The Red-Washing of Our Menopause. How Slapping “Menopause” on a Label Makes It Pricier, Not Better.

I felt compelled to write this piece after months of having a good (and justified) moan about how big business is cashing in on our hormones. Menopause – once a whispered word – is now suddenly marketable, and corporations are seizing the opportunity to monetise our midlife shifts. From overpriced supplements to unnecessary “menopause-friendly” rebrands, the opportunism is hard to ignore. I’ve also been inspired by some brilliant LinkedIn voices speaking out on this, especially Karen Abernathy and Karen Newby, who’ve both shared excellent insights into the rise of menopausal marketing.

Let’s call this what it is: red-washing.

Just as we’ve seen pink-washing in the LGBTQ+ space (rainbow packaging in June, silence the rest of the year) and grey-washing aimed at the older market (more beige, more expensive, fewer features), red-washing is the latest iteration of performative capitalism. It’s when the word “menopause” is slapped onto a product—whether it’s needed or not—usually accompanied by an inflated price, a muted burgundy aesthetic, and vague promises of “support” or “balance”.

Let’s unpack this menopausal money-grab with real-life examples, some righteous indignation, and a few hard facts.

What Is Red-Washing and Why Should We Care?

Red-washing plays on the idea that menopausal women are vulnerable, in need of fixing, and—crucially—willing to spend to feel better. And let’s be honest: many of us are actively looking for ways to manage the ups and downs of midlife hormones. That’s not weakness—it’s pragmatism.

But instead of being met with robust medical support and sensible advice, we’re being bombarded with £45 collagen sachets, “cooling” pyjamas that cost more than a duvet, and skincare lines with marketing fluff about “hormonal resilience”. Newsflash: dry skin in your fifties does not require a rebrand and a remortgage.

Let’s Name Names

Let’s talk specifics. Boots, a trusted British high street staple, launched a menopause skincare line that claims to help “restore balance” and “boost confidence”. But a quick glance at the ingredients shows little that’s different from their regular products—just a slightly tweaked scent profile and a packaging makeover in muted tones. Oh, and the price? A cool 30% more than their standard range. We’re not talking luxury here; we’re talking hyaluronic acid with a side of hormone hype.

Then there’s Wellness Warehouse, a lifestyle retailer marketing everything from “menopause teas” to hormone-supporting crystal rollers. Their flagship product? A £24 herbal blend claiming to regulate oestrogen. Spoiler alert: it contains chamomile, peppermint, and red clover—ingredients commonly found in your average £2 supermarket box of bedtime tea. Red clover can have mild phytoestrogenic effects, but the science is patchy at best, and the markup is undeniably wild.

Even beauty brands like Clarins and No7 are in on the act, rebranding products already suitable for mature skin as “menopause solutions” with glossy campaigns and careful celebrity endorsements. It’s skincare with a side of smoke and mirrors.

What the Experts Say

Thankfully, it’s not just us midlife moaners raising eyebrows—credible experts are calling out the red-washing too.

🔍 BBC Radio 4’s Sliced Bread launched an investigation into menopause supplements in their Menopause Supplements episode. Hosted by Greg Foot, they gave GP Dr Helen Wall (who runs a menopause clinic in Greater Manchester) the platform to vet these products. Her verdict was line-in-the-sand clear:

“I’m afraid I’m going to have to fall down on marketing BS.”

She emphasised that while standard nutrients like vitamin D and magnesium might support general health, there’s no compelling evidence to justify specialised “menopause” blends—unless your wallet benefits.

🔬 Meanwhile, Which? conducted a 2023 investigation revealing that so-called menopause-specific supplements and products often mirror generic counterparts—same ingredients, same formulation—but carry steep price increases. Their core finding: the elusive menopause tax remains unchallenged by proof. 📌 [Which? menopause consumer report]

🏷️ The British Menopause Society also chimed in, stating that the term “menopause-friendly” is entirely unregulated. That allows brands to use it freely—no questions asked—even on products that barely touch menopausal health. 📌 [British Menopause Society guidance]

👵 And don’t forget the Centre for Ageing Better, which documented a parallel trend they call “grey-washing”: overpriced, patronising goods rebranded for older adults—think “age-friendly” kettles or toothpaste. Red-washing? Just the menopause version of the same cynical packaging. 📌 [Centre for Ageing Better grey-washing report]

Dr Helen Wall’s verdict from Sliced Bread—and the corroborating concerns from Which?, BMS, and Centre for Ageing Better—tells us this: red-washing isn’t just amateur marketing. It’s a full-blown strategy, tested and endorsed by the very experts we trust.

Drawing Parallels: Pink-Washing, Grey-Washing, Red-Washing

We’ve been here before. Pink-washing sees corporations brand themselves as LGBTQ+ allies when it suits their PR schedule. Rainbow everything in June; tumbleweed in July.

Grey-washing targets older adults with products that overpromise and underdeliver. “Age-appropriate” often means “toned-down and triple the price”.

Red-washing is the menopause edition: “Support for your changing needs” becomes shorthand for “We know you’re sweating, tired and foggy, so you’ll probably buy anything right now.”

It’s a deeply patronising tactic, disguised as empowerment.

But Don’t We Need Support?

Yes. We absolutely do. Menopause is often underdiagnosed, misunderstood, and unsupported in medical settings and workplaces alike. But that doesn’t mean we deserve to be fleeced.

We need:

• GPs who know more about HRT than they do about haemorrhoids.

• Workplaces that understand why brain fog isn’t laziness.

• Peer support that isn’t wrapped in rose-gold packaging and sold as a subscription box.

Support isn’t a moisturiser. It’s a movement.

How to Spot Red-Washing in the Wild

Here are three simple questions to ask when you see a menopause-labelled product:

1. Is the product materially different from the non-menopause version?

2. Is there clinical evidence supporting the claims?

3. Would I buy this if it didn’t mention menopause on the label?

If the answers are no, no, and not in a million years – put it back on the shelf, my friend.

A Better Way Forward

Let’s stop letting corporations define what menopause care should look like. Let’s invest in:

• Proper, personalised healthcare.

• Evidence-based information.

• Community-led support and advocacy.

• And yes, maybe the odd herbal tea – but only if you actually want it.

Our hormones are not a marketing opportunity. They’re a biological phase of life. We’re not broken, fragile, or desperate – we’re just evolving. And we deserve better than being red-washed into submission.

#RedWashing #MenopauseNotMerchandise #MidlifeMoneyGrab #NoMoreMenopauseTax #HormonesNotHype #MenopauseMarketingMadness #CallOutTheCorporates #PauseAndEmpower