On the day you read this article, 6,000 US women will enter menopause. Tomorrow, another 6K will join the ranks, and the day after that, a similar number of females will hit the point in their lives (typically in their 40s or 50s), when, thanks to a dramatic decrease in estrogen, their menstruation ends.

All told, some 1.3 million American women transition into menopause each year, according to the Society of Women’s Health Research in Washington, DC. For most, menopause comes with symptoms that range from vaginal dryness and painful intercourse to recurrent urinary tract infections (UTIs)—not to mention stubborn hot flashes and appearance-based changes. Women often report a change in their skin’s appearance, hair that’s gone awry and unexplained weight gain, too.

Aside from the windfall from not having to purchase tampons and pads, none of the side effects of menopause (or perimenopause) are welcomed.

In a primary research study of more than 2,000 US menopausal women conducted by The Benchmarking Company, 94% were frustrated by menopausal symptoms.

 “More than half, 55%, say they are experiencing decreased sex drive, have vaginal dryness and experience painful sex,” said Jennifer Stansbury, co-founder and managing partner of The Benchmarking Company. “But they aren’t just living with these issues—the majority are doing something about it.”

In that same TBC survey, 91% said they were talking openly about ways to combat these symptoms.

For many women, that means a conversation with a medical professional.

Dr. Maral Malekzadeh, a board-certified gynecologist and co-owner of The Well Westlake, says she has witnessed a shift toward greater awareness and openness. 

“Compared with a generation ago, women are more informed and more comfortable discussing sexual health, libido, vaginal symptoms and peri- and menopausal changes. Topics that were once rarely raised are now commonly discussed. This has made care more collaborative and patient-centered, allowing for earlier conversations and more individualized treatment,” said Dr. Malekzadeh.

The shift requires “thoughtful” counseling to help patients distinguish evidence-based guidance from misinformation encountered online, according to Dr. Malekzadeh. 

“Greater availability has helped normalize women’s sexual health concerns and expanded access to care, particularly for conditions like vaginal dryness, pain with intercourse and menopausal symptoms. My main concern is that many products are marketed with limited scientific evidence or misleading claims, especially on social media,” she said. “This can create unrealistic expectations or delay appropriate medical evaluation, reinforcing the importance of clinician-guided, evidence-based care.”

Dr. Malekzadeh is encouraged by advances in understanding genitourinary syndrome of menopause (GSM), female sexual dysfunction and the broader role of hormones across the lifespan. And progress in both hormonal and non-hormonal therapies, she asserts, is allowing for more personalized and effective treatment options.

In November 2025, the Department of Health and Human Services removed the black box warnings from all estrogen-based hormone replacement therapy (HRT) products, a label that had been in place since the early 2000s. The warnings were said to deter women from receiving local vaginal estrogen as a treatment option.  

The following month, FDA approved Addyi (flibanserin 100 mg) for the treatment of low libido in postmenopausal women, also known as hypoactive sexual desire disorder (HSDD). The medication had been FDA approved for treatment in premenopausal women since August 2015.

Addyi’s maker, Sprout Pharmaceuticals, called the decision a “defining moment” in the pursuit of sexual-health equity and reinforcing that women deserve comprehensive, evidence-based care at every age. 

Answers For the Ages

“As Baby Boomers age and Gen X women start to go through menopause, they are no longer accepting the message: ‘oh, a painful vagina and incontinence is just part of getting older.’  They want more, they want solutions, they go research, they ask questions, they decide that painful sex is not an option—neither is urinary incontinence,” said Kate Wells, CEO and co-founder of Parlor Games, LLC, a women’s wellness brand that launched in late 2020.

“Women going through menopause today expect a whole lot more support than their aunts and mothers got,” Wells  continued. “The medical profession hasn’t caught up with this demand and so companies such as Parlor Games are working to meet that demand, to close the gap and provide products that really work.”

Parlor Games’ first product was Silky Peach Cream, an estriol cream designed for the vulva to help that skin as well as vaginal skin “be strong and supple,” according to the brand.

“Women lose estrogen as they get older and particularly as they pass through the menopause transition. Without estrogen, the tissue of the vulva, the vagina and the urethra can become thin, get irritated and tear and be easily damaged. Estriol—the ‘gentlest’ of the estrogens—is well established as a safe way to supplement estrogen for this part of the body,” Wells told Happi.

Parlor Games has sold more than 1 million bottles of Silky Peach Cream, according to Wells.

As she puts it, “that’s a lot of vaginas back in action.”

Biotech in FemTech

Vella Bioscience is a femtech company with solutions for women’s hormonal, sexual and intimate health including Pleasurewave, which is said to help women achieve more satisfying orgasms via LPTv1, a proprietary biotech liposome system that delivers hemp-derived cannabidiol (CBD) isolate to relax vaginal and clitoral smooth muscle. Vella’s roster also includes Meltwater, a vaginal emollient with hyaluronic acid and aloe vera gel; as well as Everslide, a scentless silicone-based lubricant formulated with plant squalane.

And there’s more in Vella pipeline, like Ebbtide, a vaginal suppository for pelvic and period pain, according to the Boston-based company. 

According to Carolyn Wheeler, CEO and co-founder, Vella was built on the belief that women deserve better: “better science, better language and better solutions for real physiological needs that have historically been dismissed or underserved.”

In November, the company brought in Joy Allen-Altimare to serve as president. The former Saucony and Kindbody CMO is overseeing brand strategy, marketing, commercialization, retail expansion and the innovation pipeline. 

“Our vision is to support women from menstruation through menopause with solutions that respect the reality of hormonal shifts, pelvic health, intimacy and overall well-being. That means creating products that are not just reactive, but supportive, helping women maintain comfort, confidence, and agency across life stages. And it also means changing the cultural narrative: women shouldn’t have to feel broken to seek support,” said Allen-Altimare told Happi. 

Allen-Altimare said she was attracted to the role at Vella Bioscience because the company had the “rare combination” of scientific credibility, cultural relevance and genuine mission alignment.

Opportunities Ahead for Beauty Brands?

According to Beth McGroarty, VP of research and forecasting at the Global Wellness Institute/Global Wellness Summit, men have dominated the longevity market, but the future is decidedly female. In its 2026 trends report, GWS asserts the wellness market will move beyond managing menopause symptoms to tackling ovarian aging and specific health fallouts from it—and this will require interventions tailored to women across every decade, from their 20s to 90s. 

Addressing women over the course of their lifetime is a sound strategy for any brand in personal care. Women manage an estimated $31.8 trillion of global spending, according to Nielsen, and are expected to control 75% of discretionary spending worldwide in the next five years. 

Are there opportunities for beauty brands in the intimate care and sexual wellness market in a direct way? According to The Benchmarking Company’s survey, 71% of respondents agreed they would trust their favorite beauty brands to develop intimate care products designed for women in various stages of menopause.

With the flurry of activity already underway, brands may have more success through M&A than R&D.