In an era where women’s health is finally stepping into the spotlight, a troubling trend is emerging: meno-washing. Just as the world began to decode greenwashing in sustainability and pinkwashing in gender branding, meno-washing has arrived—where brands repackage everyday products as “menopause-friendly” to tap into a growing and vulnerable market.
But what does that mean for women in the Gulf, where conversations around menopause are just beginning to break cultural barriers?
🌀 Menopause in the Middle East: A Taboo Topic Meets a Billion-Dollar Market
Menopause, while natural, is far from simple. Symptoms like hot flashes, mood swings, joint pain, and sleep disturbances can stretch across a decade—beginning for some women as early as their thirties. And yet, access to reliable information and personalized care remains limited in many parts of the region.
Now, as the global menopause market races towards a projected $600 billion in 2025, commercial opportunism is taking center stage. From celebrity-backed supplements to “hormone-balancing” skincare, the wellness industry has found its next goldmine—often at the expense of science and sincerity.
“The menopause market has exploded with quick-fix solutions, many lacking robust evidence,” warns Sara Beattie, a menopause coach and positive psychology practitioner with clients across the GCC.
⚠️ What Is Meno-Washing?
Meno-washing is the practice of branding ordinary or unregulated products—snacks, teas, creams, even sleepwear—as menopause solutions without clinical proof or medical approval. Many of these products appear on Gulf-based e-commerce platforms and shelves, exploiting the lack of regulatory oversight in the wellness category.
“Women should be cautious. A lot of menopause-labeled products fall into the unregulated supplement category—they’re not required to prove safety or effectiveness,” explains Sharon James, co-founder of the GCC Menopause Hub, a regional platform advocating for education and support.
🎬 Celebrities, Supplements & the Hype Machine
Big names are adding glamour to the conversation—but experts warn against being dazzled.
- Naomi Watts launched Stripes, a menopause skincare line.
- Judy Greer’s Wile promises hormonal and emotional support for women over 40.
- Halle Berry is offering a full-blown “structured menopause program” via her wellness brand Re-spin.
While visibility is welcome, healthcare professionals in the region urge caution.
“The term ‘natural’ does not mean safe,” says Dr Mehnaz Abdulla, OB-GYN at Aster Clinic, Al Nahda, UAE.
“Many of these products are outside pharmaceutical regulation. Women must consult healthcare providers before starting anything marketed as a ‘menopause aid.’”
💄 Beauty Rebranded: The Skincare Shift
The beauty industry is among the biggest culprits of meno-washing. With declining estrogen levels affecting skin elasticity, hydration, and collagen, brands are using the menopause label as a new anti-ageing angle.
“Products once sold as anti-ageing are now being rebranded for menopause,” Beattie notes. “But age and hormone change are different. You can’t just slap ‘menopause’ on a bottle and call it a solution.”
🚩 Spot the Gimmicks: How to Recognise Meno-Washing
Here are tell-tale signs of meno-washing to watch for when shopping online or in Gulf wellness aisles:
🔹 Vague Promises: “Balance hormones” with no detail on how—or which hormones.
🔹 Fear-Based Marketing: Messaging that preys on insecurities about ageing or femininity.
🔹 Celebrity Endorsements: Star power over science.
🔹 Buzzword Overload: “Natural,” “ancient,” “bio-identical”—with no medical data.
🔹 No Clinical Trials: Lack of peer-reviewed studies or ingredient transparency.
“No single product can treat all menopause symptoms,” says Beattie. “Menopause affects multiple systems—neurological, emotional, cardiovascular—so beware of anything claiming to ‘fix it all.’”
✅ What Should Women in the Gulf Look For?
Not all menopause-related products are harmful—but smart shopping is key.
Here’s what to prioritise:
- Clinically Studied Ingredients: Such as vitamin D, black cohosh, or soy isoflavones.
- Third-Party Testing: Look for certifications (e.g., NSF, USP).
- Medical Endorsements: Products created with input from endocrinologists or gynaecologists.
- Reputable Sources: Backed by organizations like the North American Menopause Society (NAMS).
“Menopause is not a disease,” reminds Dr Giuseppe Bellucci, specialist in nutrition and longevity at Baldan, Dubai.
“It’s a personal transition that deserves individual care—through medical guidance, nutrition, psychological support, and if needed, carefully chosen supplements.”
🛡️ Final Word: Don’t Let Marketing Define Your Menopause Journey
For women in the Gulf and beyond, menopause is a deeply personal experience that deserves more than Instagram slogans or overpriced supplements. With fewer regional regulations in place, consumers must be especially vigilant.
Ask yourself:
- Is this product backed by clinical evidence?
- Who benefits—me or the brand?
- Am I informed or just emotionally persuaded?
As awareness grows in the Middle East, so must honest conversations and science-led solutions. Because women deserve more than marketing—they deserve meaningful support.
The Gulf Talk is committed to uncovering the truth behind wellness trends. For more insights into women’s health, follow our Health & Lifestyle coverage.
