Hosted by MakeTime Wellness, the session, “Women’s Brain Health: The Next Frontier of Wellness,” brought together co-founders Emma Heming Willis and Helen Christoni, alongside Dr. Austin Perlmutter of Big Bold Health, nutritionist Mona Sharma and moderator Dr. Will Cole, to examine epidemiology, metabolic pathways and retail positioning.
A central theme throughout the discussion was the mismatch between Alzheimer’s statistics and current retail targeting.
“One in five women will get Alzheimer’s compared to one in 10 men, and we aren’t talking about it,” Heming Willis said.
Panelists noted that this disconnect can limit awareness and product development geared toward women’s neurological health.
“When we walked down the supplement aisle, it felt very male focused,” Christoni said. “It was like a male performance aisle. When we ask women when someone last talked to them about their brain health, 99% of the time the answer is never.”
Prevention positioning drives category expansion
Panelists stressed that prevention may represent the most significant commercial and clinical opportunity for the category, particularly as understanding of disease progression evolves.
“The most important thing we can do about dementia is prevention, and food is one of the strongest levers we can pull,” Dr. Perlmutter said.
He added that roughly 60 million people globally are living with dementia, with prevalence expected to increase in the coming decades. Alzheimer’s disease accounts for an estimated 70% of cases, and women represent approximately two-thirds of diagnoses.
“By the time someone is diagnosed, changes have often been happening for years,” Dr. Will Cole said.
“Alzheimer’s can begin in the brain decades before diagnosis,” Heming Willis added. “We’re never too young to start thinking about brain health.”
Panelists said this framing may support earlier consumer engagement, particularly among women in their 30s and 40s, and might influence how brands position cognitive support products across life stages.
Metabolic health link informs formulation strategies
The discussion also highlighted growing evidence linking metabolic dysfunction and chronic inflammation to cognitive decline, reinforcing crossover opportunities between brain and metabolic health.
“Chronic inflammation in the brain is strongly correlated with depression, dementia and other brain diseases, and diet is one of the strongest tools we have to influence that,” Dr. Perlmutter said.
He pointed to research suggesting diabetes may significantly increase dementia risk, showing potential for formulations that address glycemic control, cardiovascular health and inflammation alongside cognition.
“Fiber, omega-3s, magnesium and polyphenols are nutrients most people aren’t getting enough of in the American diet,” he added.
Panelists noted that while condition-specific innovation continues, foundational lifestyle elements remain central to cognitive health outcomes.
“If you’re trying to hack your way to better health without mastering the basics, sleep, exercise, whole foods, you’re not solving the principal issue,” Dr. Perlmutter said.
Perimenopause identified as key consumer entry point
Panelists identified midlife, particularly perimenopause, as an important window when women begin to recognize changes in cognitive function.
“We can’t find our keys, we can’t stay on task, and we think, ‘What is happening?’” Christoni said. “A lot of that is hormonal fluctuation, and there are things that can help.”
Panelists linked symptoms including brain fog, stress and sleep disruption to hormonal shifts during this life stage, suggesting opportunities for integrated formulations spanning cognition, mood and hormone support.
“We’ve normalized feeling overwhelmed, tired and stressed, but chronic stress has real physiological effects on the brain,” Sharma said.
Cognitive longevity, concern about environmental factors match broader industry trends
While longevity remained a dominant theme across Expo West, panelists said cognitive health should be considered a core component of that positioning.
“There’s so much talk about longevity right now, but your brain health is the most important part of that conversation,” Christoni said.
“What’s the point of longevity if our brain isn’t together?” Cole added.
As interest grows in biological aging, metabolic health and preventive care, speakers suggested that brain health may serve as a unifying platform across multiple supplement categories.
Panelists also pointed to emerging research on environmental exposures, including microplastics, as an area of interest in cognitive health.
“There’s data showing higher levels of microplastics in Alzheimer’s brains,” Dr. Perlmutter said.
He noted that while the science is still developing, the topic may have ramifications for raw material sourcing, product quality and packaging considerations.
Moving forward, panelists said the next phase of cognitive product development may shift away from short-term performance benefits toward long-term brain health and resilience.
“Our mission is to get the world talking seriously about women’s brain health,” Heming Willis said.
