Valerie co-founder Wizz Selvey told NutraIngredients that the brand will still categorize itself as a female hormone health brand targeting women over 35, but without the ‘perimenopause’ terminology.
“We will continue to educate women on hormone health and help them understand what’s happening to their bodies,” Selvey said. “The move is very much about better serving our community and reflecting what we hear from women themselves.”
The brand previously won the NutraIngredients Marketing of the Year Award 2026 for its campaign Peri-Paradox, in which it presented contradicting symptoms into guerrilla-style faux billboards and fly posters.
Many consumers resonated with the campaign, according to Selvey, but if women feel they are not at that stage yet or are unclear about what perimenopause is, that creates a barrier. She explained the aim is to broaden the brand’s reach so it meets women earlier in their journey.
“We’ve built a reputation for disruptive marketing campaigns and are confident we will now be relatable to more women,” she said. “This is a strategic and permanent brand re-positioning.”
Menopause stigma delays care
Selvey noted that one key issue causing women to delay supplementation or care-seeking behaviour is linked to the stigma around aging.
One study published in the journal NJP Women’s Health found 64.3% of women aged 36 to 40 were experiencing symptoms that could be classified as ‘moderate’ or ‘severe’ on the Menopause Rating Scale (MRS), but the majority were unlikely to talk to a doctor about perimenopause or menopause symptoms until they were 56 or older.
“There is clearly a disconnect between the age of onset and how it is perceived,” Selvey said. “I think this is in part due to the societal perception of women in midlife- that is, both internally felt and projected.”
She noted that Valerie’s customers report feeling invisible as they age, as so much societal and cultural emphasis is on reproduction.
“Perimenopause having the word ‘menopause’ in it often leads to feelings many women are not ready to deal with yet,” Selvey said. “This delays women from looking at ways to optimize their health.”
Valerie’s audience research reveals that perimenopause symptoms and supplement benefits are widely recognised, even if the term isn’t familiar.
“Ultimately, we need to connect with how women are feeling right now, we are not here to give women labels; we help them identify where something starts to feel ‘off’ and help them take back control so they feel like themselves again,” she said.
“We’re mindful that this could spark debate, but our research shows many women want to see their experience reflected without the weight of a label,” Selvey added.
Liposomal nutrient delivery for women’s health
The brand currently offers two products both using liposomal nanotechnology nutrient delivery system.
Its launch product, Daily Essential, is designed to boost energy, focus and mood, combining B vitamins, magnesium, iron, adaptogens and antioxidants, into a high-absorption liposomal formula.
Its recently launched Evening Essential is designed to calm the “wired-but-tired” feeling and help the body switch off at night. It contains ingredients like chamomile, lemon balm, L-theanine and magnesium.
Selvey said new product development is in the pipeline and the company envisions Valerie will evolve to cover broader aspects of women’s health.
