Most new products may be best understood as smarter segmentation, reflecting a growing positioning that women experience hormonal change differently, earlier and across a wider range of symptoms than the category previously commercialized.
This evolution has been influenced not necessarily by a step-change in science but by broader trends across gut health, stress and longevity, a strategic upstream shift toward perimenopause as entry point, rapid experimentation with consumer-friendly formats and an exploration of ingredients beyond the traditional herbal blends.
Below a look at some of the launches within the last year targeting hormonal, heart, eye, brain, gut, hormonal, metabolic and vaginal health to try to keep women feeling their best naturally along the variable menopause journey.
O Positiv MENO Extensions
O Positiv had one of the most aggressive expansions in the category, launching specialized products to address the cardiovascular, visual and cognitive changes that women often experience in peri- and post menopause, signaling a shift from symptom relief to a modular system that supports healthy aging and longevity framing.
“Menopause impacts almost every part of a woman’s life—her body, her energy, her clarity, even how she feels day to day,” said Brianna Bitton, co-founder of O Positiv Health in a launch release. “Our goal with the MENO line has always been to make this transition feel more supported and more understood.”
Additions to the lineup, which is positioned for menopause and healthy aging, include MENO Heart + Blood Pressure Support (niacin, CoQ10, Heart Positiv Blend of beet root, olive leaf, pine bark and saffron stigma extracts), MENO Eye Health (vitamin A, lutein and zeaxanthin, Vision Positiv Blend of bilberry extract and lycopene), MENO Brain Health + Memory Support (vitamins B6 and B12, Neuro Positiv Blend of sage leaf extract, phosphatidylserine, creatine monohydrate and Huperzine A) and MENO Collagen Protein Powder (whey protein, collagen Types I & III, ginseng, vitamin B6 and B12, women’s probiotics and 10+ superfood ingredients) for women 40+ to support skin, bone and joint health during hormonal transitions.
Thorne’s Perimenopause Complete and Libido Boost
Thorne Health is calling attention to perimenopause and libido with its latest product launches, accompanied by a campaign featuring professional ballet dancer and activist Misty Copeland and actress Lana Condor. Perimenopause Complete supports mood, sleep and balance during perimenopause with vitamin B6, the South Korean EstroG-100 botanical blend and hops extract. Women’s Libido Boost—formulated with shatavari, FenuSmart (fenucreek seed), Liboost (damiana leaf) extracts—targets desire, intimacy and emotional connection. The campaign launched April 6 and runs across TV, digital, social, influencer and experiential channels through June 7 across the United States.
Opens in new windowMyOva’s Menoplus for PCOS
MyOva launched Menoplus, presented as the first menopause supplement created specifically for the hormonal and metabolic profile of women with PCOS navigating midlife.
The blend of 2000 mg myo-inositol + D-chiro inositol, shatavari, maca, sage, hop extract and red clover targets hormonal balance, energy, mood and overall well-being through perimenopause and menopause.
“[One] in 10 women have PCOS,” Leila Martyn, founder of MyOva posted on LinkedIn shortly after launch. “Those same women eventually reach perimenopause and menopause. The insulin resistance, the metabolic challenges, the hormonal complexity they’ve been managing for decades, it doesn’t disappear. It just changes shape.”
Elénzia’s Control
UK-based wellness brand Elénzia launched Control, designed to naturally support GLP-1 levels, reduce cravings and boost metabolism in women experiencing the metabolic challenges of midlife from peri to post menopause.
The supplement contains clinically studied ingredients including Eriomin (a lemon bioflavonoid complex from Ingredients by Nature) and Siliphos (milk thistle extract from Indena) which provide support for vital organs such as the liver and thyroid.
“Control enters the market at a time where harnessing glycemic management as a tool for weight loss and metabolic health is at an all-time high,” said Alexander Pilawski, innovation manager and nutrition scientist at Elénzia. “As the market becomes more and more saturated, it is important to provide distinguishing factors that carve out a niche.”
Opens in new windowIngredients include choline bitartrate, lemon extract (citrus limon) Eriomin, bitter melon 10:1 extract (Momordica charantia), milk thistle extract (Silybum marianum) Siliphos, zinc bisglycinate chelate, L-selenomethionine, potassium iodide, chromium picolinate, capsule shell (hydroxypropyl methylcellulose). (NutraIngredients coverage)HuonsN Eluvi Menolacto Origin
South Korean HuonsN, a subsidiary of the pharmaceutical and healthcare conglomerate Huons Group, expanded its Menolacto range with the launch of Eluvi Menolacto Origin, a health functional food product formulated exclusively with women’s menopause probiotic Lactobacillus acidophilus YT1. It is the only probiotic recognized by the country’s Ministry of Food and Drug Safety for its effectiveness in improving women’s menopausal health.
Menopausal symptoms targeted include hot flashes, vaginal dryness and discharge, nervousness, depression, fatigue and overall quality of life of life. Other products in the range are the Menolacto Pro powder, Menolacto Probiotics, Menolacto Premium and Menolacto Premium Ginkgo.
Feel Supreme’s The Bloom Collection
UK-brand Feel Supreme launched its new The Bloom Collection range into independent retailers in February.
The range features three products: Meno Bloom with SRI-81 Shatavari and KSM66 Ashwagandha for hot flashes, mood and libido from pre through post menopause, Mind Bloom with Cognivia, a patented blend of two sage extracts for memory and brain fog, and Cycle Bloom with chasteberry, magnesium and methylated B vitamins including methyl folate rather than folic acid to support mood, cramps, energy levels and hormonal regulation.
Mind Bloom includes a QR code on pack that directs users to an app that tests their memory and monitors improvements over time.
AZO Daily Pre-Menopause Support
AZO, which has historically been UTI-focused, moved into menopause with the mass-market launch of its line of phase-, time- and symptom-specific SKUs into Target and Walmart.
Accompanied by the tagline “Unmute Menopause”, the collection includes Daily Pre-Menopause Support capsules with black cohosh, isoflavones and CQR-300 for night sweats, hot flashes and weight management, Daily Menopause Support + Vitamin D with genistein for hot flashes, night sweats and bone health, Menopause Relief Daytime Gummies with genistein for hot flashes and night sweats, and Menopause Relief Nighttime Gummies with genistein and melatonin for hot flashes, night sweats and sleep.
Love Mushrooms Empower Duo
Scottish supplement brand Love Mushrooms launched two capsule lines containing a range of mushroom species plus adaptogens and micronutrients to support up to 34 signs of menopause.
“We’ve started to focus more on the need states of our consumers,” Smith Feeney, founder of Love Mushrooms, said soon after launch. “We noted that a lot of women’s wellness supplements will target certain symptoms with minimal quantities of active ingredients. We focus on providing efficacious doses of all active ingredients listed on our jars, while maintaining an affordable price point.”
The peri-menopause capsules contain lion’s mane, maitake, cordyceps and reishi mushrooms, alongside ashwagandha, saffron, red clover and dong quai, zinc, magnesium, vitamin B6 and D3. The menopause supplement lists lion’s mane, shiitake, maitake, cordyceps and reishi mushrooms, in addition to red clover, sage, hops, saffron, magnesium, zinc, vitamins B6, B12, D3 and K2 and folate.
Opens in new windowLove Mushrooms’ capsule lines launched to focus more on the need states to support up to 34 signs of menopause. (NutraIngredients coverage)Stada’s day and night capsules
Global pharmaceutical and consumer healthcare company Stada introduced Lactoflora Menopausia Día & Noche, formulated with Gyntima Meno strains from AB-Biotics to support estrogen-regulation via the gut microbiome through the estrobolome—a subset of gut bacteria that produces enzymes to metabolize and regulate the body’s estrogen levels.
During menopause, declining estrogen triggers dysbiosis, reducing the estrobolome’s ability to recycle estrogen, which worsens symptoms like weight gain, hot flashes and bone loss.
A pink daytime capsule provides 9 billion CFU of Gyntima Meno and L. fermentum probiotics to support the natural hormonal balance of the gut microbiota, vitamins B6 and B7 to help regulate hormone activity and keep skin and protect mucous membrane integrity, and vitamin D for bone and immune health and to combat fatigue.
The blue nighttime capsule contains melatonin for sleep, Cimicifuge for hot flashes, night sweats and irritability, and magnesium for fatigue.
Season34’s nine targeted formulations
Launched in early 2026 by supplement startup Season34, this line features nine targeted formulations based on the 34 common symptoms of perimenopause and menopause. Products are marketed as part of a symptom management system that allows women to personalize their treatment based on where they are in their menopause journey.
“Menopause isn’t something to endure, it’s something to own,” said Irene Rojas Stanbury, CEO at Season34, who co-founded the company with her gynecologist mother Dr. Maria Stanbury. “Season34 delivers science-backed, natural solutions that help women stay strong, balanced and unapologetically themselves through every stage of life.”
Products include Beauty Blend Bone & Joint Health, Cardiovascular Support, Hormonal Balance, Menopause Synbiotic, Metabolic, Mood & Neuro Support, Sleep & Relaxation and Urinary Balance. They feature trademarked ingredients including CeraLok, keraGEN-IV, KSM66 Ashwagandha, Veri-te Resveratrol, OptiFlavone, Garlzac, Menofelis, SynbÆctive, FloraSMART, FiberSMART, BacoMind, Saffr’Activ and Exocyan.
Opens in new windowSeason34 CEO Irene Rojas Stanbury discusses he rise of personalized menopausal care in the dietary supplement industry. (NutraIngredients coverage)Nature’s Bounty Optimal Solutions Advanced Menopause Relief
Nature’s Bounty introduced its Optimal Solutions Advanced Menopause Relief tablets as part of a new line of supplements for women’s wellness, health longevity and digestive health, available at major retailers including Walmart, Amazon, CVS and Walgreens.
The blend features saffron extract and Siberian rhubarb, designed to alleviate common menopause symptoms like hot flashes, night sweats, mood swings and anxiety during various stages of menopause.
Desert Harvest’s aloe + human identical lactoferrin
U.S.-based global aloe vera supplement brand Desert Harvest teamed up with Helaina Biotech, makers of effera, for the launch of the first menopause supplement to feature human-identical lactoferrin.
“This product was developed in response to consistent feedback from clinicians and women in midlife who wanted non-hormonal options for fatigue and iron imbalance, vaginal dryness, gut shifts and immune stress,” said Heather Florio, CEO of Desert Harvest. “Effera Human-Identical Lactoferrin is well suited to these needs.”
The new Desert Harvest supplement combines 300 mg of effera with its proprietary Super Strength Aloe Vera, long used to soothe mucosal tissue and aid nutrient absorption. The formula is designed to address hormonal fluctuations and vaginal dryness, iron deficiency and fatigue, gut and microbiome changes, and inflammation and immune stress.
Opens in new windowDesert Harvest’s menopause supplement is formulated with effera, a human-identical lactoferrin produced by Helaina via precision fermentation. (NutraIngredients coverage)Sentro Labs Harmony and Equilibrium
Irish startup Sentro Lab entered the market with a collection of menopause, hormonal balance, sleep and stress supplements to manage symptoms of perimenopause and menopause.
Positioned as premium, natural and free of artificial hormones, the Harmony Hormone Complex formula for mood, energy and clarity features lion’s mane, magnesium, selenium, vitamin D with K2, zinc and vitamins B6 and B12. The Equilibrium Sleep and Stress Complex is formulated with Ashwagandha KSM-66, magnesium, L-theanine, L-ornithine, chamomile and hops and lemon balm extract.
Laboratoire PYC’s Woman Nature
White label manufacturer Laboratoire PYC, a French subsidiary of Solina, introduced Woman Nature, a range of seven products to address health concerns across a woman’s lifespan.
Its menopause offerings include Meno Balance, a combination of plant extracts and highly bioavailable magnesium to support emotional well-being, and Meno Fresh with sage and hop extracts to help reduce hot flashes, night sweats and sleep disruptions.
“Women now expect targeted, symptom-based solutions rather than generic multivitamins,” Aurélie De Schuyteneer, marketing manager at Laboratoire PYC, said following the launch. “They want science-based food supplements that accompany them at every life stage, from preconception to menopause.”
Opens in new windowAs part of its Woman Nature launch, Laboratoire PYC launched menopause-specific Meno Balance and Meno Fresh products. (NutraIngredients coverage)Sisterhood Supplements for perimenopause
Sisterhood Supplements launched last year in response to founder Kami Muramoto’s lived experience battling the sleep disruption, brain fog, mood swings, weight changes and anxiety that may accompany the menopause transition.
“Perimenopause can begin as early as the mid-30s, and many of the early symptoms often go unnoticed,” she said. “I created Sisterhood Supplements to help women understand what’s happening to their bodies and provide a safe, natural way to feel better during this challenging time.”
Lifestyle support formulas manufactured by Vox include Brain Fog and Energy (lion’s mane, L-theanine, bacopa, rhodiola and pyridoxine HCL powder vitamin B6), Calm Nights (valerian, magnesium bisglycinate, ashwagandha, L-theanine and melatonin) and Hormone Balance (maca root, chaste berry, damiana, ashwagandha, calcium D-glucarate and zinc picolinate).
The company is also committed to educating women on the realities of perimenopause and offering a community of support with access to resources and information on its platform.
Apothékary’s Every Phase
Japanese wellness brand Apothékary entered the global women’s health space with the launch of it Every Phase tincture, designed to support women through PMS, perimenopause and menopause.
“This was created as a supplement that grows with women—from their first period to menopause,” said Shizu Okusa, founder of Apothékary.
The formulation combines plant-based ingredients including shatavari root, chaste tree berry, lemon balm and Pycnogenol Mediterranean pine bark to help manage hot flashes, mood swings, sleep disturbances and cycle comfort.
Opens in new windowInstead of segmenting, Apothékary’s Every Phase product supports women through PMS, perimenopause and menopause. (NutraIngredients coverage)
These brands joined products on the market including but not limited to Centrum Menopause Multivitamin, Bayer’s One A Day Women’s Menopause Multivitamin Formula, Thorne Perimenopause Complete, New Chapter Estrotone, Life Extension Menopause, Peri Essential 5 by NNABI, GNC Women’s Menopause Formula, Nouri Menopause Probiotic, OLLY Balanced Perimeno and OLLY Mellow Menopause, ProAge Meno Gummies, Bonafide Thermella, Hello Lovely! Menopause Supplement, Dr. Kellyann &ME Peri + Menopause, O Positiv MENO Capsules and Gummies, Rowe Casa Menopause Drops, Womaness Me.No.Pause, Perelel Perimenopause Support Pack, Estroven Menopause Stress Relief & Energy Boost Caplets, Pharmalinea >Your< Meno Ease Capsules, Ancient Nutrition Menopause + Collagen, Mixhers Menopause Support Drink Mix and CVS Menopause Support Capsules.
Key takeaways
The menopause supplement market is expanding through segmentation: Growth is being driven by more SKUs targeting specific symptoms, stages and use occasions, rather than major scientific breakthroughs. Innovation is largely about positioning, format and ingredient storytelling, not fundamentally new mechanisms of action. Brands are launching day, night, sleep, mood, brain and vaginal specific products rather than one catch all condition supplement, reflecting a broader move toward stackable, modular solutions.
Perimenopause-first positioning is a major strategic shift: Many brands now treat perimenopause as entry point, acknowledging earlier onset, wider symptom variability and unmet needs before menopause diagnosis.
The category is influenced by aging, longevity and performance framing: Menopause is increasingly positioned as part of healthy aging, with crossover into collagen, protein, cognition, heart, eye and metabolic health.
Formats matter: Gummies, powders, collagen hybrids, liquid drops and day/night capsule systems are key drivers of differentiation. Many launches prioritize consumer-friendly delivery and lifestyle branding over clinical novelty.
Brands rely heavily on branded ingredients to signal credibility: Ingredients like genistein, Pycnogenol, EstroG 100 and KSM 66 Ashwagandha are used to convey evidence and differentiation versus traditional herbal blends.
Mainstream retailers are validating and normalizing the category: Large brands and retailers (mass market expansions and store brands) signal that menopause supplements are becoming as normalized as prenatal vitamins. Dedicated menopause friendly retail spaces are planned, improving visibility and accessibility.
Fast growing DTC brands are the primary innovation layer: DTC brands lead in modular systems, symptom stacking, premium lifestyle positioning and rapid SKU expansion. Here, innovation is more about choice architecture than breakthrough efficacy.
Several micro categories are emerging: Growth areas include cognitive support, sleep specific formulas, sexual and vaginal health, gut estrogen metabolism and stress/cortisol support. There remains white space in post menopause in areas such as weight and insulin resistance, bone density innovation, muscle loss, and sleep and brain fog solutions.
