Clearly Drinks has released a health-focused range of drinks specifically designed for menopause and pregnancy. In addition to broadening the potential applications of functional beverages, the launch shows how brands can help address issues that are rarely discussed in public.

As new communities flourish around shared experiences of previous taboo topics, culture is moving fast to destigmatize narratives around menopause. As women look to brands to offer more supportive and playful solutions, what can businesses do to avoid ‘menowashing’ narratives?

Throughout history, women's bodies have often been associated with stigma and shame, but people are pushing for a change to this narrative. Indian Netflix series Bombay Begums has won fans for its efforts to portray a taboo topic with authenticity – the experience of menopause.

The nascent femtech landscape in India is proving critical to the destigmatisation of overlooked women’s health concerns, granting better healthcare to half of the population. Elda Health stands out by catering to women over 35, with a focus on mid-life health concerns, especially menopause.