Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

Menopause. Perimenopause. Most people have heard the words but how many really know what they mean? Despite the fact that it’s an almost-universal experience for women, no one really talks about it, and as a result, nearly half of women feel unprepared for this chapter in their lives.

Telemedicine service The Cusp is helping American women test their hormones to predict if they are in perimenopause or menopause. Healthcare is limited for many women in the US so telemedicine alternatives are bridging access and affordability gaps for greater health equality.

All sorts of stigmas are being broken in today's beauty industry, but the needs of menopausal women are often ignored. Absent in ads and lacking products for their changing skin and hair, these women are now pushing brands to step up and address this ‘last taboo’ without any sugar-coating.

Catering to middle-aged and older women, Better Not Younger’s approach to haircare has cemented them as the leaders in “gray” beauty. Historically overlooked, brands are stepping up to offer female Gen Xers, Boomers, and Seniors what they want: representation and products that work.