THE WHAT? Australian supermarket chain Coles has partnered with GenM to become the country’s first supermarket to adopt the MTick menopause-friendly certification, expanding access to skincare, personal care and wellness products for women experiencing menopause.
THE DETAILS Launching in early 2027, the partnership will introduce an online menopause support hub, followed by in-store initiatives and more than 200 MTick-certified products across skincare, personal care, vitamins and oral health. Developed by GenM, the MTick certification identifies products designed to support menopause-related concerns. Coles joins more than 180 brands and retailers in the global GenM Collective, including Boots, Tesco and Sainsbury’s. Australian skincare brands Murad and Aesthetics Rx have also expanded their menopause-focused offerings, reflecting growing interest in the category. The global menopause skincare market is projected to increase from US$1.5 billion in 2026 to US$2.9 billion by 2033.
THE WHY? The partnership highlights the growing commercial importance of menopause-focused skincare and personal care within mainstream retail. As cosmetics brands develop products addressing hormonal skin changes, certification schemes, clearer labelling and dedicated retail categories are creating opportunities to improve product discovery, build consumer confidence and reach an underserved demographic.
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