Beauty brands may vigorously chase younger generations, but the growing number of older women in the world is becoming too huge to ignore.
According to Grand View Research, more than one billion women worldwide will be menopausal by 2025. In early 2022, the Australian Menopause Society reported that two million Australian women had recently gone through menopause with 80,000 entering post-menopause every year.
It’s also worth noting how time flies. The normal range of reaching menopause in Australia is 45 to 55 with an average of 51 years. The upper end of the Millennial demographic is already aged 41 years.
Naomi Watts has been at the forefront of fighting ageism in Hollywood. The Australian actress and star of the recently released movie, Goodnight Mommy, will debut a new brand called Stripes, which targets menopausal women, on October 11th. Principal distribution channels include Amazon and its own dedicated website, www.iamstripes.com.
There are 11 products in the lineup, including a cooling face mist, thickening scalp treatment, hydrating vaginal gel, probiotic supplements and body oils. Nearly all of the products contains ecotoine, a bacteria-based compound which protects cellular function and combats dry skin.
In an Instagram post, Watts writes “No more silence, no more secrecy, just real solutions and real talk.”
The products are backed by Amyris, the leading US synthetic biotechnology company, behind the Biossance, Rose Inc from Rosie Huntington-Whiteley, and Pipette brands. In Australia, Biossance is available from Sephora and Rose Inc is shoppable through Mecca.
Amyris and Naomi Watts announced a partnership in July last year to create a new consumer brand to provide science-backed, menopause wellness and personal care products. Amyris also acquired Onda Beauty, co-founded by Watts, earlier this year.
In addition to its own brands, Amyris also supplies ingredients, including its ground-breaking sustainable squalene, to some of the world’s top personal care brands to reach more than 300 million consumers.
Watts also plans to build a community around the Stripes brand, where women can share their experiences during and after menopause.
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