From menstrual health and fertility to perimenopause and menopause, new product development increasingly reflects a more targeted understanding of the role hormones play in women’s overall well-being.
The ingredients used are also shifting as research into women’s hormonal health continues to grow, with products now drawing on a more diverse range of botanicals, vitamins, minerals and biotics. Alongside established nutrients like magnesium, folic acid, iron and B vitamins, brands are exploring bioactives including ashwagandha, shatavari extract, rhodiola, myo-inositol and resveratrol.
Much of this search for innovative solutions is being driven by female-founded and women-focused startups, including ventures established by medical doctors looking to fill a white space in a population with evolving but historically unmet needs.
Below a roundup of some of the latest launches responding to these gaps by delivering hormonal balance across life stages.
Amulet Cycle Support
Hormonal health company Amulet, designed to help women perform at their best every day, debuts with Daily Cycle Support, a biotechnology-powered supplement designed to support hormonal balance for women and promote energy, mood, strength and cognitive performance throughout the entire menstrual cycle.
The launch seeks to fill what the company identified as “a massive gap in women’s health”, noting that most solutions in the market remain limited to period relief but that hormones influence nearly every aspect of women’s physical and mental performance—from mood and metabolism to strength and cognitive focus.
“For too long, women’s health solutions have been reactive, fragmented, and narrowly focused on symptom relief,” said Suzanne Stockbridge, CEO of Amulet. “Amulet was built around a different vision: helping women perform more consistently across their entire cycle. Starting with Daily Cycle Support, we’re creating a platform designed to give women more good days every month.”
Daily Cycle Support is delivered in a strawberry and dragon fruit-flavored gummy and is formulated with effera bio-identical lactoferrin developed by Helaina and CreaActin creatine monohydrate from Select Ingredients.
Thorne’s Perimenopause Complete and Libido Boost
Thorne Health called attention to perimenopause and libido with its latest product launches, accompanied by a multi-month campaign featuring professional ballet dancer and activist Misty Copeland and actress Lana Condor.
Perimenopause Complete supports mood, sleep and balance during perimenopause with vitamin B6, the South Korean EstroG-100 botanical blend and hops extract. Women’s Libido Boost—formulated with shatavari, FenuSmart (fenucreek seed), Liboost (damiana leaf) extracts—targets desire, intimacy and emotional connection.
Elysium Health Balance
Longevity science company Elysium Health, Inc. introduced Balance, a supplement for perimenopause and menopause support designed to address both the disruptive symptoms women experience during these major biological transitions and the long-term health effects.
At the center of Balance is Basis, Elysium’s NAD+ supplement, supported by new research showing a significant, favorable increase in the ratio of estradiol to estrone (E2/E1) and improvements in some of the most disruptive menopause symptoms: hot flashes, poor sleep and bloating. Balance combines Basis with S-equol for hot flash and bone health support and ergothioneine for long-term health and cellular protection against oxidative stress.
“Menopause is much more than a collection of symptoms—it is a whole-body biological transition that influences women’s health for decades,” said Lynne Chang, PhD, vice president of of product development at Elysium. “We developed Balance to reflect that reality.”
Ritual Perimenopause Health
Ritual entered the perimenopause category with a hormone-free formula built around SheVari4 shatavari, a patented, standardized root extract of the Ayurvedic herb Asparagus racemosus developed by Cepham.
The ingredient is backed by clinical studies reporting improvements in mood, hot flashes, night sweats, sleep, vaginal dryness and physical and mental fatigue, supporting healthy levels of estrogen, progesterone, follicle-stimulating hormone (FSH), luteinizing hormone (LH) and cortisol.
“Hormone therapy is the right choice for some women, but not everyone can or wants to use it, and even for those who do, the timing isn’t always right,” said Katerina Schneider, CEO and founder of Ritual. “We wanted to give women another option with a science-backed, hormone-free product that supports hormone balance and perimenopause symptoms.”
Lemme Balance
Kourtney Kardashian Barker’s Lemme brand launched a a new Balance formula designed to support hormone balance, ovarian health and cycle regularity in women experiencing symptoms of hormonal disruption.
The product’s core active ingredients are myo-inositol and D-chiro-inositol in a clinically studied 40:1 ratio. According to the brand, this formulation reflects the body’s naturally occurring balance of these two compounds and plays a role in supporting ovarian function, insulin signaling and menstrual cycle regularity.
The formula also includes 5-MTHF (the bioavailable, methylated form of folate), chromium picolinate for metabolic and glucose regulation, vitamin D3 and spearmint leaf extract.
Winona menopause line
Winona, a telehealth company focused on menopause and perimenopause care, expanded beyond its hormone therapy offering with the launch of a branded line of supplements “to support women at every stage of their hormone journey.”
The supplement line is designed to complement hormone replacement therapy or provide support for women who are not ready for HRT or do not qualify due to medical reasons. It includes a pre + probiotic blend, a magnesium blend, a women’s multivitamin and calcium with D3 + K2 and B12.
“Every day we care for women experiencing the physical and emotional changes of perimenopause and menopause, and we see firsthand how difficult it can be to separate evidence-based products from marketing hype,” said Dr. Cathleen Brown, medical director at Winona. “These supplements were created to address the health concerns we hear about most often, from bone health and sleep support to digestive wellness and nutritional gaps, giving women trusted supplemental tools alongside personalized medical care.”
Savvy Calm Water
Australian brand Savvy released a ready-to-drink functional beverage targeting stress, anxiety and mental performance in perimenopausal and menopausal women.
Introduced as the first of its kind in Australia, the product, Calm Water, combines high-dose L-theanine, magnesium, schisandra berry extract, prebiotics and B and C vitamins to reduce neurological overstimulation, regulate cortisol levels and relieve physical tension.
According to Mark Curry, founder of Savvy, a key feature of Calm Water is its ability to reduce stress and anxiety without sedation, enabling women to work, parent and make clear decisions rather than “switch off.”
“It helps to regulate cortisol, and one particular group with erratic levels of cortisol is women going through perimenopause and menopause,” he said. “Whether it’s hot flushes, sleep issues or mood swings, at the crux of it is unregulated levels of cortisol that are hiking randomly because of huge hormonal shifts in the body.”
Pemi perimenopause routine
Pemi, a new women-founded wellness brand built specifically for perimenopause, debuted a collection of dissolving strips: Luna for mood (Affron saffron extract, L-theanine and vitamin B6), Clara for mental clarity (citicoline, alpha-GPC, N-acetyl-l-tyrosine and B vitamins) and Sera for sleep (melatonin, L-theanine, lavender, and L-tryptophan).
“We built Pemi because we were living through this transition ourselves and realized how difficult it was to find products that actually felt made for this stage of our lives,” said the Pemi founding team. “We didn’t want another giant pill, complicated powder routine or product that tried to solve every symptom at once. We wanted targeted support that was incredibly easy to take, transparent about what was inside and realistic about the fact that consistency matters.”
SEASON34 stackable solutions
SEASON34, founded by mother-daughter team Dr. Maria G. Stanbury, a gynecologist with over 40 years of experience, and Irene Rojas Stanbury, came to market to address the 34 most common key symptoms along the menopause journey.
The nine ‘stackable’ formulations target beauty-from-within, bone and joint health, cardiovascular support, hormonal balance, gut health, metabolic health, mood, sleep and urinary health.
The hormonal balance formulation contains KSM-66 ashwagandha, turmeric extract, vitamin D3, black cohosh root extract, Menofelis Rhapontic rhubarb root extract and OptiFlavone Soy isoflavones.
Stada day and night capsules
Global pharmaceutical and consumer healthcare company Stada introduced Lactoflora Menopausia Día & Noche, formulated with Gyntima Meno strains from AB-Biotics to support estrogen-regulation. The formulaion is designed to work via the gut microbiome and the ‘estrobolome’—a subset of gut bacteria that produces enzymes to metabolize and regulate the body’s estrogen levels.
During menopause, declining estrogen triggers dysbiosis, reducing the estrobolome’s ability to recycle estrogen, which worsens symptoms like weight gain, hot flashes and bone loss.
A pink daytime capsule provides 9 billion CFU of Gyntima Meno and L. fermentum probiotics to support the natural hormonal balance of the gut microbiota, vitamins B6 and B7 to help regulate hormone activity, keep skin healthy and protect mucous membrane integrity, and vitamin D for bone and immune health and to combat fatigue.
The blue nighttime capsule contains melatonin for sleep, Cimicifuge for hot flashes, night sweats and irritability, and magnesium for fatigue.
The expanding MyOva range
Women’s hormonal health supplement brand MyOva, which entered the market in 2016 with its Myoplus capsules for women suffering from polyendocrine metabolic ovarian syndrome (PMOS, formerly known as PCOS), continues to expand its portfolio with a range of products addressing pain points across life cycles and stages.
The latest launches include Hormone Balance, designed to support hormonal balance, emotional well-being and menstrual comfort, and Menoplus, which targets hormonal and metabolic symptoms associated with menopause and PMOS.
MyOva Cycle Support targets symptoms associated with premenstrual dysphoric disorder (PMDD), severe PMS, painful periods and heavy menstrual cycles, and Magnesium Nightcap is a hot chocolate for women experiencing sleep disruption, racing thoughts and evening restlessness.
Ingredients used in the products include different combinations of ashwagandha, L-theanine, chamomile, 5-HTP, rhodiola, turmeric, broccoli extract, magnesium bisglycinate, glycine, Montmorency cherry, reishi mushroom, lavender, Bacillus coagulans, chicory inulin, MCT oil and vitamin B6.
Feel Supreme’s The Bloom Collection
UK-brand Feel Supreme launched The Bloom Collection range into independent retailers in February.
The range features three products: Meno Bloom with SRI-81 Shatavari and KSM-66 Ashwagandha for hot flashes, mood and libido from pre to post-menopause, Mind Bloom with Cognivia, a patented blend of two sage extracts for memory and brain fog, and Cycle Bloom with chasteberry, magnesium and methylated B vitamins including methyl folate rather than folic acid to support mood, cramps, energy levels and hormonal regulation.
Mind Bloom includes a QR code on pack that directs users to an app that tests their memory and monitors improvements over time.
Creatonics bundle
UK-based Creatonics introduced a day and night creatine bundle to support female health and energy levels.
The dual system delivers 10 g of pure, micronized creatine, paired with targeted nutrients and botanical extracts for daily vitality.
The day blend, available in unflavored or lemon, contains Zensera lemon balm, vitamin D3, K2 and methylated B vitamins, to support bone health, mood, muscle function, energy and hormone regulation.
The night formula, in unflavored or cocoa, includes magnesium glycinate, zinc, cocoa and SheVari4 shatavari, to support the immune system, hormonal balance, skin, hair and nails, cognitive function and sleep.
Desert Harvest’s aloe + human identical lactoferrin
U.S.-based global aloe vera supplement brand Desert Harvest teamed up with Helaina Biotech, makers of effera, for the launch of the first menopause supplement to feature human-identical lactoferrin.
“This product was developed in response to consistent feedback from clinicians and women in midlife who wanted non-hormonal options for fatigue and iron imbalance, vaginal dryness, gut shifts and immune stress,” said Heather Florio, CEO of Desert Harvest. “Effera Human-Identical Lactoferrin is well suited to these needs.”
The new Desert Harvest supplement combines 300 mg of effera with its proprietary Super Strength Aloe Vera, long used to soothe mucosal tissue and aid nutrient absorption. The formula is designed to address hormonal fluctuations and vaginal dryness, iron deficiency and fatigue, gut and microbiome changes, and inflammation and immune stress.
Sentro Labs Harmony and Equilibrium
Irish startup Sentro Lab entered the market with a collection of menopause, hormonal balance, sleep and stress supplements to manage symptoms of perimenopause and menopause.
Positioned as premium, natural and free of artificial hormones, the Harmony Hormone Complex formula for mood, energy and clarity features lion’s mane, magnesium, selenium, vitamin D with K2, zinc and vitamins B6 and B12. The Equilibrium Sleep and Stress Complex is formulated with KSM-66 Ashwagandha, magnesium, L-theanine, L-ornithine, chamomile, hops and lemon balm extract.
Better Menopause Better Libido
The Better Menopause extended its hormonal health portfolio with Better Libido to support energy and mood as well as maintenance of normal testosterone levels.
The product contains zinc, niacin (vitamin B3), vitamin E, maca, cordyceps, Korean ginseng and ginkgo biloba.
“In menopause, it’s not just your estrogen levels that change, your entire sense of vitality and drive can be affected,” said Joanna Lyall, founder of The Better Menopause. “Libido isn’t just about intimacy, it’s about energy, mood, focus and connection, and that deep feeling of feeling alive. When your hormones are disrupted it can leave you tired, unfocused and just not like yourself.”
Fertility Hero multivitamins
Fertility Hero, founded by former doctor and medical writer Belinda Adams following her own struggles with infertility and IVF, launched earlier this year with four products: Fundamental Woman and Fundamental Man multivitamins, as well as two CoQ10 products offering 200 mg and 400 mg per dose.
The brand has since launched a high-dose omega-3 and an ultra-pure myo-inositol and magnesium bisglycinate.
Adams noted that the CoQ10 products offer a significantly higher dose than others on the market, especially all-in-one blends which can offer as little as 2 mg.
“We all make CoQ10 in our cells,” she said. “It’s an antioxidant which helps our mitochondria generate energy. Eggs are energy hungry cells, but our levels decline as we age. The theory is that by supplementing CoQ10 helps restore ROS imbalances and prevents cellular DNA damage.”
Valerie liposomal Evening Essential
Perimenopause support brand Valerie launched its second product to accompany its flagship Valerie Daily Essential liposomal shot.
Its Evening Essential line was designed to be incorporated into nighttime rituals, supporting nervous systems and promoting rest.
The formula combines magnesium bisglycinate, L-theanine, lemon balm, chamomile, ashwagandha, zinc, resveratrol and vitamins C, B6 and B9, delivered in a liposomal liquid shot.
The brand said it looked to tackle the root cause of the “wired but tired” state by restoring balance so women wake replenished.
Key takeaways
- Hormone-free support is expanding. Products are increasingly positioned as alternatives or complements to hormone therapy, widening options for women who cannot or prefer not to use HRT.
- Woman founded and woman led. Brands have emerged from founders’ personal experiences with hormone-related conditions, highlighting the lack of support from traditional healthcare and the importance of lifestyle and nutrition interventions.
- Life-stage targeting is becoming the norm. Brands are moving beyond broad women’s wellness claims to address menstrual health, fertility, perimenopause and menopause with distinct formulations.
- Formulas are becoming more multidimensional. Rather than focusing on a single symptom, products increasingly connect hormonal health with energy, stress, sleep, mental clarity, gut health, immunity and long-term healthy aging.
- Branded and emerging ingredients are differentiators. Standardized botanical extracts, targeted probiotic strains, human-identical lactoferrin, NAD+ support and specific inositol ratios are being used to reinforce science-led positioning.
- Convenience is reshaping delivery formats. Gummies, beverages, dissolving strips, hot chocolate, liposomal shots and day-and-night systems aim to make supplementation easier and more habitual.
- The gut–hormone connection is gaining attention. Probiotics, prebiotics and microbiome-focused concepts such as the estrobolome are emerging as new approaches to hormonal support.
- More holistic. Evidence-driven solutions are increasingly considering the interconnectedness of hormonal, metabolic, cognitive and emotional health for women at every life stage.
