For years, hormone-related health issues—from period pain to menopause—have been either underrepresented or tiptoed around in mainstream marketing.
Thankfully, that’s changing. A new wave of hormone-conscious marketing is emerging: one that meets women where they are, across the full spectrum of their hormonal journeys.
Why Being Hormone-Conscious in Marketing Matters
Hormones impact far more than physical health—they can shape how women feel, function, and move through the world. From moods and energy to appetite, skin, sleep, and even how they interact with brands, hormonal shifts can be a powerful part of everyday life.
Consider the scope:
- Menstruation is a monthly reality for many, with symptoms that can affect energy, mood, sleep, and self-care needs.
- Menopause affects over 1.3 million new women in the U.S. every year, yet many still report feeling invisible in mainstream media and advertising.
- PCOS (Polycystic Ovary Syndrome) is one of the most common hormonal disorders, affecting approximately 5.2% of women of reproductive age in the U.S. (as of 2019).
- Endometriosis affects up to 10% of women between the ages of 15 and 44.
- And throughout these experiences, hormonal fluctuations can influence everything from sleep patterns to stress levels—factors that inevitably shape how women engage with content, products, and services.
By recognizing these experiences not just as medical conditions, but as real-life daily influences, brands can more effectively build messaging and products that feel more relevant to women consumers.
What Hormone-Conscious Marketing Looks Like
Menstruation
Many brands have moved beyond euphemisms to tackle periods head-on:
- U by Kotex launched the “Normalize Periods” campaign to destigmatize menstruation by using direct and unapologetic language in their advertisements. The campaign features bold video spots with women confidently discussing their bodies using anatomical terms like “vagina” and “vulva.” Additionally, the ads challenge traditional period product marketing by rejecting euphemisms and promoting open conversations about menstruation.
- Thinx has been a pioneer in reimagining period care and fostering open discussions about menstruation. Their marketing strategy includes bold messaging that challenges societal taboos and engages audiences through social media and influencer partnerships. By focusing on education and transparency, Thinx aims to make individuals feel more comfortable and confident in managing their periods
- August is a period care brand that emphasizes educational content and product transparency in the menstrual health space. They focus on creating period products that are sustainable and user-friendly, while also providing comprehensive information about menstrual health. August treats their audience as informed co-creators, fostering a community where menstruation is discussed openly and without embarrassment.
Menopause
Menopause, once a marketing blind spot, is finally entering the conversation:
- Stripes, which was launched by actress Naomi Watts in 2022, is a beauty and wellness brand specifically designed to address the needs of menopausal women. Drawing from her personal experiences with early menopause, Watts recognized a significant gap in the market for products catering to this demographic. Stripes offers a range of science-based products including vaginal hydration gels, facial moisturizers, and supplements, all formulated to alleviate common menopausal symptoms. The brand’s mission extends beyond product offerings; it aims to normalize conversations around menopause, empowering women to embrace this natural phase of life without stigma.
- Phenxx, an Australian wellness company, took a creative approach to destigmatize menopause through its “Australia’s Hottest Woman” campaign. The campaign invited women to share their personal experiences with hot flashes and night sweats—both common menopausal symptoms. By encouraging open dialogue, Phenxx aims to break societal taboos surrounding menopause. The campaign coincided with the release of Phenxx’s cooling bedding products, designed to provide relief for women experiencing overheating during sleep. Through this initiative, Phenxx not only addressed a specific need but also continued to foster a supportive community where women can share their stories and find comfort in shared experiences.
PCOS
Hormonal imbalances like Polycystic Ovary Syndrome (PCOS) affect many aspects of daily life—but the condition is often overlooked within the broader healthcare system. Here’s how some brands are stepping up to change that:
- Allara Health is a pioneering virtual care platform dedicated to providing holistic, patient-centered treatment for women managing PCOS and other hormonal conditions. By integrating medical care, nutrition counseling, and lifestyle coaching, Allara offers a multifaceted approach to address the diverse needs of individuals with PCOS. Patients are connected with a dedicated care team, including board-certified OB-GYNs, endocrinologists, and registered dietitians, who collaborate to develop personalized treatment plans. Allara’s commitment to accessible and specialized care has positioned it as a valuable resource for those seeking to navigate the complexities of PCOS.
- Intimate Rose, a supplement brand, offers a range of supplements tailored to address various PCOS symptoms such as irregular periods, acne, and fertility challenges. Their products are designed to provide natural approaches to symptom relief, emphasizing comfort and convenience for users. By focusing on the unique needs of women with PCOS, Intimate Rose empowers individuals to take control of their health and well-being.
Endometriosis
For too long, endometriosis has been misunderstood, underdiagnosed, and underrepresented. Today, some companies are stepping up to change that by using storytelling, science, and advocacy to push the conversation forward and better support this community.
- Libresse, a brand that specializes in period products, launched its #PainStories campaign in 2021 to shed light on the often-overlooked pain experienced by individuals with endometriosis. This initiative introduced the “Pain Dictionary,” a collection of terms derived from real descriptions by those suffering from the condition. Each term was brought to life through collaborations with artists, resulting in powerful visual representations that encapsulate the multifaceted nature of endometriosis pain. By fostering a culture of sharing and understanding, Libresse aims to close the “gender pain gap” and encourage earlier diagnosis and treatment.
- Hera Biotech, a women’s health biotech company, is dedicated to developing a non-surgical diagnostic test designed to detect and stage endometriosis accurately. Where traditional diagnosis often requires invasive laparoscopic surgery, MetriDx, Hera’s flagship technology, utilizes a uterine brush biopsy to collect endometrial cells, which are then analyzed for specific gene expression profiles associated with endometriosis. This approach promises a less invasive, more efficient pathway to diagnosis, potentially reducing the average eight-year delay many women face before receiving appropriate care.
How Women’s Health and Wellness Brands Can Act Strategically
Your hormone-conscious marketing isn’t limited to these four buckets, but they’re a powerful starting point for building more empathetic, relevant brand experiences. Here are some quick reminders to consider as you develop your strategy:
- Validate the experience: Use real voices and inclusive language.
- Think beyond pink: Not all hormone-related marketing needs to be “feminine” in tone. Focus on being helpful, honest, and human.
- Co-create with the community: If possible, partner with content creators who talk about hormone health in empowering, non-performative ways.
A note for pharmaceutical and healthcare brands: While the intention behind hormone-conscious marketing applies across sectors, brands in regulated industries may face limitations when it comes to making broad claims. Messaging should align with approved indications—but that doesn’t mean empathy, education, and awareness can’t play a powerful role. If you’re not sure where to start, check out our article “How Healthcare Brands Can Reach Patients in a Digital-First World”.
The Takeaway
From periods to menopause and so much more, women’s hormones shape how they feel, function, and engage. By acknowledging that, brands can unlock the opportunities to build deeper trust with their women audiences.
Interested in seeing this approach in action? Check out how we helped one women’s health brand spark national conversations and connect with consumers in meaningful ways.