Beauty 4.0: The state of the menopausal beauty market

Menopausal beauty—a category addressing the unique skin care, hair care, and fragrance needs of women experiencing menopause—has seen a significant rise in attention and investment in the US beauty market. According to the National Institute on Aging, more than 1 million women in the United States experience menopause each year, representing a significant consumer market share. 

In this podcast, Christine Staples, CEO of Cohere Beauty, a prominent Custom Development and Manufacturing Organization (CDMO) specializing in beauty and personal care, shared her expertise on the transformative trends and innovations in menopausal beauty, providing valuable perspectives on product development, ingredient selection, and the future of fragrance in this burgeoning market.

Industry trends driving the menopausal beauty market

Several trends have converged to drive growth in the menopausal beauty segment. As the beauty consumer base ages, brands are increasingly focused on addressing the specific challenges that accompany aging and menopause, such as dry skin, thinning hair, and hormonal fluctuations that affect both texture and elasticity. This demand aligns with broader trends around personalized and targeted beauty solutions, essential for reaching today’s educated and discerning consumers.

According to a 2023 Mintel survey, 43% of U.S. women aged 45 and older actively seek skincare products designed for menopausal concerns, underscoring a significant demographic shift that beauty brands can no longer ignore. During the Beauty 4.0 discussion, Staples highlighted how Cohere Beauty meets this demand by pioneering formulations prioritizing ingredient efficacy, skin sensitivity, and user experience.

Cohere Beauty’s approach to beauty product development

The physiological changes associated with menopause can leave skin and hair dry, sensitive, and prone to increased signs of aging. Cohere Beauty's approach to addressing these challenges requires innovative formulations, careful ingredient selection, and a keen understanding of what mature skin and hair need.

Staples detailed how Cohere Beauty has dedicated research efforts to develop products that specifically address these issues, leveraging breakthrough ingredients that effectively tackle dryness, maintain skin’s natural barrier, and offer restorative properties. This approach helps ensure that the products are practical and gentle on mature skin, an essential factor for this demographic.

Ingredient & formulation challenges 

Staples highlighted emerging ingredients such as peptides and ceramides, which aid in moisture retention and barrier repair, and phytoestrogens, which mimic the body’s natural estrogen to support elasticity. These ingredients address visible signs of aging and cater to specific menopausal concerns like increased dryness and sensitivity. 

Creating products for menopausal skin and hair isn’t without its hurdles. Staples shared that one of the primary challenges is formulating products that deliver efficacy without compromising skin comfort or safety.

Detailing how the testing process even includes testing products on her own face,  rigorous product R&D allows Cohere Beauty to create products that perform well without causing irritation—an essential consideration for brands aiming to gain consumer trust and loyalty in this space.

The shift toward low alcohol-based fragrances

An intriguing trend highlighted in the podcast is the shift towards low alcohol-based fragrances. Traditional fragrances often contain high levels of alcohol, which can dry and irritate mature skin. However, the rising demand for alternatives has led brands to explore lower-alcohol formulations that are gentler on the skin.

Staples emphasized that the low-alcohol trend isn’t only about skin sensitivity but also aligns with consumer preferences for sustainability and transparency. She noted that many beauty consumers today are concerned with the environmental and health impacts of the products they use, adding that consumers expect these products to perform on par with traditional formulations.

The sustainable push in fragrance is also driven by the need to reduce waste and harmful chemicals. Staples explained how Cohere Beauty incorporates natural, plant-based solvents as alternatives to traditional alcohol in their fragrances, offering a safer option for mature skin while reducing environmental impact.

This innovation not only appeals to eco-conscious consumers but also fulfills the needs of the menopausal beauty demographic, a segment that often seeks cleaner, gentler, and more sustainable beauty products.

Collaborative opportunities for beauty brands and manufacturers

One of the essential takeaways from the conversation is the importance of collaboration across the industry to drive meaningful innovation. Cohere’s collaborative approach emphasizes an open dialogue between manufacturers and suppliers, allowing them to leverage shared insights and resources to create products that resonate with consumers. This spirit of collaboration is vital for advancing the menopausal beauty space and meeting the demand for inclusive, targeted products that prioritize both efficacy and safety.

The focus on menopausal beauty is only expected to grow, and brands that embrace this segment now are likely to secure a loyal consumer base for years to come. As more companies recognize the potential to address the unique needs of menopausal women, ingredient innovation and formulation techniques will continue to evolve, offering increasingly sophisticated and effective solutions. Menopausal beauty is not merely a trend but an acknowledgment of an essential, previously underserved demographic in the beauty industry.

Stay tuned to Beauty 4.0 for more insights into how the beauty landscape is evolving to meet the needs of today’s diverse consumer base. For more in-depth discussions on industry trends and innovation, follow us on social media, subscribe to our newsletter, and keep listening to our podcast.