Women’s Wellness Playbook: Unlock Brand Relevance with Women Redefining Health, Wellness, and Beauty at Midlife

Women are redefining midlife on their own terms. Learn how your brand can lead with relevance, credibility, and care in this rapidly growing space.

Women are taking control of their health and wellness—seeking better answers, challenging outdated standards of care, and building their own support systems online and IRL. From symptom-tracking apps to social media communities, they’re leading a broader shift in how wellness is defined, accessed, and prioritized.

Only 51% of Gen Z women feel confident managing their health.
compared to 75% of boomer women

Perimenopause has become a powerful flashpoint in that transformation. Once considered off-limits, it’s now everywhere—from TikTok to Oprah’s “Menopause Revolution” special. Gen X women helped bring the topic into public awareness—but it’s younger women, especially Millennials and even Gen Z, who are amplifying the conversation and demanding more from brands, providers, and culture at large.

New players are moving quickly to meet the moment, but most legacy brands have yet to show up meaningfully. The opportunity for innovation in health and wellness—and beyond—is wide open. Women in midlife, and those approaching it, are clear about what they need: relevant solutions, honest language, and representation that reflects their real experiences. The bar is rising, and brands that want to lead need to meet it with clarity, credibility, and care.

Brand Play #1: Reframe the Conversation

Key Insight:

Women are breaking the silence around perimenopause and menopause—and they want brands to do the same. Gen X paved the way for more open conversations, but younger women are fueling a new level of cultural momentum.

Why It Matters to Marketers:

Despite rising awareness, most brands still avoid speaking directly to this life stage. Those that use euphemisms or vague language risk alienating an audience that craves honesty and visibility.

What Brands Should Do:

• Say “perimenopause” and “menopause” clearly in messaging and product copy.
• Normalize these experiences in mainstream campaigns—not just niche moments.
• Represent a wide range of menopause journeys, including early onset and surgical menopause. Showcase dynamic and diverse women in transition.

Download an excerpt of the report to explore key insights, brand opportunities, and segment-specific strategies.