Empowering Women with Emancipating Products

Period-Positive Progressions

Every day, around 300 million people menstruate worldwide, 84% of whom are affected by disruptive pain. Of the period products used, 90% are disposable (see Key Stats). There is substantial opportunity for brands to do better for the environment and make a positive impact on the daily lives of many.

Femtech Evolves

With femtech funding reaching $2.5bn in 2021 (McKinsey, 2022), tech-enabled and consumer-centric products targeting unfulfilled needs in the women’s health and sexual wellness space are no longer ‘niche’. Although the category is blossoming, pioneering brands aren’t resting on their laurels, instead pressing on to satisfy diverse preferences, become more sustainable, and create affordable and accessible offerings.

Mature Market Opportunities

Older women and female-identifying consumers are playing a bigger role in the mainstream beauty conversation, as shifts in product innovation and contemporary brand language shun negative stereotyping to help them age with confidence. In the mature beauty market, the menopause is a snowballing category with great commercial potential, if approached correctly.

Tackling Taboos

Stigma or shame surrounding women’s concerns such as intimate health, body hair and sweat is being tackled by smart, forward-thinking brands looking to normalise, even celebrate, everyday bodily functions and care routines. Within the evolving personal care category, authentic marketing layered with positive affirmations are strong, empowering directives.