The landscape of menopause care has undergone a remarkable transformation in recent years, not only in terms of medical advancements and the conversation around it but also in its visual representation, from brand identity to packaging design.
There’s a noticeable divergence from the clinical and sterile aesthetic typically associated with menopause products. Instead, a new wave of brands is embracing elevated design and language that not only speaks to women’s agency and self-actualization in self-care but actively contributes to it, all with an undercurrent of refinement and timelessness.
One striking aspect of this design shift is the emphasis on packaging that feels more akin to luxury skincare or wellness products rather than traditional pharmaceuticals. Brands like Stripes, a holistic skin and wellness line founded by Naomi Watts, and Somé, luxury cooling sleepwear and sheets, have taken cues from high-end cosmetics, opting for sleek, minimalist packaging adorned with elegant typography and subtle branding. In some product lines, glass bottles, antique brass accents, and thoughtfully curated color palettes add elegance, making these products feel more like coveted beauty essentials rather than medicinal remedies.
Images © Stripes
Another notable trend in this space is the departure from gendered stereotypes and clichés. Unlike some period care products that lean heavily into overtly feminine branding, menopause brands like Stripes aim for a more inclusive and sophisticated aesthetic. By eschewing traditional notions of femininity, these brands cater to a diverse range of women, offering products that feel accessible and appealing to all. And, as we’re seeing more and more period care brands leave behind the stereotypical tropes, think August and Cora, and more platforms speaking opening up the period conversation, like The Period Conversation, it becomes a natural progression for menopause brands to do the same.
At the heart of this design evolution lies the concept of timelessness. Brands like Lusomé have drawn inspiration from iconic French elegance, aiming to create products that not only transcend age and resonate with women across generations but are timeless. “We’re trying to offer consumers products that are beautiful and thoughtful but also provide symptom solutions,” says Lara Smith, CEO of Lusomé and Somé. By infusing their designs with sophistication, these brands ensure that their products remain relevant and desirable, regardless of the customer’s age or stage in life. When creating her brand, Smith’s design aesthetic goal was that of iconic French supermodels. “I love their timeless elegance and aesthetic. And that’s how Lusomé was originally designed,” she notes.
Images © Lusomé.
Designers and brand creators are crafting products and experiences that acknowledge the emotional and physical journey of menopausal women. From soothing color palettes to ergonomic packaging, every element is thoughtfully curated to provide comfort, dignity, and a sense of empowerment to the consumer. No longer are menopause brands entirely focused on the bottom line. There’s a new understanding that products that relate more authentically to the consumer are the brands that will succeed.
“All these symptoms are wreaking havoc, from brain fog to hot flashes to emotional dysregulation and the fact that we can’t have kids anymore. That’s an emotional thing,” says Smith. “The empathy for male designers to put yourself in the shoes of a woman going through this transition is emotionally very challenging. How do we make her feel beautiful, comfortable, wrapped in elegance, and exuding confidence? That is important from a design point of view.”
Deb Millard, Brand President of Stripes, says, “I think it all goes back to the consumer. You must be in touch with who they are and what they’re looking for. If you’re doing something in an ivory tower, thinking this is what people want, you’re not in touch. You need to be in touch with your consumer. You need to talk to her; you need to understand her. Make sure you know who your customer is.”
“What needs to continue to happen is education and research, and doctors need to get trained on menopause. Women need to know what questions to ask and be empowered through their journey and how they deal with this,” notes Millard. “When all those things collide, this conversation won’t be a conversation anymore because it’ll just be how we live our lives. This is a moment in time when design and branding are helping crack open the conversation.”
The conversation is shifting from one that was hush-hush and full of shame to one that showcases the beauty in aging. “We want people to age; aging means that you’re still alive. And so for us, it is really about being supportive,” states Millard.
Hand in hand with the evolution of design and menopause education comes investors finding the value in menopausal care. “In the world of investment at getting private equity or tech venture or VCs to pay attention to startups, there is a trend of FemTech which covers period care, as well as menopause, or anything female health,” says Smith. “If there’s an influx of capital into brands, it allows us to do more research and infuse more design-related resources to make our brand stand out as it gets more competitive. I think it will continue to shift in the right way.”
As we navigate this new era of menopause care, it’s clear that design will continue to play a pivotal role in shaping the industry. With an increasing emphasis on aesthetics, inclusivity, and empathy, more brands will embrace these principles and revolutionize how we perceive and experience menopause. As consumers demand products that not only alleviate symptoms but also elevate their sense of well-being, the future of menopause care is undeniably bright, beautiful, and empowering.
The design evolution in menopause care represents a significant step in approaching women’s health and wellness. Brands are not only transforming the visual landscape of menopause products but also revolutionizing the way we think and talk about this paramount stage of life.
Header image © Lusomé.