Murad Australia gains menopause-friendly certification
Murad Australia announced it will celebrate World Menopause Day on 18 October by joining the GenM Collective and securing MTick® certification for five skincare products aimed at hormonal-change concerns.
It evaluates products against criteria linked to any of the 48 recognised menopause signs.
Like organic or vegan symbols, the mark gives shoppers a quick visual cue that a product meets specific menopause standards, helping to curb “menowashing,” where brands make unverified menopause claims.
GenM’s 2025 Inclusivity Report found that 94% of women want clear menopause-friendly labeling, and 96% view the MTick® as a trusted indicator.
Market analysts at Grand View Research project the global menopause skincare sector to expand from US$1.5 billion in 2026 to US$2.9 billion by 2033.
In Australia and New Zealand, the market is expected to more than double, rising from US$36.9 million in 2026 to US$80.6 million by 2033, reflecting an annual growth rate of 11.8%.
Retailers see the trend as an opening for clearer labeling, staff training and dedicated product lines, as consumers look for relief from dryness, pigmentation and loss of firmness.
These formulations target skin changes that often become more pronounced during perimenopause and menopause, such as uneven tone, wrinkles and reduced elasticity.
Emma Hindmarsh Conan, General Manager of Murad Australia, said, “We’ve been formulating for hormonal ageing since 2002. This partnership with GenM gives us an important new way to make those solutions easier to identify and understand.”
GenM CEO and Co-Founder Heather Jackson added, “We’re so thrilled to have Murad Australia join the GenM collective and help us bring the MTick® to Australian women.”
GenM estimates that 4.5 million Australian women are handling menopause, making the certification a notable milestone for Murad and signaling a broader industry shift toward transparent, menopause-focused beauty solutions.
