DALLAS — Forty-eight-year-old Brandi McGruder knew something was changing when she walked into a Dallas steakhouse last spring wearing a sweater, only to feel frigid within minutes—and then break into a sweat so intense she had to step outside. That evening marked her first realization that she was likely entering perimenopause, the transitional phase before menopause that can last years and bring a cascade of symptoms from hot flashes and night sweats to mood swings and sleep disruption. Now, as conversations about menopause and perimenopause flood social media feeds and podcasts, women like McGruder are being targeted by a relentless wave of products promising relief—everything from cooling jewelry and hormone-free serums to light therapy masks and ingestible collagen—despite warnings from physicians that many are unproven, overhyped, or potentially harmful.
Why Menopause Is Becoming a Marketing Goldmine—and Why Doctors Are Worried
The surge in menopause-related marketing reflects a cultural shift: women are talking more openly than ever about the physical and emotional toll of perimenopause and menopause, a phase that typically begins in a woman’s 40s and continues into her 50s. According to the North American Menopause Society (NAMS), approximately 1.3 million women in the U.S. enter menopause each year, and about 6,000 women reach menopause daily. With social media platforms like TikTok and Instagram amplifying personal stories and celebrity endorsements, the conversation has gone mainstream—bringing visibility to a previously taboo topic. But that visibility has also fueled a booming market: the global menopause supplements market alone is projected to reach $24.7 billion by 2030, up from $15.9 billion in 2022, according to Grand View Research. Dr. Nanette Santoro, an OB-GYN professor at the University of Colorado Anschutz, calls the current marketing landscape “very, very aggressive” and “pervasive,” noting that patients are now walking into clinics with long lists of products they’ve already tried—often at significant cost.
The Science Behind Menopause: What’s Actually Happening in the Body
Menopause is officially diagnosed after 12 consecutive months without a menstrual period and marks the end of a woman’s reproductive years. It occurs due to the natural decline of reproductive hormones, primarily estrogen and progesterone. During perimenopause—the 2 to 10 years leading up to menopause—these hormone levels fluctuate unpredictably, leading to symptoms that vary widely from one woman to another. Common symptoms include vasomotor symptoms like hot flashes and night sweats (experienced by up to 80% of women), vaginal dryness, sleep disturbances, mood changes such as anxiety or depression, cognitive fog, and skin changes such as thinning and reduced elasticity. While some women experience mild discomfort, others face severe disruptions to daily life. The U.S. Food and Drug Administration (FDA) estimates that about 75% of women experience hot flashes during menopause, with 25% reporting them as severe.
What Works—and What Doesn’t: Separating Fact From Fiction in Menopause Products
Dietary Supplements: Low Risk, Low Reward
One of the most aggressively marketed categories is dietary supplements, often sold as capsules, gummies, or tinctures. Brands tout ingredients like black cohosh, evening primrose oil, soy isoflavones, and magnesium for easing hot flashes, mood swings, and sleep issues. However, clinical evidence is mixed at best. A 2020 meta-analysis published in *Menopause* found that while some plant-based supplements showed modest effects, most studies were small, short-term, and lacked rigorous controls. Dr. Santoro emphasizes that “dietary supplements have not been proven in multiple, well-done studies to alleviate hot flashes,” though she acknowledges they are generally low cost and low risk. Still, she advises patients to consult their doctor before starting any supplement to avoid potential drug interactions or side effects. For example, black cohosh has been linked to liver toxicity in rare cases.
Skincare and Cosmetics: Collagen, Retinol, and Sunscreen as the Real Stars
Menopause accelerates skin aging due to declining estrogen levels, which reduce collagen production and hyaluronic acid—key components of plump, hydrated skin. This leads to increased dryness, fine lines, and loss of firmness. Dr. Melissa Mauskar, a dermatologist at UT Southwestern Medical Center, recommends evidence-based skincare over trendy alternatives. She supports the use of prescription retinoids or over-the-counter retinols to stimulate collagen and reduce wrinkles, as well as moisturizers containing ceramides to restore the skin barrier. “Using a prescribed retinoid or an over-the-counter retinol can help,” she says. However, she warns against falling for “natural” or “botanical” ingredients without proven benefits. “Just because it’s natural doesn’t mean it’s better—and some botanicals are contact allergens that can make skin more sensitive.” She also dismisses ingestible collagen supplements, noting that while they may support joint health, there’s little evidence they directly improve facial skin. Meanwhile, consistent sunscreen use remains the gold standard for preventing further sun damage, which worsens skin aging.
Gadgets and Wearables: Cooling Tech and Light Therapy
Wearable devices like cooling bracelets, rings, and necklaces claim to regulate body temperature during hot flashes. Some clinical studies, such as a 2022 pilot study in *Menopause*, suggest that cooling jewelry may provide subjective relief for some users, though results are inconsistent. Similarly, red-light therapy masks are marketed as anti-aging tools for menopausal skin. Dr. Mauskar notes that while these devices are unlikely to cause harm, their benefits are often exaggerated. “Light masks won’t hurt, and some studies show they could help, but improvements take daily use for many years,” she explains. “They’re not a quick fix.” Regulatory oversight is limited, and many products fall into a gray area, lacking FDA clearance for specific menopause claims.
Hormone Therapy: The Gold Standard—When It’s Safe and Effective
For women experiencing severe symptoms, hormone therapy (HT) remains the most effective treatment for hot flashes, night sweats, and vaginal dryness. HT involves taking estrogen—sometimes with progesterone—to replace hormones the body no longer produces. According to the American College of Obstetricians and Gynecologists (ACOG), HT is safe for most healthy women under 60 or within 10 years of menopause onset. However, it is not suitable for everyone. Women with a history of breast cancer, blood clots, stroke, or heart disease are typically advised against it. Dr. Angela Angel, an OB-GYN at Texas Health Presbyterian Hospital Dallas, stresses that “not everybody needs hormone therapy, not everyone is a candidate for hormone therapy, not everybody should be on hormone therapy.” She adds that personalized medical evaluation is essential before starting HT.
Lifestyle Changes: The Overlooked Foundation of Menopause Management
Before turning to supplements or devices, experts recommend prioritizing lifestyle interventions. Regular exercise—especially strength training—helps maintain bone density, reduce hot flashes, and improve mood. A balanced diet rich in whole foods, fiber, and healthy fats can stabilize energy and support metabolic health. Weight management is particularly important, as excess body fat can worsen vasomotor symptoms. Dr. Monica Christmas, director of the menopause program at the University of Chicago Medicine, notes that “many symptoms actually get better over time,” and that self-care and patience are key. She also advises limiting alcohol and caffeine, both of which can trigger or worsen hot flashes.
The Emotional Side of Menopause: Community and Self-Acceptance
Beyond physical symptoms, menopause can take a psychological toll, especially in a culture that often equates youth with beauty and vitality. Many women report feelings of grief, invisibility, or frustration as their bodies change. For McGruder, the realization that she was aging brought a mix of emotions. “I don't like the way the symptoms have driven home that I'm getting older,” she said, “but I'm also embracing this time. I laugh. It's OK. Reach out to others experiencing what you are going through—don't take it so serious.” Her advice reflects a growing movement toward self-acceptance and peer support. In response to patient demand, Texas Health Presbyterian Hospital Dallas launched a menopause support group led by doctors, with sessions focused not only on symptom management but also on navigating the emotional journey.
How to Navigate the Menopause Marketplace: A Doctor’s Checklist
- Consult your healthcare provider before buying any menopause-related product or supplement.
- Look for products with peer-reviewed clinical evidence or FDA clearance for specific claims.
- Be skeptical of “natural,” “ancient remedy,” or “secret formula” claims—many lack rigorous testing.
- Prioritize lifestyle changes: regular exercise, balanced diet, stress management, and adequate sleep.
- If you choose hormone therapy, ensure it’s tailored to your medical history and current health status.
The Future of Menopause Care: Education, Access, and Innovation
As awareness grows, so does the demand for better menopause education and care. Organizations like NAMS and ACOG are working to standardize guidelines and improve physician training in menopause management. Meanwhile, telehealth platforms are making hormone therapy and specialist consultations more accessible. Clinical trials are also exploring new treatments, including non-hormonal medications like low-dose paroxetine (Brisdelle) for hot flashes and fezolinetant (Veozah), a neurokinin-3 receptor antagonist approved by the FDA in 2023 for moderate-to-severe vasomotor symptoms. Still, the gap between hype and science remains wide. Dr. Christmas cautions that “the marketing has outpaced the evidence.” For now, she and her peers advocate for a balanced approach: informed skepticism, evidence-based care, and compassion for women navigating this profound life transition.
“The marketing has gotten very, very aggressive. It's pervasive. But remember: if it’s a bracelet that’s going to cost you $20, it’s not a big expenditure. It might provide some improvement. But if you want something that works—come back, I'm not going anywhere, and I'll give you evidence-based treatment.” — Dr. Nanette Santoro, OB-GYN professor at the University of Colorado Anschutz
Frequently Asked Questions
- What are the most effective treatments for hot flashes during menopause?
- Hormone therapy remains the most effective treatment for moderate to severe hot flashes. Non-hormonal options include low-dose antidepressants like paroxetine (Brisdelle) and the recently approved medication fezolinetant (Veozah). Lifestyle changes such as regular exercise, weight management, and avoiding alcohol and caffeine can also help reduce symptoms.
- Are menopause supplements like black cohosh or evening primrose oil backed by science?
- Evidence for most supplements is limited. While some studies suggest modest benefits, results are inconsistent and many trials are small or short-term. The FDA does not evaluate supplements for safety or efficacy in the same way as drugs. Always consult a doctor before starting any supplement.
- Is it too late to start hormone therapy if I’m in my late 50s or 60s?
- Hormone therapy is generally considered safe for healthy women under 60 or within 10 years of menopause onset. After age 60 or more than 10 years post-menopause, risks may increase. A personalized evaluation with your doctor is essential to determine benefits and risks based on your medical history.
