🚨 The Menopause Maze: Are You Being Sold the Right Solutions?

Menopause is a Movement—But What Can We Trust?

The conversation around menopause has evolved from whispered discussions to a full-fledged movement. With a market projected to reach $24.4 billion by 2030¹, companies, influencers, and medical experts are all vying for attention. As we navigate this menopause renaissance, an essential question arises: How do we discern trustworthy information?

From 20 Years of Misinformation to a New Era of Confusion

For two decades, the Women’s Health Initiative (WHI) study shaped the narrative on hormone therapy, instilling fear about its risks—particularly regarding breast cancer and cardiovascular disease. This led to a dramatic decline in hormone replacement therapy (HRT) prescriptions, leaving many women to suffer in silence. Recent research suggests that the risks were overstated, especially for younger women in early menopause. Now, the pendulum seems to be swinging in the opposite direction, with some experts advocating for widespread HRT use. But have we fully reckoned with past misinterpretations, or are we jumping to new conclusions without all the data?

The Rift Between Societies and Emerging Voices

A significant divide exists between traditional medical societies and newer menopause advocates. Organizations like The Menopause Society base their recommendations on extensive research. However, research in women’s health notoriously lags behind. It takes an average of 17 years for medical research to become clinical practice², leaving many women in limbo.

Dr. Lisa Larkin, who has been on The Menopause Society Board of Trustees since 2018, was interviewed on Fempower Health in the episode The Truth About Menopause: Navigating Myths & Misinformation, Empowering Care, articulated this tension well: We’re in a moment where experts, societies, and influencers are all working with the best information they have. But the reality is, there’s still so much we don’t know.³ This lack of clarity fuels both skepticism toward medical institutions and enthusiasm for emerging voices who promise more immediate solutions.

Meanwhile, one of the most widely read menopause Substacks, The Vajenda by Jen Gunter, an OB-GYN and author, offered a warning: “Anyone can make a supplement and sell it. Anyone. The only real requirement for success is having a large social media following, being in healthcare, or preferably both.” ⁴

The Role of Social Media: A Double-Edged Sword

Platforms like Instagram, TikTok, and Threads have become powerful tools for disseminating menopause information. Influencers and doctors alike share bite-sized insights, but at what cost? The nuance of medical guidance is often lost in social media’s rapid-fire format. The recent So Hot Right Now menopause conference in Sydney became a flashpoint for these tensions. While figures like Dr. Louise Newson, Dr. Mary Claire Haver, and Dr. Kelly Casperson have amassed huge followings by providing accessible menopause education, critics argue that their guidance sometimes strays from evidence-based recommendations.

For example, testosterone therapy is gaining traction for perimenopausal and menopausal women, with some influencers hailing it as a game-changer. However, a recent New York Times article highlights that while low doses of testosterone can increase libido, many proponents are overstating its ability to boost mood, cognition, muscle strength, and heart health.⁵

The Emergence of Startups: Bridging the Gap or Profiting from It?

The unmet demand for knowledgeable menopause care has given rise to numerous startups, often backed by venture capital. These companies aim to fill the void left by traditional healthcare systems, offering telehealth services and personalized treatment plans. While they address a critical need—many women struggle to find doctors who understand menopause, and those who do often face high out-of-pocket costs—there are concerns about the quality and continuity of care.

Patients have reported challenges with follow-up, noting that some services prioritize efficiency over comprehensive care. Complex cases may be referred out, leading to fragmented care experiences. Additionally, while some platforms offer community support, such as private Facebook groups, free alternatives exist. The proliferation of high-cost events and services, sometimes featuring celebrity endorsements, raises questions about accessibility and the true value offered.

A Flooded Market: Who Benefits?

With menopause gaining visibility, companies are rushing to fill the void. From supplements and bioidentical hormone therapies to vaginal lasers and personalized health programs, the landscape is overwhelming. The commercialization of menopause isn’t inherently negative—innovation and investment can drive better care—but when marketing outpaces science, consumers are left vulnerable.

A personal essay in Boston Magazine captures this dilemma: “With each Instagram scroll, my menopause symptom list seemed to grow. Did I weigh too much? Was my hair thinning? Did my shoulders hurt? Soon, I wasn’t just counting symptoms—I was counting the specialists I’d need to see just to feel like myself again”.⁶

Where Do We Go From Here?

Women deserve better. The menopause movement is long overdue, but it must be grounded in evidence rather than hype. Here’s what we can do:

• Look for Consensus: Organizations like The Menopause Society offer vetted, evidence-based guidelines.

• Be Wary of Extremes: If a provider claims that every woman needs hormone therapy—or that no one should take it—proceed with caution.

• Demand More from the Medical System: Menopause education is still lacking in medical training. Advocating for better education will help close the gap between cutting-edge research and patient care.

• Stay Critical of Social Media Medicine: While social platforms can be a great way to find community and hear about new research, they should never replace direct medical guidance.

The menopause revolution is happening—but let’s ensure it’s driven by truth, not trends.

References

1. Grand View Research. Menopause Market Size, Share & Trends Analysis Report. https://www.grandviewresearch.com/industry-analysis/menopause-market

2. Rubin, R. (2023). It Takes an Average of 17 Years for Evidence to Change Practice—the Burgeoning Field of Implementation Science Seeks to Speed Things Up. JAMA. https://pubmed.ncbi.nlm.nih.gov/37018006/

3. Larkin, Dr. Lisa (2024). The Truth About Menopause: Navigating Myths & Misinformation, Empowering Care. Fempower Health.

4. Gunter, J. The Vajenda Substack.

5. Friedman, D. (2025). Testosterone Therapy for Menopause: What the Hormone Can, and Cannot, Do. The New York Times. 2025 February 4.

6. Baskin, Kara (2025). Everything I Wish I’d Known About Menopause, Boston Magazine. 29 January 2025.

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