From $100,000-a-year testosterone therapy programmes to the rise of supplements like NAD+, hormonal health has become the new frontier in wellness and beauty. And it’s quickly being adopted by the ultra-rich, including biohacker Bryan Johnson, who invests $2 million annually in his quest for longevity. His routine includes a team of doctors that monitor everything from the length of his telomeres (DNA “caps” that prevent chromosomes from fraying) to his organ function and inflammation levels. His regimen includes over 100 daily supplements and human growth hormones.
For this elite group, beauty isn’t skin deep — it’s a cellular transformation, targeting glands, organs and the very essence of vitality itself. Take stem cell therapy, an exclusive (and expensive) treatment that involves extracting stem cells from bone marrow or donated umbilical cords and injecting it into targeted areas, such as joints or organs, to promote repair and improve hormone functions. Not currently approved in the US or the UK, wealthy individuals reportedly travel to luxury medical centres in destinations like the Bahamas, Jamaica or Panama, where these tailored treatments range from $20,000 to $150,000 per session. Monty Python actor John Cleese is a fan, having revealed in a recent interview that he spends £17,000 every 12 to 18 months on stem cell therapy provided by a private clinic in Switzerland.
Meanwhile, medical figures such as Dr Thierry Hertoghe, Dr Martin Galy and Dr Sohère Roked have become highly sought-after hormone doctors, offering bioidentical hormone treatments to address hormonal imbalances and support the anti-ageing goals of high-profile clients.
Today, hormonal health — once confined to niche, high-net-worth wellness circles — has entered mainstream conversation, shaping everything from skincare to supplements and beyond. Whether it’s TikTok trends like “cycle syncing”, which promotes the alignment of workouts and diets with menstrual cycles, that have garnered millions of views; or the viral “you’re not ugly, you just have cortisol face” discourse that has sparked a wave of content around lowering stress hormones, the topic is driving widespread interest and product innovation.
“There has been so much bad publicity in the hormone world [especially around the potential risks associated with hormone replacement therapy or HRT] that this has interrupted the progress of hormonal health for all. Now we know — from countless studies — that balancing out hormones is good for us,” says Dr Jan Toledano, founder of London Hormone Clinic, a provider of hormone balancing treatments. She emphasises that balancing hormones can prevent acne as well as decrease the risk of diseases including Alzheimer’s, heart disease and bone disease. “Ultimately, hormones are the best way to overall health, wellness and longevity,” she adds.
Gen Z is becoming hormone literate
There’s particularly strong engagement from Gen Z, who are increasingly becoming educated about holistic health and the damaging side effects of hormone-disrupting skincare (often with the help of tools like ChatGPT acting as their virtual dermatologist). Social media influencers are amplifying the conversation, especially among men. For instance, fitness influencers like James Manteit (@JamesManteit) and Kade Martinelli (@KMart_Fit) are drawing attention to testosterone replacement therapy (TRT) and testosterone-boosting diets, often framing “high testosterone” as synonymous with being a “high-level” or “alpha” man.
This growing interest in “testosterone boosting” is deeply tied to the rise of ‘manosphere’ influencers who frame high testosterone levels as a hallmark of success, dominance and masculinity. But beyond the rhetoric, the trend also reflects a broader curiosity about hormonal health among Gen Z.
“Our data shows that over 60 per cent of our Gen Z customers are discovering us through their own research into preventative hormone health, rather than in response to specific issues,” says Georgi Grogan, co-founder of Sixways, a wellness brand that claims its Functional Mushroom Blends regulate hormones, enhance sleep quality and improve mood and energy levels. It’s also seeing significant interest from women who are navigating perimenopause or menopause symptoms. “These life stages often trigger a deeper investigation into hormonal health due to a flurry of new symptoms such as sleepless nights, leading them to seek alternative methods to support lifestyle changes,” continues Grogan.
As the market matures, the opportunities for innovation will continue to grow. For the ultra-rich, hormones are already the ultimate luxury wellness obsession. But for the broader market, the future lies in accessibility, education and holistic solutions that align with the evolving needs of consumers.
How are brands tapping in?
The hormonal health space offers brands a wide array of opportunities to innovate and engage with consumers across various demographics and price points, and the industry is evolving rapidly to meet the rising demand for accessible, effective solutions.
For example, brands like Maven Clinic and Peppy Health are integrating technology into the hormonal health space by offering telemedicine consultations and personalised hormonal care plans, including arranging supplements or medications to be delivered directly to shoppers’ doors. Wearables and hormone tracking apps are also on the rise, giving consumers more control and insight into their hormonal cycles and health.
Meanwhile, the rise of functional foods and supplements — ranging from adaptogenic mushroom blends to hormone-friendly superfoods — has created hybrid categories that blend wellness with convenience. “Our solution was to formulate the Hormone Balance blend with decaffeinated coffee, combined with therapeutic doses of blood sugar balancing inositol and maitake mushroom. It’s a new take on traditional mushroom coffee,” says Sixways’s Grogan. “Initially, most consumers would come to us seeking stress relief — it’s such a common struggle in a fast-paced world. What’s exciting is that more and more people are starting to understand what stress hormones are, the long-term impacts of hormones such as cortisol and the ripple effect that stress management can have on overall health,” says Jessica Clarke, founder of wellness brand Mother Made.
At Mother Made, they position mushroom supplements as a natural, effective and holistic approach to both hormonal health and overall wellness. “Mushrooms like reishi, cordyceps and lion’s mane, which are key ingredients in our formulas, have long been recognised for their adaptogenic properties,” she says, adding that as awareness grows, consumers are seeking out these natural solutions as alternatives to man-made pharmaceuticals or one-size-fits-all approaches.
Women’s health hormones become more accepted
Menopause-focused products are one of the fastest-growing categories in hormonal health. From 2021 to 2023, menopause-targeting SKUs in the US consumer health category rose by 39 per cent, while the UK led in new sub-brand launches with menopause-related attributes for skin moisturisers and treatments, according to data provided by market research firm Euromonitor.
One standout brand in this space is Faace, which has gained a loyal following for its life stage-specific skincare solutions. “Menopause Faace is our bestseller, and people leave rave reviews about Period Faace,” says founder Jasmine Wicks-Stephens. “People like the fact they can just grab one product and know it’s going to help tackle multiple concerns. It takes the confusion out of it.” Faace products address a range of skin concerns associated with hormonal fluctuations, from breakouts and dryness to redness and greasiness.
Another notable player is State Of, which focuses exclusively on menopause-friendly skincare with products designed to combat dryness, loss of elasticity and sensitivity. In the supplement sector, Hum Nutrition has captured attention with targeted offerings like Moody Bird and Fan Club, which address PMS and menopause symptoms through blends of herbs, adaptogens and essential vitamins.
Of course, as the space booms, so does the competition. “Prioritising customer centricity and value creation are key prerequisites for innovation,” says Irina Barbalova, global lead health and beauty at Euromonitor. In a rapidly proliferating women’s health supplement market (registering double-digit growth for two consecutive years), propositions in this space stand to benefit from a more multidimensional approach to product formulations and positioning, she adds.
“Prioritising customer centricity and value creation are key prerequisites for innovation,”“Lots of supplements attempt to mimic what real hormones do — usually unsuccessfully,” says London Hormone Clinic’s Toledano. “There is a chasm of difference when it comes to the quality of supplements on the market, and their ingredients. And, of course, their marketing claims.”
‘Cleanwashing’ is a potential pitfall as hormonal health products proliferate. Barbalova advises that “holistic functional claims in food and beverages will be critical for effectively addressing the evolving nutritional needs of women across diverse areas of care, extending beyond reproductive and maternal health.” Transparency, authenticity and evidence-based claims are essential for building consumer trust, she adds.
Hormonal health has stepped out the shadows, transforming from a niche concern to a central pillar of modern wellness. And while the ultra-rich take an extreme approach, brands that embrace this evolution and repackage it for a broader consumer are positioning themselves to win big in the coming years.
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