Women’s health brand Valerie abandons ‘perimenopause’ label to expand audience

Women’s health brand Valerie is dropping the “perimenopause” terminology from its positioning, instead focusing on female hormone health for women 35+ to improve early symptom recognition, reduce stigma, and better connect with consumers experiencing hormonal changes. The brand continues its liposomal nutrient delivery products, including Daily Essential and Evening Essential, while pivoting its marketing strategy after its award-winning “Peri-Paradox” campaign and aiming to address midlife symptoms, delayed care, and women’s wellness without restrictive labels.