While women make up almost half of the population, women’s health and wellness have largely been underserved and underfunded. According to the World Economic Forum, women’s health receives only 5% of global health care research and development fundinga. Of that 5%, 4% goes toward women’s cancers, and 1% goes toward all other women-specific health conditions (25% of which goes toward fertility research)a. McKinsey Health Institute calls this gap a $1 trillion industry opportunity, one that can dramatically improve the health and lives of women everywhereb.
The $1 Trillion Well-Beauty Opportunity for Women's Longevity
Beauty is expanding. With more emphasis being placed on holistic beauty solutions, wellness and longevity, beauty brands have a chance to close the gap between women and their wellness.
A recent report from Oriflame reveals that the new face of beauty is well-being, with women from over seven countries citing beauty’s importance in their daily self-care and confidence.
"In recent years, we have been witnessing the merger of beauty, health and well-being not only in terms of the consumer understanding but also with regard to the science," said Nicola Robertson, senior manager of performance testing and evaluation in global R&D for Oriflame.
According to Robertson, it is also no surprise that longevity is one of the most highly-sought after beauty and health interventions, especially among older adults. Per Oriflame's global report, 55% of the women surveyed rated longevity as important, and this percentage increased with age: to 63% for those ages 55 to 64 and to 78% for those 65+c. Longevity is also relevant to younger women: more than half of 35 to 54-year-olds (56%) surveyed and almost half of 18 to 34-year-olds (49%) rated it as a top interventionc.
Robertson observed, "We have experienced a big change in how consumers define beauty, and this report is further evidence of that—the move from anti-aging to youth extension, from general well-being to more evidence-based quality of life."
She added, "Longevity is a strategic scientific territory in Oriflame and many other brands for good reason. What we want to bring are solutions that go beyond traditional products, integrating nutrition, supplements, stress management and personalized products to support beauty at every level."
As the link between beauty and wellness tightens and consumer expectations deepen, demand will spike for innovative, science-backed products that can bridge the gap. Already, companies are addressing the need for more inclusive, women-specific wellness products. Whether that's through topicals or ingestibles for skin, scalp or body, beauty and personal care products that address shifting hormones, fertility support, sexual wellness, PCOS or perimenopausal and menopausal changes are just the tip of the new well-beauty iceberg.
Below are the latest brands reshaping the conversation around well-beauty, redefining and advancing how the beauty space can serve all women.
Hormone-Adaptive Skin Care for Every Life Stage
Hormones can significantly impact women's skin at various stages of their life: menstruation, pregnancy, menopause and more. Shifts in hormones like cortisol also contribute to increased signs of aging.
Verli is just one skin care brand helping support women and their skin across shifting hormonal cycles. The brand claims to offer effective and safe skin care that supports hormonal health, nourishes skin and promotes confidence at every stage of life.
Verli offers effective and safe skin care that supports hormonal health, nourishes skin and promotes confidence at every stage of life.Verli
Founders Laura and Marky Beverlin’s brand represents the outcomes of their personal journeys through infertility and IVF.
"We spent years on a roller coaster of hope, heartbreak and everything in between," shared Laura Beverlin. "Along the way, I realized how few skin care options truly consider women's hormonal shifts—products that not only deliver results but also prioritize your well-being. That realization became the spark for Verli."
According to the brand, all products in the collection contain a farm-grown botanical blend of ginger root, lavender, rosemary and lemon balm. The botanicals combat free radical damage, soothe skin and strengthen its natural defense without endocrine disruptors or toxins.
The Verli Collection includes:
- Gentle daily cleanser: Lifts impurities and makeup while maintaining skin balance
- Hydrating serum: Lightweight, milky serum that replenishes and promotes a healthy glow
- Nourishing eye cream: Restorative hydration for delicate eye areas, enhancing brightness and softness
“We’re at a turning point where beauty and wellness are no longer a separate conversation; they’re one and the same," said Laura Beverlin.
She added, "Women today are asking deeper questions about what they’re putting on their skin, how ingredients affect their hormones and how their routines can truly support long-term well-being."
She explained, "With Verli, that’s exactly what we’re striving to do: create a space where women don’t have to choose between results and their health. Every formula is developed with complete ingredient transparency and a deep respect for the body’s natural balance. The future of beauty lies in innovation that nurtures women from the inside out, honoring their well-being as much as their skin."
The Accessible Fertility Quest
Bird&Be is a fertility and reproductive health brand known for science-based supplements and at-home testing for men and women at every stage of their fertility journey.
Bird&Be's in-store and online launch hopes to expand access in areas with limited fertility clinics or specialist care. In 2025, Bird&Be fulfilled over 40,000 orders to remote regions with little or no access to fertility clinics.Jammer Gene at Adobe Stock
The brand's expansion into Ulta comes at a time when half of the United States’ counties lack access to an OB/GYN professional, leaving millions of women without reproductive health and accessible fertility care. Bird&Be’s mission is to increase high-quality access to spark actionable dialogue, making fertility care more visible, approachable and available to those who need it.
It also marks a visible shift where wellness and personal care products are entering traditional beauty stores, expanding the idea of beauty as being more than cosmetics and skin care.
"Ulta has long been a destination where women shop with intention for their self-care essentials, and Bird&Be's presence there positions fertility support as a natural and empowering part of that basket," said Bird&Be CEO Samantha Diamond. "This launch allows us to meet customers where they already are and helps normalize proactive reproductive health as part of the broader beauty and wellness conversation."
Bird&Be products at Ulta include:
- Female fertility power prenatal pack + CoQ10: Comprehensive pre-pregnancy support with essential nutrients
- Calcium + magnesium + vitamin D boost: Bone and muscle support for pre-pregnancy, pregnancy and postpartum
- Complete prenatal pack: All-in-one prenatal formula for pregnancy
- Additional products: Fertility power packs, gentle prenatal gummies, ovulation tests and early results pregnancy tests
All-in-One Cross-Category Platform for Women
Beyond skin care, there's accessibility and exposure. For women specific products to make an impact on the market, there must be a space for them in the market. Unfabled is a platform created by women, for women, that is powered by community, data and lived experiences.
Unfabled offers quality products to support women's health across categories like sexual wellness, fertility, post-partum, menopause, PCOS and endometriosis—all in one convenient place.Unfabled
Unfabled offers quality products that support women's health across categories like sexual wellness, fertility, postpartum, menopause, PCOS and endometriosis—all in one convenient place. Unfabled is proving that women’s health isn't a fable; it’s a reality that requires real solutions.
To support its platform and products, the brand has announced a $1.7 million funding round and expansion into 737 Boots stores nationwide. Boots is a notable health and beauty retailer in the United Kingdom, offering women beauty and personal care products for all stages of life. This follows the brand’s launch of Essentials supplements into 50 Boots stores in December 2024.
Notable investors include Arāya Ventures, founded by Managing Partner Rupa Popat and backed by British Business Investments (BBI). Investment was made possible through its Super Angel Fund. 67% of investments into Unfabled have come from female investors. According to the British Private Equity & Venture Capital Association, about 14% of angel investors are women and only 15% of senior VC roles are held by womend. Previous investors for Unfabled have included Morgan Stanley, Exceptional Ventures, Atomico Angels and angel groups out of Google and MIT.
This marks a major scale-up in the wellness category, as markets recognize the growing potential of women’s wellness.
Unfabled was founded by Hannah Samano in 2021. Samano was featured in Forbes 30 Under 30 and served as a former Unilever innovator. Unfabled
Hannah Samano, founder of Unfabled, said, “Women’s health has been sidelined for far too long. At Unfabled, we’ve shown that when you truly listen to women, you don’t just create better products—you create a movement. Boots expanding our footprint by over 1,000% proves that women’s health is no longer niche. We’re proud to be building a brand, a community and a category that retailers and investors can no longer ignore.”
Rupa Popat, general partner at Arāya Ventures, added, “Unfabled represents the future of women’s health: community-driven, culturally relevant and commercially explosive. Hannah has built unparalleled momentum, with DTC growth that has translated directly into retail success. We are thrilled to back her and this brand at such a pivotal stage.”
Lifetime Longevity: Brands Dedicated to Women 40+
Millions of women enter perimenopause and menopause each year, a process that creates visible changes to their hair and skin. While anti-aging products dominate shelves, hair care and skin care solutions for women in their midlife remain underrepresented despite changing hormones. The market for midlife skin and hair care is underrepresented but ripe with potential, an opportunity that allows brands to meet all women, at all ages.
In September of last year, Bluemercury, the luxury beauty retailer and a division of Macy's, Inc., introduced its "Up Next" campaign, which celebrated Gen X women aged 40 and over, championing new beginnings and challenging outdated beauty standards.
Its survey, conducted with The Harris Poll, revealed a significant gap between the beauty industry and Gen X women. Key findings includee:
- 87% of women 40-plus desired more realistic portrayals of their age in beauty advertising
- 1 in 4 women aged 35–65 felt misrepresented by the beauty industry
- 54% believed beauty stemmed from confidence, not perfection
- 50% were more likely to support brands that featured relatable women in their ads
The campaign aimed to shift the narrative around aging from correction to empowerment, highlighting the unique experiences, individuality and confidence of women in this demographic across major U.S. cities.
Below are some of the personal care brands making products for women 40+, offering women more targeted solutions to changing skin and hair.
Perimenopausal and Menopausal Body Wash
Dove has created a women's wellness range, an innovative lineup of life-stage-tailored personal care products developed in close collaboration with gynecologists, menopause experts and dermatologists.
Informed by the real stories, symptoms and transparent "TMI" moments shared by women, the collection is formulated for those experiencing perimenopausal and menopause-related symptoms, addressing needs that have long been overlooked, stigmatized or dismissed.
With 43% of women over 45 actively searching for skin care that supports their changing needs, this range was created to meet that moment, offering thoughtful, science-backed solutions for real symptoms like increased sweating, dryness, odor shifts and intimate sensitivityf.
With 43% of women over 45 actively searching for skin care that supports their changing needs, Dove's range was created to meet that moment, offering thoughtful, science-backed solutions for real symptoms like increased sweating, dryness, odor shifts and intimate sensitivity.Dove
OB/GYN and menopause expert Jessica Shepherd, M.D., said, "As an OB/GYN, I have seen so many women in intimate settings, and they still feel they need to censor their personal concerns in conversations because for generations, women have been taught to be quiet about discomfort, to downplay pain and to feel shame around natural parts of their health. We're slowly seeing that shift and unlearning many of these traits, but the silence still lingers."
The new collection features three body wash formats and one leave-on balm to address skin care concerns associated with hormonal shifts:
- Dove glycolic serum wash: A full-body exfoliating cleanser designed for daily shower use. Formulated with glycolic acid to smooth dull, rough skin and help control odor related to hormonal sweat, especially in areas like underarms, chest and thighs
- Dove cleansing oil: A gentle in-shower cleanser for dry, itchy skin often associated with perimenopause and menopause. This formula melts onto damp skin, lifting away impurities while deeply nourishing with a blend of bioactive oils—rinsing clean without leaving behind an oily residue
- Dove whole body wash: A fragrance-free, ultra-mild wash specifically formulated for vulva skin. Safe for daily use, it gently cleanses and helps maintain the skin's natural pH balance, supporting hydration and barrier protection
- Dove ultra gentle balm: A fragrance-free, leave-on moisturizer designed for daily use after a shower or as needed throughout the day. Clinically tested for use on intimate skin, it delivers rich, long-lasting hydration to relieve vulvo-vaginal dryness, which affects 70% of women over 50
Through the "Made with TMI" campaign, Dove is helping to rewrite the narrative around hormonal health, bringing private conversations into the open and replacing shame with shared experience. Built from real stories and rooted in solidarity, the campaign reinforces Dove's commitment to show up for women in every life stage with care that is honest, informed and long missing from the personal care aisle.
Serum Solution for Menopausal Hair
According to Harvard Health studies, one of the most visible shifts menopausal women experience is in their hair. Declining estrogen and progesterone shorten the growth cycle and increase shedding, while reduced oil production leads to dryness, brittleness and texture changes. Many women also notice widening parts, crown thinning and increased scalp sensitivityg.
Commence is a brand founded by Brooke Shields, created to fill a critical gap in the beauty industry for women over 40.Commence
She added, "The growth phase, also called the anogen phase, is usually reduced, thereby increasing the shedding phase (also known as the telogen phase). You may notice hair loss, hair thinning and a widening part. Due to a loss of estrogen and the relative increase of androgens, also known as male hormones, hair loss can be exacerbated. Lastly, there is a significant reduction in the scalp’s natural oil production, resulting in dry, brittle hair that is more prone to damage."
Commence offers a solution. The brand was founded by Brooke Shields, created to fill a critical gap in the beauty industry for women over 40. The brand offers a proprietary ingredient blend made possible by bio-fermentation technology. The process enhances ingredient potency, maximizes efficacy and ensures the product delivers visible results.
Part of their collection includes the Root Serum, a multi-tasking treatment for roots, scalp and strands for menopausal hair. The serum targets menopausal hair changes like thinning, shedding, dryness and scalp sensitivity.
- Supports thinning and shedding: Alfalfa extract and quinoa peptides nourish follicles, fortifying strands from the root up
- Soothes scalp sensitivity: Lactobacillus ferment calms irritation and rebalances the scalp’s microbiome, which can become more reactive in midlife
- Boosts density and vitality: Acai stem cells deliver antioxidants that fight oxidative stress, a factor that accelerates hair aging
Founder Brooke Shields added, “Menopause wreaked havoc on the health of my scalp and consequently the quality of my hair. After looking everywhere for products that addressed people over 40, there was nothing there that was comprehensive and not in the pharmaceutical sector."
She explained: "So, I decided to create a line myself targeting scalp help for people over 40. I created these products out of my own real needs. Lab-tested with clinical trials, Commence creates a healthy environment at the roots, so my hair grows stronger from the get-go."
Nussbaum added on, "During menopause, the hormonal shifts can also induce a state of inflammation. The Root Serum delivers powerful antioxidants and other topical nutrients to the scalp to strengthen the follicle and restore the scalp’s natural state. The Root Serum uses these powerful antioxidants to mitigate changes associated with menopausal inflammation."
A Pentapeptide Matrix for Midlife Skin
Sherak is another brand offering midlife women products designed for them. Sherak specializes in skin care for women 40+. The company has created Sherak’s Skin Renewal Chemistry System, a three-step regimen powered by its Pentapeptide Matrix, helping to support the look of firm, resilient and radiant midlife skin.
Sherak’s Skin Renewal Chemistry System is a three-step regimen powered by the brand's Pentapeptide Matrix, helping to support the look of firm, resilient and radiant midlife skin.Sherak Skin, LLC
"Women over 40 are the most discerning beauty consumers. They are scientifically minded, health-focused and results-driven; yet the skin care industry has overlooked their specific skin care needs," said Jennifer Sherak, founder and CEO of Sherak. "At Sherak, we've applied precision to skin care, creating biotechnology-based formulations that meet the real needs of midlife skin."
The Sherak System includes:
- Free radical neutralizing oil: An antioxidant-rich cleansing oil that purifies while prepping skin for active absorption
- Reactivation serum: A powerhouse serum with the Pentapeptide Matrix, vitamin C, niacinamide and hyaluronic acid to smooth, firm and renew
- Barrier shield moisturizer: An active moisturizer powered by the Pentapeptide Matrix, ceramides, bakuchiol and antioxidants that strengthen the skin barrier, lock in hydration and enhance visible tone, elasticity and texture
What’s Next for Women’s Wellness
Wellness has already seen tremendous growth this year, quickly becoming a large and trending category within the beauty industry. With more and more consumer focus turning to self-care, the market is primed for more research and development into women-specific wellness products. By pushing more development, manufacturing and branding, all parts of the beauty chain can work together to bridge the gap, helping women look and feel their best every day.
Below are our hopes for beauty and personal care products for women in 2026.
1. More Meaningful Investment in Research and Development
Currently, only a fraction of global health research funding is allocated to women-specific conditions. Brands that invest in more meaningful research and development to advance women-specific wellness will have a marked advantage in the industry. Brands that understand the full spectrum of women's wellness will be better equipped for opening new pathways and products to address the growing intersection between wellness, health and beauty.
2. Greater Education and Transparency
As brands deepen investment in women-specific science, greater transparency around women-related topics will be needed. From sharing educational pieces to communicating science-backed results, brands have an opportunity to build greater conversations around underrepresented and "taboo" topics and educate consumers on critically relevant data—all while building consumer rapport and trust.
3. Lifecycle-Based Approach
Women’s needs shift dramatically throughout their lives—from puberty to pregnancy, postpartum, perimenopause and menopause. Brands that can tailor products to meet these life stages can create more meaningful products that can improve the daily lives of their consumers and personalize their product experience.
4. A Holistic Approach to Well-Beauty
More holistic approaches to maintaining overall health and well-being are tied, more than ever, to beauty. Outer beauty, now an indicator of inner beauty, highlights how interconnected the categories have become. Brands that integrate both beauty and wellness into their products are well-positioned to lead the future of the well-beauty category.
FOOTNOTES
awww.weforum.org/stories/2025/05/women-s-health-trillion-dollar-opportunity-investment/
cwww.corporate.oriflame.com/wp-content/uploads/2025/10/2025-Beauty-Wellbeing-Report_FINAL-2.pdf
eThis survey was conducted online within the United States by The Harris Poll on behalf of Bluemercury from August 19-21, 2025, among 2,091 adults ages 18 and older. The sampling precision of Harris online polls is measured by using a Bayesian credible interval. For this study, the sample data is accurate to within +/- 2.5 percentage points using a 95% confidence level. For complete survey methodology, including weighting variables and subgroup sample sizes, please contact Kaplow Communications.
gwww.health.harvard.edu/staying-healthy/treating-female-pattern-hair-loss
