What is Menowashing?
“Menowashing” describes the marketing practice of rebranding generic wellness or beauty products as menopause-specific, often with inflated prices, misleading claims, and no medical evidence. It’s the latest iteration of the pink tax, and it’s capitalising on vulnerability, rather than delivering genuine solutions.
With the menopause market forecasted to surpass $24 billion globally by 2030 [1], businesses are racing to capitalise. But as products multiply, so do the pseudoscientific claims—and women are left navigating a sea of expensive fluff wrapped in “empowerment” language.
It’s not innovation. It’s exploitation.
Examples of Menowashing in Action
🔹 Moisturiser → “Hormone-Balancing Cream”
There is no cosmetic product that can “balance your hormones.” If a cream could impact your oestrogen levels, it would be classified and regulated as a medicine. However, most of these are generic moisturisers, repackaged and relabeled.
🔹 Vitamins → “Menopause Support” Supplements
Dr Jen Gunter, OB/GYN and author of The Menopause Manifesto, reviewed top-selling menopause supplements on Amazon. Her findings?
“None contained ingredients recommended by The Menopause Society. Some contained ingredients associated with liver injury.” [2]
🔹 Fans and Cool Pads → “Flush Relief Systems”
A cold compress or fan is a helpful comfort aid. Calling it a “flush management system” and tripling the price? That’s not healthcare. That’s a hustle.
🔹 Soap → “Intimate Cleanser”
The Royal College of Obstetricians and Gynaecologists (RCOG) clearly states:
“Do not use soap or perfumed washes on your vulva. Just warm water is enough.” [3]
Products marketed for “vulval hygiene” or “feminine freshness” can disrupt the natural pH, irritate skin, and worsen symptoms like dryness or itching. They don’t solve the problem—they often cause it.
The Cost of Confusion
Menowashing isn’t just a wallet issue—it’s a health issue. Here’s why:
- It delays evidence-based care. Women may turn to over-the-counter gimmicks instead of seeking medical advice, missing out on effective interventions like HRT, CBT, or physiotherapy.
- It erodes trust. When products marketed as “relief” don’t work—or worse, cause irritation or side effects—women become understandably cynical about all options, including the valid ones.
- It reinforces shame. “Intimate washes” and “vaginal deodorants” suggest that something about you is unclean or needs fixing. This fuels stigma rather than solving symptoms.
Menowashing: Not Just in Products — But in Policy
It’s not just moisturisers and supplements. “Menowashing” has also crept into the workplace and policy.
British-Norwegian journalist and menopause campaigner Mariella Frostrup recently accused the UK government of menowashing—calling out performative actions that look supportive but fail to deliver real change. Frostrup, chair of Menopause Mandate, argued that:
“The then-government could be ‘meno-washing’ rather than taking real action on menopause and women’s rights.” [4]
The term is now used in employment law. As Kate Palmer, employment services director at Peninsula, explains:
“Meno-washing is when an employer makes superficial promises so that they appear to support women experiencing the menopause when, in reality, they do not follow through.”
David Ward, partner at Blacks Solicitors, highlights the commercial dimension:
“Companies will use the menopause as a marketing strategy… it often involves using language or imagery that suggests genuine care… while the actual products may not effectively address those needs or may overpromise results.”
And perhaps the most telling quote of all comes from Dr Sarah Berry, chief scientist at the ZOE nutrition project:
“If you stick the word ‘meno’ in front of the product, you can double the price and sell more.”
So, What Does Help?
Let’s talk about what’s actually backed by clinical research:
👉 HRT (Hormone Replacement Therapy)
When appropriate, HRT remains the most effective treatment for symptoms like hot flushes, night sweats, vaginal dryness, and low mood. It also helps reduce long-term risks like osteoporosis.
(NHS: Menopause Treatment)
👉 Targeted pelvic floor and core rehab
Changes to pelvic health in perimenopause and menopause—like prolapse symptoms, incontinence, or pain—are common. Rehab that’s clinically validated (like MUTU) can make a measurable difference.
(MUTU Clinical Evidence)
👉 Strength training and movement
Preserves muscle mass, improves metabolism, supports mental health, and reduces bone density loss.
👉 Food that supports, not restricts
Nutritional basics matter: adequate protein, fibre, calcium, and healthy fats. You don’t need a labelled “menopause bar” to eat well.
👉 Mental health support and community
CBT has been shown to help with hot flushes and sleep disturbances. Connection with others experiencing the same transition is powerful.
How to Spot Menowashing
Ask these 3 questions before you buy:
- Would I use this if it didn’t say ‘menopause’?
- Is the claim backed by scientific evidence, or just feel-good copywriting?
- Is this about solving a problem or creating one?
MUTU’s Commitment
At MUTU, we don’t sell gimmicks. We sell proven, medical-grade pelvic health support trusted by the NHS and recommended by real healthcare professionals.
We believe:
- You don’t need fixing.
- You don’t need to be sold to when you’re vulnerable.
- You deserve facts, not fluff.
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