On March 28, new vegan brand Womaness will launch several of its menopause products at select Target locations in major cities nationwide. The brand initially launched its 13-item vegan, cruelty-free, and dermatologist-tested collection on its website at the beginning of March with a diverse range of products catering to consumers who are experiencing perimenopause, menopause, and postmenopause. Founded by Michelle Jacobs and Sally Mueller, Womaness aims to give the menopause industry a make over by “taking the ‘pause’ out of menopause” and taking a positive approach to the often overlooked stage of life which is lauded with misconceptions. The 13-product collection is all under $40 and includes hormone-free supplements to promote vibrant hair, skin, and nails, as well as relieve menopause symptoms such as night sweats and hot flashes; a silicone vibrator to increase libido; a roll-on neck and décolleté serum; and various creams for the eyes, face, and body. The brand also offers products to treat dark spots and provide leak protection. 

Vegan menopause products for all

According to a recent report, approximately 1.1 billion women throughout the world will be postmenopausal by 2025. Additionally, 50 million women are approaching or currently in menopause and dealing with symptoms such as hot flashes, dry skin, sleep issues, and fine lines. “These women want the ideal mix of high-quality ingredients, sustainability, and style, just like their millennial counterparts,” Jacobs told VegNews. “Women over 50 have over $15 trillion in purchasing power, and they are the healthiest, wealthiest, and most active generation in history … yet most marketers write off consumers at age 49. We’re here to change that.” Mueller said she experienced the same market write-off after a doctor’s visit when she was sent home with a care package of menopause products that felt dated, dusty, and depressing. “There was clearly a huge opportunity to educate women in their 40s and 50s and provide them with high-powered, well-designed products that would address major symptoms due to changing hormones,” Mueller explained. 

Unlike current brands on the market, Womaness is combining the accessibility and affordable prices of drugstore items with the chic style and innovation of higher-end products. Working alongside a panel of menopausal experts including gynecologists, nutritionists, and skincare advisors, the duo set out to create products for the whole body rather than just one or two key issues. With clinically tested ingredients such as ashwagandha, bakuchiol, hyaluronic acid, and niacinamide, Womaness’ products have no added hormones and, in addition to being vegan, are soy-, nut-, and gluten-free.

Empowering women through conversation

To further empower and educate women experiencing menopause, Jacobs and Mueller launched “The After Party,” a private Facebook group, and The Woman Ambassador Program, that serves as a network for women to have conversations, share tips, and inspire each other. “We know the power of women telling their friends, co-workers about Womaness and the groundswell that it can create,” Mueller said. “We are tapping into this network to provide a feedback loop so we can continue to evolve our products and marketing. We want to feature these women in our marketing and leverage our platform to tell their stories and inspire other women.”   

Select Target stores and Target’s website will carry Me.No.Pause (symptom relieving supplements), Daily V Soothe (vaginal moisturizer), Here There Everywhere (body wipes), and Gold Vibes (silicone vibrator). On April 21, all 13 products will be available on Target’s website.