Beauty’s Hormone Wellness Pivot
Published 25 May 2026
Elizabeth Bennett
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.
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.
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.
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.
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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