Interest in perimenopause and sexual wellness is rising, but both remain fragmented categories with limited consumer guidance and inconsistent product positioning. That gap between demand and clarity is shaping innovation strategies, according to Mary Beech, Thorne’s chief growth officer.
“At Thorne, we pay close attention to the gap between what people are searching for and the quality of answers available to them,” Beech told NutraIngredients. “Perimenopause and libido consistently emerge as two of the most searched – but least clearly understood – areas in women’s health.”
She added that while female consumers are increasingly taking a more proactive role in their health, they often struggle to find solutions that meet their biological needs in different life stages.
Product development shows multifactorial formulation approach
Thorne’s latest launches, Perimenopause Complete and Women’s Libido Boost, reflect a shift toward multi-benefit formulations targeting overlapping physical and psychological symptoms.
This approach corresponds to broader market patterns. According to SPINS data shared with NI, reproductive health supplements have seen sales grow 28.5% year over year between February 2025 and February 2026, while menopause supplements declined by about 2.5% in that same period, highlighting uneven performance across life-stage categories. This ingredient-level data points to rising demand for botanicals linked to stress, mood and hormonal health.
Regarding Thorne’s latest launches, Beech said formulation decisions were guided by symptom overlap rather than single endpoints. “The blend of ingredients is clinically studied for supporting multiple aspects of perimenopausal health, providing both physical and emotional support during this life stage,” she said.
For example, Perimenopause Complete includes botanicals and nutrients targeting several pathways, including saffron extract for mood and ashwagandha for stress and sleep. Ashwagandha has shown strong but uneven growth across channels, with some segments increasing by more than 70% year over year, according to SPINS data.
Thorne is applying a similar framework to sexual wellness, where demand is driven by a mix of biological and lifestyle factors.
Specifically, “Women’s Libido Boost is designed to support healthy sexual desire and enjoyment, recognizing that these are influenced by a combination of hormonal, psychological and physical factors,” Beech said.
The formulation includes botanicals such as ashwagandha and shatavari, alongside ingredients positioned to support vaginal comfort, mood and overall sexual well-being. Shatavari has shown more variable performance but includes segments with nearly 30% year-over-year growth, reflecting emerging interest in traditional botanicals for women’s health, according to SPINS.
While formulating with in-demand ingredients is a key driver for consumers, substantiating efficacy in areas like libido and perimenopause is a continuing challenge, particularly where outcomes are subjective or vary across individuals.
In an effort to tackle this hurdle, Beech noted that Thorne is concentrating on ingredient-level validation and broader health outcomes. “Our approach to clinical validation reflects this – prioritizing ingredients that demonstrate benefits across multiple domains, including physical, emotional and cognitive health,” she said.
Storytelling meets science in consumer engagement strategy
The new campaign pairs scientific positioning with lived experience, featuring ballet dancer Misty Copeland and actress Lana Condor.
Copeland’s participation centers on perimenopause.
“I’ve experienced a lot of change in the past year, and as I navigate this next phase of life and enter perimenopause, my top priority is having thoughtful tools and solutions that help me feel steady and supported,” Copeland said in a press release.
“Understanding what’s happening in my body – and having science-backed support I trust – makes all the difference,” she added in the press release.
Condor’s involvement in the campaign focuses on libido and sexual wellness.
“Feeling connected to my body is a huge part of feeling confident...desire naturally shifts over time, and I think it’s important for women to talk openly about that and understand there’s real biology behind it,” Condor said in Thorne’s press release.
“Clinical rigor is foundational to everything we do at Thorne – it’s what establishes trust,” Beech said in the same release. “From there, storytelling allows us to make that science more relatable and accessible.”
Product positioning amid category saturation
As the women’s health supplement category grows more crowded, companies are differentiating through clinical backing and practitioner credibility.
Beech described the campaign as an extension of the company’s existing approach.
“We’ve been approaching the many facets of women’s health for decades now...rather than a shift, this campaign represents a natural evolution – bringing greater focus and visibility to areas like perimenopause and libido," she said.
She added that upholding scientific credibility remains central. “In a category that has become increasingly saturated, our role is to reinforce that Thorne is a trusted, established resource that can help simplify complexity without compromising on scientific integrity.”
