based on Use, Not Sponsorship Ask: Have clinicians, menopause coaches, or OB-GYNs used this in practice and seen results? Health professionals who integrate these tools into care plans (not just promotions) are your best guides.
Clear, Modest Language: Avoid products promising to “reverse menopause” or “cure all symptoms.” The best solutions are honest about their benefits and how they fit into a broader care strategy.
Transparent Formulations: Can you see the exact ingredients, dosages, and rationale behind the formula? Be wary of “proprietary blends” or vague botanical lists with no explanation.
Skincare That’s Hormone-Savvy: Postmenopausal skin is thinner, drier, and more vulnerable to inflammation. Look for products with: Retinoids, Ceramides, Niacinamide, Peptides, Hyaluronic acid. And most importantly look for clinical testing on menopausal skin.
Personalisation and Support: The right product respects the diversity of menopausal experience. Look for brands that offer symptom tracking, screening tools, or access to evidence-based care models.
What We Need More Of
Sage Womens Health believes in informed, woman-centered guidance grounded in both clinical evidence and lived experience.
Science. Integrity. Women at the center.
Meno-washing reflects a deeper issue: how women’s midlife health has long been underserved and now over-commercialized.
We need:
Better regulation of health claims
More clinician-led product development
Skincare and supplement testing on midlife women
Culturally sensitive, inclusive solutions
A shift from hype to whole-person care
Sage Womens Health believes in informed, woman-centered guidance grounded in both clinical evidence and lived experience. Our mission is to cut through the noise and help you get the care you deserve.
Final Word
If you’re navigating menopause and feel overwhelmed by products and promises, you’re not alone. The good news is: real support exists. And it doesn’t have to come in a trendy bottle.
Let’s move beyond meno-washing and toward evidence-backed, respectful, personalised care the kind every woman in midlife deserves.
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