Coles partners with GenM for menopause products
Coles will be Australia’s first supermarket chain to use GenM’s MTick® certification, which aims to improve access to menopause-focused products and resources for millions of women across the country.
Through this collaboration, Coles plans to launch an online menopause support hub, followed by in-store programs and over 200 MTick-certified items in key areas like skincare, personal care, vitamins and oral health.
Data provided by Coles suggests that around 4.5 million Australian women are currently dealing with menopause symptoms.
Research by GenM shows that 87% of women going through menopause feel ignored or poorly served by existing brands and stores, revealing a chance to better meet their requirements.
The MTick certification serves as a trusted symbol to help shoppers spot products designed to address one or more of the 48 common menopause symptoms.
Globally, over 4,000 products now carry the MTick certification, with leading UK stores such as Boots, Tesco, Sainsbury’s, Asda, and Ocado already featuring these items in their selections.
In Australia, support for the MTick movement is spreading across beauty, pharmacy, and wellness industries, with companies like Murad Australia, Boost Lab, Hey Sister!, Lifespace, Mineralyte, Sanofi, and Swisse now involved.
TerryWhite Chemmart has also joined the initiative, extending menopause-friendly shopping into the pharmacy channel.
Notably, Murad Australia has secured MTick certification for five skincare products, including Rapid Dark Spot Correcting Serum, Retinal ReSculpt Overnight Treatment, and Retinal ReSculpt Eye Lift Treatment, demonstrating its commitment to addressing hormonal ageing concerns.
Market analysts at Grand View Research predict the global menopause skincare sector will expand from US$1.5 billion in 2026 to US$2.9 billion by 2033.
Closer to home, the Australian and New Zealand market is forecast to more than double, from US$36.9 million to US$80.6 million over the same period, representing annual growth of 11.8 per cent.
For beauty brands and retailers, the opportunity extends beyond product innovation to clearer labelling, consumer education and dedicated product ranges, as 94 per cent of women want to shop for clearly labelled menopause-friendly products.
However, 66 per cent struggle to find suitable options, highlighting the need for greater accessibility and awareness.
Anna Croft, Chief Commercial and Sustainability Officer at Coles, said the partnership would help simplify the shopping experience for women experiencing menopause.
GenM CEO and Co-Founder Heather Jackson described the partnership as a significant milestone in the organisation’s mission to improve menopause awareness and accessibility.
The rollout will begin with Coles’ online menopause hub in early 2027, providing educational resources and access to certified products, before expanding into stores, making menopause support a more visible and accessible part of everyday retail.
Coles now joins the more than 180 brands and retailers in the global GenM Collective, extending menopause-friendly shopping into the supermarket channel.
