Menowashing: What It Is and How Not to Fall for It

Let’s talk about menowashing. No, that's not a typo and yep, it’s a thing.

Much like greenwashing or pinkwashing, menowashing happens when brands jump on the menopause bandwagon, selling you products that promise to “fix,” “cure,” or “reclaim your youth” during menopause… without any real science or value behind them.

From overpriced supplements with vague claims to “hormone-balancing” skincare and $15 'menopause almonds', the market is suddenly very interested in our midlife experience — but not always for the right reasons.

How to Spot Menowashing:

Over-the-top promises: If it sounds too good to be true (“Eliminate all hot flashes overnight!”), it probably is.
Vague language: “Balances your hormones naturally” — okay, but how? And is there actual evidence?
Celebrity endorsements over credentials: Your favourite actress might swear by it, but what do medical professionals say? Hey, I love that celebrities are helping to shine a strong light on this important topic, but an endorsement isn’t evidence or science – or proof.
Fear-based marketing: If a brand’s main message is making you feel broken, aged, or “less than” — that’s a red flag. Using fear to make us feel better is ass-backwards. It’s a tired, old marketing tactic for profit, not solutions. 

How to Be a Discerning Consumer:

Check the source. Who’s behind the product? Is it a credible company with medical advisors or just a marketing team?

Look for research. Are there any studies cited or linked to this brand or their product? Do they reveal any clinical trials or peer-reviewed studies backing up their claims? If not, proceed with caution.

Talk to your healthcare provider. Before adding supplements or pricey gadgets to your routine, get advice from someone who knows your medical history. However, not all healthcare providers are educated, up to speed or comfortable recommending solutions or treatments for menopause so they may be wary. It’s wise to keep this in mind as some may discount a new product or treatment simply because of lack of knowledge.  This is where you’ll have to do some sleuthing.

Trust your gut. If a product feels gimmicky, it probably is.

Menopause isn’t a disease — it’s a natural phase of life. Marketers recognize the opportunities to support women in midlife health and to profit from us as well. And while there are legitimate treatments and lifestyle tweaks that can help you feel your best, don’t let brands cash in on your experience without delivering real value.

There are many great brands, resources and services coming to market to support us but it’s important to discern between helpful solution and snake oil salesman.

We're on a mission to personally review products and services so you have the intel you need to help you decide between 'buy' and 'RUN!'. We try before you buy. Look for the launch of our "Crash Test Fitness' YouTube series coming soon! Got something you want us to try - let us know! info@she2-0.ca.