A new white paper released by Australian health brand Eir Women is shining a much-needed spotlight on the challenges facing women aged 40–60—highlighting the emotional, physical and societal pressures that shape the midlife experience*. Based on the voices of more than 300 women, the report reveals a generation feeling overstretched, under-supported and increasingly invisible.

More than three-quarters of women in their early 40s say they feel overwhelmed, with many juggling the demands of careers, parenting, ageing parents and hormone-related health shifts. As they move into their 50s, the concerns evolve—but do not ease—shifting toward retirement anxiety, identity loss, and caregiving fatigue. Across both age groups, mental health challenges such as anxiety, burnout and depression remain prevalent, and the data shows that financial insecurity and lack of trust in healthcare providers continue to erode happiness.

Perhaps most confronting was the insight that relationship status doesn’t guarantee wellbeing: 26.5% of women in long-term partnerships said they were unhappy. Many cited emotional disconnection, while some single or widowed women described a stronger sense of identity and independence. Digital communities were identified as important spaces for solidarity, but respondents also underscored the enduring value of face-to-face friendships, local networks and shared experiences.

While the statistics tell a sobering story, the energy behind Eir Women comes from something deeply personal. The company was born not in a boardroom, but in moments of heartbreak and resilience. Co-founders Lisa Walker and Kate Guaran are two women who have walked through fire and emerged with a mission to help others find light again.

Lisa lost her husband Ben at the age of 47 to alcohol-related illness after a decade-long battle with addiction. A well-known media CEO, Ben struggled behind closed doors while Lisa carried the burden of keeping her family together, all while navigating the stigma of addiction in silence. On the day she found him—peaceful but gone—she knew it wasn’t just the end of a chapter, but the start of a new one. Her grief, which had long simmered beneath the surface, pushed her to re-evaluate everything. She chose to live for both of them, and for their two sons.

“I was done saying no to joy, no to life. So I said yes to everything,” Lisa says. “I created a new life from the ground up. We moved. We started over. I started pole dancing, said yes to new friends, new places, new challenges. It’s not about forgetting the past. It’s about refusing to let it define you.”

That ethos became her year of “Yes”—and the spirit that underpins Eir Women.

Kate’s own near-death experience shaped her path just as powerfully. While pregnant with her second child, she fell into a coma due to complications from swine flu and nearly died. She didn’t meet her newborn son until he was nearly three weeks old. For weeks, she hovered in a semi-conscious state, trapped between worlds, hearing the voices of her late father and sister beside her, urging her to fight. When she finally awoke, she had to relearn how to breathe, speak and walk.

“It was like waking up in someone else’s life,” Kate recalls. “I had no energy, no memory, and no connection to my newborn son. The physical recovery was one thing—but the emotional and mental toll lasted much longer. It taught me that life is fragile, and that health is everything. That experience changed my priorities forever.”

Together, Lisa and Kate poured their shared experiences—and their professional backgrounds in marketing, yoga, wellness and business—into creating something women like them had long needed: a health brand that didn’t patronise, oversell or gloss over the truth of midlife. Eir Women was the result. Named after the Norse goddess of healing, Eir reflects the strength, leadership and empathy both women wanted to embody—not just for themselves, but for the community they’re building.

Eir’s offerings include TGA-listed, naturopath-formulated supplements designed to tackle issues like hormonal weight gain, sleep disruption, mood balance and bone health. Products like Trimmed, featuring clinically backed Morosil, help manage stubborn abdominal fat, while Revival uses bioactive collagen peptides to improve skin, joints and bones. Each product reflects the founders’ belief in natural medicine that works—no fluff, no filler.

Their white paper is more than a marketing exercise. It’s a manifesto calling for change—in how we talk about women’s health, how we support mental wellbeing, and how we build communities that nurture rather than isolate. It’s backed by data, but fuelled by real lives and raw truths.

“I built a company while rebuilding my life,” Lisa says. “I wanted to show my sons—and myself—that you can lose everything and still choose joy. That the story isn’t over. That it’s never too late to start again.”

Kate agrees: “We’ve both come back from the edge. That’s why we’re so passionate about this stage of life—it’s not the end, it’s the beginning. And we’re determined to help other women see that too.”

With Eir Women, Lisa and Kate are not just offering solutions. They are leading a movement of women determined to reclaim their energy, their health, and their voice—one yes at a time.

*The survey was conducted online with a total of 322 participants across diverse regions in Australia. Of these, 278 respondents were within the target age group of 40-60, providing focused insights on midlife women’s health and happiness. It included both quantitative metrics, such as Likert scale ratings on well-being and satisfaction, and qualitative open-ended responses capturing personal experiences. Data analysis involved statistical evaluation and thematic coding, ensuring a holistic understanding of midlife women’s health and happiness.

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