{"id":8019,"date":"2025-06-03T15:57:23","date_gmt":"2025-06-03T15:57:23","guid":{"rendered":"https:\/\/mutumarketing.wpfueledstaging.com\/en-us\/?p=8019"},"modified":"2026-09-05T22:09:44","modified_gmt":"2026-09-05T22:09:44","slug":"menowashing-how-the-wellness-industry-hijacked-midlife-for-profit","status":"publish","type":"post","link":"https:\/\/mutusystem.com\/en-us\/perimenopause\/menowashing-how-the-wellness-industry-hijacked-midlife-for-profit\/","title":{"rendered":"Menowashing. How the Wellness Industry Hijacked Midlife for Profit"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">What is Menowashing?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cMenowashing\u201d 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\u2019s the latest iteration of the pink tax, and it\u2019s capitalising on vulnerability, rather than delivering genuine solutions.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">With the menopause market forecasted to surpass <strong>$24 billion globally by 2030<\/strong> [1], businesses are racing to capitalise. But as products multiply, so do the pseudoscientific claims\u2014and women are left navigating a sea of expensive fluff wrapped in &#8220;empowerment&#8221; language.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s not innovation. It\u2019s exploitation.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Examples of Menowashing in Action<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">???? <strong>Moisturiser \u2192 &#8220;Hormone-Balancing Cream&#8221;<\/strong><br>There is no cosmetic product that can \u201cbalance your hormones.\u201d 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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">???? <strong>Vitamins \u2192 \u201cMenopause Support\u201d Supplements<\/strong><br>Dr Jen Gunter, OB\/GYN and author of <em>The Menopause Manifesto<\/em>, reviewed top-selling menopause supplements on Amazon. Her findings?<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">\u201cNone contained ingredients recommended by The Menopause Society. Some contained ingredients associated with liver injury.\u201d [2]<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">???? <strong>Fans and Cool Pads \u2192 &#8220;Flush Relief Systems&#8221;<\/strong><br>A cold compress or fan is a helpful comfort aid. Calling it a &#8220;flush management system&#8221; and tripling the price? That\u2019s not healthcare. That\u2019s a hustle.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">???? <strong>Soap \u2192 \u201cIntimate Cleanser\u201d<\/strong><br>The <strong>Royal College of Obstetricians and Gynaecologists (RCOG)<\/strong> clearly states:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">\u201cDo not use soap or perfumed washes on your vulva. Just warm water is enough.\u201d [3]<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Products marketed for &#8220;vulval hygiene&#8221; or &#8220;feminine freshness&#8221; can disrupt the natural pH, irritate skin, and worsen symptoms like dryness or itching. They don&#8217;t solve the problem\u2014they often <em>cause<\/em> it.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Cost of Confusion<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Menowashing isn\u2019t just a wallet issue\u2014it\u2019s a health issue. Here\u2019s why:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>It delays evidence-based care.<\/strong> Women may turn to over-the-counter gimmicks instead of seeking medical advice, missing out on effective interventions like HRT, CBT, or physiotherapy.<\/li>\n\n\n\n<li><strong>It erodes trust.<\/strong> When products marketed as \u201crelief\u201d don\u2019t work\u2014or worse, cause irritation or side effects\u2014women become understandably cynical about all options, including the valid ones.<\/li>\n\n\n\n<li><strong>It reinforces shame.<\/strong> \u201cIntimate washes\u201d and \u201cvaginal deodorants\u201d suggest that something about you is unclean or needs fixing. This fuels stigma rather than solving symptoms.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Menowashing: Not Just in Products \u2014 But in Policy<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s not just moisturisers and supplements. \u201cMenowashing\u201d has also crept into the workplace and policy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">British-Norwegian journalist and menopause campaigner <strong>Mariella Frostrup<\/strong> recently accused the UK government of menowashing\u2014calling out performative actions that <em>look<\/em> supportive but fail to deliver real change. Frostrup, chair of Menopause Mandate, argued that:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">\u201cThe then-government could be \u2018meno-washing\u2019 rather than taking real action on menopause and women\u2019s rights.\u201d [4]<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">The term is now used in employment law. As <strong>Kate Palmer<\/strong>, employment services director at Peninsula, explains:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">\u201cMeno-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.\u201d<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>David Ward<\/strong>, partner at Blacks Solicitors, highlights the commercial dimension:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">\u201cCompanies will use the menopause as a marketing strategy&#8230; it often involves using language or imagery that suggests genuine care&#8230; while the actual products may not effectively address those needs or may overpromise results.\u201d<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">And perhaps the most telling quote of all comes from <strong>Dr Sarah Berry<\/strong>, chief scientist at the ZOE nutrition project:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">\u201cIf you stick the word &#8216;meno&#8217; in front of the product, you can double the price and sell more.\u201d<\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\">So, What <em>Does<\/em> Help?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Let\u2019s talk about what\u2019s actually backed by clinical research:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">???? <strong>HRT (Hormone Replacement Therapy)<\/strong><br>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.<br>(NHS: <a href=\"https:\/\/www.nhs.uk\/conditions\/menopause\/\" target=\"_blank\" rel=\"noreferrer noopener\">Menopause Treatment<\/a>)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">???? <strong>Targeted pelvic floor and core rehab<\/strong><br>Changes to pelvic health in perimenopause and menopause\u2014like prolapse symptoms, incontinence, or pain\u2014are common. Rehab that\u2019s clinically validated (like MUTU) can make a measurable difference.<br>(<a href=\"https:\/\/mutusystem.com\/en-uk\/mutu-clinical-evidence\/\" target=\"_blank\" rel=\"noreferrer noopener\">MUTU Clinical Evidence<\/a>)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">???? <strong>Strength training and movement<\/strong><br>Preserves muscle mass, improves metabolism, supports mental health, and reduces bone density loss.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">???? <strong>Food that supports, not restricts<\/strong><br>Nutritional basics matter: adequate protein, fibre, calcium, and healthy fats. You don\u2019t need a labelled \u201cmenopause bar\u201d to eat well.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">???? <strong>Mental health support and community<\/strong><br>CBT has been shown to help with hot flushes and sleep disturbances. Connection with others experiencing the same transition is powerful.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How to Spot Menowashing<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Ask these 3 questions before you buy:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Would I use this if it didn\u2019t say \u2018menopause\u2019?<\/strong><\/li>\n\n\n\n<li><strong>Is the claim backed by scientific evidence, or just feel-good copywriting?<\/strong><\/li>\n\n\n\n<li><strong>Is this about solving a problem or creating one?<\/strong><\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\">MUTU\u2019s Commitment<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">At MUTU, we don\u2019t sell gimmicks. We sell proven, medical-grade pelvic health support trusted by the NHS and recommended by real healthcare professionals.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We believe:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>You don\u2019t need fixing.<\/li>\n\n\n\n<li>You don\u2019t need to be sold to when you\u2019re vulnerable.<\/li>\n\n\n\n<li>You deserve facts, not fluff.<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Sources:<\/strong><\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.grandviewresearch.com\/industry-analysis\/menopause-market\" target=\"_blank\" rel=\"noreferrer noopener\">Grand View Research \u2013 Menopause Market<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.sirishealth.org\/library\/should-you-trust-menopause-supplements-on-amazon-jen-gunter\" target=\"_blank\" rel=\"noreferrer noopener\">SIRIS Health \u2013 Dr Gunter on Supplements<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.rcog.org.uk\/for-the-public\/gynaecological-health\/looking-after-your-vulva\/\" target=\"_blank\" rel=\"noreferrer noopener\">RCOG \u2013 Vulval Care<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.the-independent.com\/life-style\/government-mariella-frostrup-loose-women-british-norwegian-b2631632.html\" target=\"_blank\" rel=\"noreferrer noopener\">The Independent \u2013 Mariella Frostrup on Meno-Washing<\/a><\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">MUTU is the opposite of what this post describes. Evidence, not gimmicks. <a href=\"https:\/\/mutusystem.com\/en-us\/midlife-menopause-join\/\">See MUTU for perimenopause and menopause<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>What is Menowashing? \u201cMenowashing\u201d 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\u2019s the latest iteration of the pink tax, and it\u2019s capitalising on vulnerability, rather than delivering genuine solutions. With the menopause market forecasted to surpass $24 billion globally [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":8021,"comment_status":"open","ping_status":"open","sticky":false,"template":"blog-single.php","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[67],"tags":[],"class_list":["post-8019","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-perimenopause"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Menowashing. How the Wellness Industry Hijacked Midlife for Profit - MUTU System<\/title>\n<meta name=\"description\" content=\"Discover how menowashing exploits menopause with overpriced, pseudoscience. 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