Beauty’s Hormone Wellness Pivot

Published 25 May 2026

Author

Elizabeth Bennett

8 min read

With consumers more clued-up than ever about their hormone health, beauty, personal care and wellness brands are shifting marketing tactics and innovating new, hormone-healthy, ‘non-toxic’ products in a commercial attempt to close the $1tn women’s health gap (McKinsey, 2024).

How Hormones Hit the Mainstream

Hormone-Safe Skin & Hair Routines

Rethinking Fragrance

Inside-Out Health

With increased knowledge sharing on social media, hormones are no longer a niche women's health issue or a concern reserved for middle age. Hormones are being repositioned as a core pillar of overall health, and consumers are looking at how their beauty and wellness routines can support this.

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With growing awareness around endocrine-disrupting chemicals and the impact of ‘chemical load’ on hormone health, a new breed of skincare and haircare brands are marketing themselves as hormone-safe.

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As fears grow around the chemicals used to create fragrance by those adopting hormone-focused health routines, swathes of consumers are rethinking their approach to fragrance, driving innovation across the perfume, candle and homeware categories.

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Brands are vying to take a chunk out of the global dietary supplement market – valued at $43.6bn in 2026 and projected to climb to $65.7bn by 2036 (Future Market Insights, 2026) – with hormone-friendly solutions. Elsewhere, wearable technology is finally catching up with the world of women’s health.

Beauty’s Hormone Wellness Pivot

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Topics

Fragrance

Haircare

Health & Wellness

Ingredients

Natural & Organic

Skincare

Vitamins & Supplements

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