Menopause Movements and Menopause Capitalism
As awareness of perimenopause and menopause experiences have grown, so have attempts to profit from them. But selling dubious products does not take our health needs seriously.
Drawing from their book, “Hot Flash: How the Law Ignores Menopause and What We Can Do About It,” legal scholars Bridget J. Crawford, Naomi R. Cahn, and Emily Gold Waldman discuss the growth of menopause movements and the subsequent development of menopause capitalism.
It's worth celebrating how perimenopausal and menopausal women are pushing back against gender norms and ageism. For instance, Melani Sanders, a 45–year old influencer and mother of three, shares videos on the "We Do Not Care" (WDNC) Club, discussing expectations she no longer cares about, like dress codes and painted toenails.
But others are flocking to the new menopause market merely in search of profit for themselves. Influencers, pharmaceutical companies, and even medical professionals are pushing new products and supplements. Many make dubious claims that they can relieve menopause symptoms like hot flashes, disrupted sleep, and memory loss. Crawford, Cahn, and Waldman criticize this new brand of menopause capitalism, which they define as “the marketing and selling of menopause-related products and services, often through feel-good messages of empowerment, by commercial actors with something to sell.”
The authors call for policy changes around menopause, including better regulation of treatments, supplements, and health apps. The difference between clinical advice and profit-motivated promotion needs to be clearer. We must also ensure that menopause care is affordable, and address the structures that block equal access to it. As the menopause market grows, we need systems in place to protect patients.
From menopause-focused telehealth platforms and tracking apps to dietary supplements and celebrity-backed beauty products, the market has exploded. Oprah Winfrey’s March 2025 prime-time special on menopause featured actors, entrepreneurs, and physicians. The show served as a watershed moment and a warning. On the one hand, the special destigmatized symptoms that millions of women experience. On the other hand, it blurred the lines between science and sales.
SOURCE: The Midst • AUTHOR: Bridget J. Crawford, Naomi R. Cahn, and Emily Gold Waldman
