Menopause is the new beginning of conscious beauty
Data in hand, women over 40 are reshaping the beauty market. That's why the term "Anti-Age" is giving way to "Pro-Age."
It used to be that talking about menopause was taboo, and theaging hair something to be silently hidden. That time is over. Today, one in two women in Europe is (or will be by 2030) in the pre-menopause or menopause.
We are talking about a bursting demographic force: the 45-65 age group is the fastest growing segment on our continent. And these women have no intention of becoming invisible. On the contrary.
A new, more discerning and informed consumer
Life expectancy has risen, we work longer and are more active. This has radically transformed the way we experience self-care. Women today seek scientific allies to be the best version of themselves.
The market data speak for themselves
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The "Hair Thinning & Scalp Care" segment is growing by 8-12% each year.
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Online searches for terms such as"menopause hair loss" and"hair aging" have exploded.
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Spending on premium products is driven specifically by women over 40, who demand quality and real results.
The hormonal hair-aging phenomenon
Until a few years ago, the "anti-aging" focus was all about the skin (anti-wrinkle creams, serums). Today there is a new awareness: hair also ages. The decline in estrogen leads to measurable physiological changes
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Thinning of the shaft.
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Loss of volume.
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Drier and more delicate skin.
From concealing to enhancing: the Pro-Age philosophy
At MTJ we have intercepted this cultural shift with the Hermonè 40 line, an active support line for hair weakened by hormonal changes. We understood that the modern woman does not want generic products. She wants formulas that recognize the specificity of her hormonal moment.
The concept of "Pro-Age" does not mean giving up, but taking care. It means moving from an anxious corrective approach to a ritual of wellness and maintenance. Taking care of one's hair at this stage, with actives such as peptides, fermentates, and microcirculation stimulators, is an act of love toward one's changing body.
How?
Discover the complete Hermonè 40 line: treatments for fine hair from hormonal imbalances.
Want to learn more about hair and hormones? Read our #beautyblog.
Find the complete regenerating hair treatment, intensive serum + shampoo in the new Hermonè Hair Ritual Regenerating Duo, a premium kit to take care of your hair if you have reached the dreaded "age" threshold. We'll let you in on a secret: every age has its beauty, and we're here to make it shine.
Because beauty has no expiration date, it just needs the right tools to evolve with us.
Find out more on our dedicated page.
