THE MTick HAS ARRIVED IN AUSTRALIA
The universal shopping symbol and certification bringing visibility, choice and trust to menopausal shoppers and a purposeful growth opportunity for Australian brands
Building on an initiative launched in the UK in 2020, the MTick, the universal symbol and certification for menopause-friendly shopping has arrived in Australia – helping an estimated 1 billion menopausal women globally to search, source and shop with confidence, both in-store and online.
The MTick launched in Australia mid-February, initially with 11 foundation in-market partnership brands certified with the MTick as the trusted marque for menopause-friendly products. These brands include Promensil; Centrum; Femfresh; Mitchum; Boost Lab; Biogaia; Dulcolax; MY Pause; Happy, Healthy, You; NuAllume and Hey Sister.
The menopause category is not only providing a vibrant and trusted category for menopause, helping to improve the lived experience of menopausal women and shoppers globally but also, driving purposeful, commercial growth for businesses committed to better understanding, supporting and serving this powerful consumer – who is the primary decision-maker of household spend*. Data proves that curated MTick menopause-friendly retail bays increase penetration, drive basket size, uplift average spend*, providing Australian brands and products with a clear purposeful growth opportunity in this ‘forever’ market.
GenM – The Menopause Partner for Brands and Home of the MTick, - is the organisation behind the MTick, created to better understand, support and serve the overlooked and underserved menopausal consumer, of which there are over 4 million women in Australia currently experiencing menopause.
As proof of need and evidence of demand, GenM undertook extensive, independent research in the UK prior to launching the MTick. Named ‘The Invisibility Report’*, the following compelling insights highlighted the issue, finding:
- 70% of women fear menopause (now 78% in 2025)
- Only 2% of women in menopause are thriving, 5% feel confident
- 45% of menopausal women felt invisible, lonely and dispensable
- 87% feel let down by brands and retailers
- 94% want to shop for menopause-friendly labelled products
- And yet, 66% of menopausal women can’t find what they’re looking for
- 81% of menopausal women report negative shopping experience
The data demonstrates the continued need for the MTick, to build confidence and to support a more positive shopping experience, helping women to thrive as they experience the signs of menopause. The MTick is also igniting the retail sector with a proven, successful opportunity in the fastest growing shopper segment and primary decision maker in household spend**.
The MTick is the brainchild of GenM CEO and Co-Founder Heather Jackson, whose personal frustration with the difficulty of finding menopause-friendly products, led her to create her own solution. With over 140 brands and 1,500 SKUs in the UK now featuring the MTick symbol, including high profile retailers Boots, ASDA and Sainsbury’s and recognisable global brands including Bayer, Colgate, Dove and Revlon, the MTick expansion into the Australian market signifies the company’s growth and illustrates the ‘forever’ need for over 4 million menopausal Australian women in search of menopause-friendly products and support.
The MTick certification process is independent, rigorous and evidence-based, awarded only to products which are evidenced to help support one or more of the 48 signs of menopause. Products are verified via a robust menopause-friendly criteria and assessment, reviewing clinical user trials, authorised claims and expert validation, with the resulting certification of the MTick empowering customers to identify trusted products offering solutions that support menopause signs.
Heather Jackson is coming to Australia to support the launch, saying, “We are delighted to be bringing the MTick to Australia, to give visibility, choice and accessibility to a long-ignored market. With an initial 11 brands’ products now certified as menopause-friendly in Australia through the MTick, we are dedicated to expanding our Collective of brands to give Australian women the choice to manage their menopause, their way – ultimately giving them the opportunity to live their best menopause.
“Navigating the trusted menopause market is made easier with the MTick, delivering shoppers the symbol they need to make informed shopping choices,” Heather said.
For launch, GenM has partnered with Australia’s leading pharmacy group, TerryWhite Chemmart, to feature seven of the Australian founder brands and products in-store and online, featuring educational point-of-sale as well as offering accessible, professional support, advice, information and referral pathways, in-store and online, for menopausal shoppers across Australia. These innovative brands join the existing UK collective of over 140 brands and retailers committed to better understanding, supporting, educating and serving the menopausal consumer.
For more information please contact PRAustralia@gen-m.com or head to https://gen-m.com/
