Consumers Seek Out Holistic Routes To Navigate Perimenopause

Women blindsided by the onset of perimenopause are scrolling for answers.

According to new data from Spate, top search queries include “symptoms of perimenopause,” “signs of perimenopause” and “what is perimenopause.” While women are seeking information into the transitional phase into menopause, content-winning engagement is centered on anecdotal reels, over clinical ones, analysts say.

While a once-taboo chapter of a woman’s life, menopausal brands including Naomi Watts’ Stripes Beauty, Christina Aguilera’s Playground and Brooke Shield’s Commence Haircare, among others, are coming to the forefront of women’s personal care.

“For a long time, midlife was framed as a kind of cultural disappearing act for women rather than a visible, active life stage to enter proudly. What’s changed is that women are no longer accepting that invisibility,” said Stripes Beauty CEO Cara Kamenev. “As more founders, clinicians, brands, and creators speak openly and freely about these topics, menopause is being reframed not as an endpoint, but as a significant biological transition that deserves attention, care, innovation, and honesty. That shift has helped bring it into mainstream conversations in a way previous generations didn’t have the language or platform to do.”

Supplement brand Thorne calls perimenopause a “profound biological transition” that takes a toll on a woman’s physical and emotional health. For these reasons, the brand introduced Perimenopause Complete, a hormone-free, nutritional supplement designed for women navigating the uncomfortable physical and psychological challenges of the transition, from hot flashes to irritability, weight gain, brain fog and sleep disruption.

Combating Low Libido

Another trending issue related to menopause is low libido. Consumers are consulting Google keying in phrases from “how to increase libido in women” and “how to increase female libido instantly.”

Despite a once embarrassing issue, thanks to the shameless nature of social media culture, TikTok creators are normalizing the conversation around hormonal imbalances and testosterone therapy. This has resulted in a 33.0% year-over-year popularity growth. Because there isn’t a tried-and-true test to diagnose perimenopause other than symptom history, analysts say women are self-diagnosing and seeking solutions publicly. This is creating white space for brands in supplements, diagnostics and women’s hormonal health.

Analysts project the men’s libido supplement market to be estimated around $1.5-$2 billion, which two to three times the size of the women’s libido supplement market. Because low libido can be tied to stress or burnout, life transitions like perimenopause or self-confidence issues, Thorne’s Women’s Libido Boost is formulated to support libido, mood and hormonal health as it relates to sexual wellness. Ashwagandha leads the top-searched ingredients at 8,500 followed by maca root at 8,000 and vitamins at 2,400. Popular related brands include Olly at 216,800 and O+ at 114,100.

The Cycle Syncing Phenomenon

In self-education around perimenopause, consumers are more conscious about their menstrual cycles, with particular focus on the luteal phase—the second half of the cycle, occurring between ovulation and the start of their next period. Analysts say social content is validating the mood and emotional shifts tied to this emotionally charged part of the cycle.

In fact, Spate says the luteal phase grew 49.5% YoY and cycle syncing is up 29.5%, signaling a “fundamental shift” from reactive symptom management to proactive cycle-based living. Analysts say cycle syncing has a Popularity Share of 52.8% on TikTok, with related themes including workout at 24,400; gym at 10,800; and yoga at 15,000. Related brands include Oura at 216,800 and herbal supplement brand Ancient Bliss at 114,100. Oura Smart ring tracks more than 50 personal health metrics from the finger by providing daily insights to help improve sleep and support well-being. The device offers accurate physiological data for informed health decisions while protecting user privacy.

Seed cycling is also very high popularity with a YoY increase of 1.4 million and a Popularity Index of 1.7 million. The holistic dietary practice involves rotating specific types of seeds—flax, pumpkin, sunflower and sesame—into one’s daily diet aligned with the phases of their menstrual cycle. Advocates claim this food-as-medicine approach serves as a natural way to balance hormones like estrogen and progesterone.

Other related ingredients tied to this phase include sweet potato at 15.3 million; chocolate at 8,900; and herbal tea at 2,000.

Brands like Stripes are pivoting towards a “lifecycle-based” approach to wellness.

“We’re moving toward a more lifecycle-based approach to wellness, where women’s health is no longer segmented into narrow phases like ‘reproductive years’ versus everything else,” said Kamenev. “Instead, there’s a growing expectation that brands will support women continuously, with solutions that evolve alongside hormonal and life-stage changes. In beauty and wellness specifically, this means less emphasis on correction or concealment and more emphasis on support, education, and long-term vitality. The companies that win will be the ones that treat midlife not as an afterthought, but as a core innovation space – something that has remained central to Stripes Beauty’s overarching mission since our inception.”

This month, Stripes has expanded its retail footprint to over 400 Ulta Beauty stores nationwide. Building on the success of Stripes’ initial pilot at the retailer earlier this year, the expanded partnership marks what officials call a “major milestone” for the brand, making menopause-focused beauty and wellness solutions more accessible than ever for midlife women across the country. Shoppers at participating Ulta Beauty locations can discover a curated assortment of Stripes’ bestselling beauty and wellness products, including: The Power Move, hydrating face serum designed to support the evolving needs of midlife skin; The Crown Please, a volumizing hair mask that helps strengthen and deeply hydrate hair; The Root of It, a hydrating scalp serum formulated to support a healthier scalp and fuller-looking hair; The Cool Factor, a 3-in-1 ultra-cooling mist that provides instant, on-the-go relief from hot flashes and overheating; Resting Clean Face, a gentle, creamy facial cleanser that removes dirt, makeup and excess oil without stripping the skin; and Evening Wear, a restorative overnight treatment featuring ectoine, squalane, a gentle retinoid, and Chrysolepis extract to improve firmness, boost hydration and visibly reduce the appearance of fine lines and wrinkles while consumers sleep. Additional products, including Dream Date and Support System supplements, are expected to join the assortment later this year.