It’s no secret that wellness brands love to market to women. Especially when we’re tired, bloated, stressed out, and unsure if we’re “doing enough.”
They’ll throw “hormone-supportive” on the label, toss in a few buzzy ingredients, and act like this product is the thing that will finally fix you.
But most of them get it completely wrong. Because they’re not actually thinking about how women live, eat, or feel. They’re just trying to sell us something that sounds vaguely scientific and vaguely shame-y.
Here’s what I wish more brands understood.
1. You cannot build a women’s health product on the basis of restriction.
Less isn’t always better. Smaller doesn’t always mean healthier.
In fact, most of the women I work with need MORE! More food, more structure, more support. Not another wellness product that gives them a reason to be afraid of eating.
But so many wellness brands still lean on that same tired formula: replace your meal with this bar, this powder, this drink. Keep it light, keep it “clean,” and definitely don’t eat too much. Because skinny is best and that’s all that matters in life.
If your product only works when women are under-eating, it’s not a health product. It’s just a well branded diet.
2. Not everything that says “hormone-balancing” is helpful.
“Hormone health” has turned into a marketing buzzword, and 90% of the time, there’s no actual evidence behind it.
Balancing hormones doesn’t happen because you added maca to your latte. It happens when you eat enough, manage blood sugar, reduce stress, sleep, and stop skipping meals.
If a brand isn’t talking about that they’re not serious (or even genuinely interested) in supporting your hormone health.
3. Women don’t need more perfection. We need more support.
The average woman is juggling a full-time job, life responsibilities, and a body that’s constantly changing. And most “wellness” products aren’t built with any of that in mind.
We’re not bloated because we forgot to take our greens powder. We’re bloated because we ate lunch in three minutes between Zoom calls.
We’re not tired because we didn’t try hard enough. We’re tired because we haven’t had a real meal before 2 p.m. in three days.
Support doesn’t look like shaming someone into buying another supplement. It looks like making it easier to eat in a way that actually works in real life.
4. “Clean” is not a helpful word.
If your product leans on the word “clean,” I already have questions.
Clean compared to what?
Based on what standard?
And who decided this food was dirty in the first place?
Women don’t need more pressure to micromanage ingredients. We need meals that help us feel stable. We need snacks that don’t make us crash. We need options that support our health without demanding perfection.
If the only way to use your product is to completely overhaul someone’s pantry, that’s not wellness, that’s marketing.
5. If you’re not working with an actual expert, don’t call it nutrition.
It’s wild how many products make nutrition claims without ever consulting a dietitian. Or a doctor. Or anyone with clinical training.
And then they wonder why women feel confused, overwhelmed, or straight-up misled.
If your brand is serious about supporting women’s health, hire the people who actually know women’s health. If you’re not willing to do that, stop pretending you’re here to help.
TL;DR
If your wellness product relies on fear, restriction, or confusion to make a sale, I’m not interested.
But if your brand is evidence-based, realistic, and built around how women actually live, then I’m listening. And I’d love to help you do it right.
