Patricia Bencivenga and Adriane Fugh-Berman said the recent perimenopause boom is pushing women toward compounded hormones, supplements and telehealth services despite limited evidence, and can delay diagnosis of more serious conditions.
Google search interest jumped sharply around 2023, they said, as social media and documentaries expanded a loose concept that they argue often lumps stress, depression and normal aging into hormone-driven illness.
The pair said only a narrow set of symptoms—notably hot flashes, night sweats and vaginal dryness—are clearly tied to menopause, while claims that hormones treat dozens of other problems are not supported by randomized trial evidence.
They linked the current marketing to earlier hormone-promotion campaigns overturned by the Women's Health Initiative, arguing the new perimenopause narrative again medicalizes a normal life stage and obscures known risks.
When midlife symptoms can signal serious illness, is blaming perimenopause a convenient but dangerous misdiagnosis?
Is the perimenopause boom true empowerment or a multi-billion dollar wellness trap for women?
With hormone warnings relaxed, are we correcting past medical errors or dangerously repeating them for a new generation?
The Menopause Market Revolution: FDA HRT Warning Removal, Supply Shortages, and a $28 Billion Global Industry by 2034
Overview
A major shift in the FDA’s stance on hormone replacement therapy (HRT), including the removal of a longstanding black-box warning in late 2025, has sparked a surge in demand for HRT among menopausal women. This change was driven by new scientific evidence showing health benefits, such as reduced risks of heart disease and other conditions, when HRT is started earlier. As a result, supply shortages have emerged, pushing many women to seek alternatives like supplements and compounded hormones, often promoted by influencers. The evolving landscape highlights the need for better education, regulation, and innovative solutions to ensure safe and effective menopause care.