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The Guardian
5 days ago
- Health
- The Guardian
Surrogates at greater risk of new mental illness than women carrying own babies, study finds
Surrogates have a greater chance of being newly diagnosed with a mental illness during and after pregnancy than women who carry their own offspring, researchers have found. In addition, regardless of how they conceived, women with a previous record of mental illness were found to have a higher risk of being diagnosed with such conditions during and after pregnancy than those without. While laws around surrogates, or 'gestational carriers', vary around the world, the practice is booming. According to Global Market Insights, the market is expected to grow from $27.9bn (£20.8bn) in 2025 to $201.8bn (£150.2bn) in 2034. 'Our findings underscore the importance of adequate screening and counselling of potential gestational carriers before pregnancy about the possibility of a new-onset mental illness, or exacerbation of a prior mental illness during or after pregnancy,' said Dr Maria Velez, the first author of the research, from McGill University in Canada. 'As well, the provision of support during and after pregnancy may be particularly important for gestational carriers.' Writing in the journal Jama Network Open, Velez and colleagues report how they analysed data from 767,406 births in Ontario that occurred between 1 April 2012 and 31 March 2021. Of these, 748,732 involved unassisted conceptions, 758 involved surrogacy, and the others involved IVF in mothers who carried their own babies. Velez said the vast majority of surrogacy cases in Canada involved the surrogate being unrelated to the child, meaning the surrogate's eggs were not used in conception. Among those excluded from this initial analysis were women with a record of mental illness prior to the estimated date of conception. The team analysed the number of women in each group who received a diagnosis of a new-onset mental illness since the estimated date of conception, such as anxiety disorder, mood disorder, self-harm or psychosis. These diagnoses occurred in 236 surrogates, 195,022 women who had an unassisted conception and 4,704 women who had received IVF. After accounting for factors such as age, income, smoking and number of children, this corresponded to a 43% and 29% higher incidence rate of new mental illness per 100 people per year of follow-up in surrogates compared with women who had an unassisted conception or IVF, respectively. For all three groups, mood or anxiety disorder was the most common diagnosis, while median time from conception to diagnosis was similar, at about two and a half years. The researchers found the risk of new mental illness remained elevated in surrogates, but to a lesser degree, when compared with women who had an unassisted conception but no longer lived with their child a year after the birth. 'The finding might suggest that some gestational carriers may experience grief from relinquishing their newborn, like that described after adoption or removal of the child into foster care – something that needs further studies,' said Velez. The team then carried out further analyses that included women with a previous record of mental illness and found all groups in this category had a higher rate of new-onset mental illness than those with no previous record. Despite Canada requiring would-be surrogates to undergo psychological assessments, the results revealed 19% of surrogates in the study had a documented diagnosis of mental illness before pregnancy. The study follows previous research by the team that found surrogates were more likely to experience complications including severe postpartum haemorrhage and severe pre-eclampsia. Dr Zaina Mahmoud, an expert on the socio-legal aspects of surrogacy at the University of Liverpool, in England, who was not involved in the work, said further research was needed to explore whether the greater risk of new mental illness in surrogates was down to the pregnancy itself, and the mechanisms at play. '[The researchers are] not addressing why or how surrogates have these emotional trajectories,' she said, adding that the team had used very broad definitions of mental illness. 'They hypothesise that grief from relinquishing the infant may contribute, but they don't actually measure that grief.' But Mahmoud backed the call for greater screening and support for potential surrogates, saying the work suggested support should last for more than two years after the birth. The studies 'really highlight the need for robust information and consent procedures', she said.
Zawya
21-07-2025
- Automotive
- Zawya
Automotive e-fuel market to grow 33.1% CAGR by 2034: report
The global automotive e-fuel market is expected to reach a value of $42.1 billion by 2034, growing at a compound annual growth rate (CAGR) of 33.1 per cent from 2025 to 2034. Governments are using strict emissions regulations to encourage the use of e-fuels to reduce greenhouse gas emissions, offering financial incentives for companies to develop sustainable fuel technologies, according to a report by Global Market Insights. E-fuels are considered a sustainable option for reducing emissions in sectors where electricity supply is not feasible, including aviation and shipping. Expanding e-fuels production will help meet the growing demand for sustainable alternatives to traditional fossil fuels. E-fuels are compatible with existing gasoline and diesel engines, making them a cost-effective solution for reducing carbon emissions without requiring immediate replacement of vehicle fleets. This makes them a versatile option for reducing emissions in transportation sectors that are difficult to convert to electricity. In 2024, the US DOE 45ZCF-GREET guidelines listed renewable gasoline (HEFA-derived e-gasoline) as meeting ASTM D4814, signifying that drop-in e-gasoline can be used directly in existing gasoline engines and supply chains without alteration. E-fuels reduce reliance on oil imports by offering a domestic alternative and enhance fuel supply stability by providing a storable liquid energy source, ensuring consistent availability. Using renewable energy to make e-fuels ensures they are carbon-neutral, cutting overall emissions compared to fossil fuels. In 2024, US EIA data show motor gasoline imports fell by 75,000 b/d to 651,000 b/d, and DOE projects that scaled e-fuel production could further decrease oil import dependence. Manufacturers aim to reduce carbon emissions and implement eco-friendly production processes to minimise their environmental impact and enhance their reputation among consumers. This commitment is leading to more investment in technologies that reduce carbon emissions, including hydrogen fuel cells and biofuels. For instance, Brazil's Ministry of Mines and Energy approved GM's $1.42 billion investment to produce ethanol-capable hybrid-flex vehicles, leveraging local biofuels policies to lower transport emissions. Energy firms and automakers are collaborating to build e-fuel production and distribution networks, leveraging their expertise to create efficient and sustainable energy solutions for the transportation sector. These partnerships aim to accelerate the transition to cleaner energy sources and reduce carbon emissions in the transportation sector. The rising consumer ESG pressure and demands for sustainable options push manufacturers to offer e-fuel-compatible vehicles to meet evolving consumer preferences. This shift towards environmentally friendly products is motivated by an increasing awareness of how conventional gasoline-powered vehicles impact the environment. Efforts are concentrated on reducing costs along the e-fuel supply chain, with a specific emphasis on expanding green hydrogen production. For instance, in 2024, global electrolyser CapEx fell by about 45 per cent compared to 2021, enabling green hydrogen scale-up and cutting e-fuel production costs throughout logistics and processing. The global market for automotive e-fuel was valued at $1.9 billion, $2 billion, and $2.6 billion in 2022, 2023, and 2024, respectively. The market is segmented into e-gasoline, e-diesel, e-kerosene, ethanol, and e-methanol. The US automotive e-fuel market is valued at $160 million, $170 million, and $220 million in 2022, 2023, and 2024, respectively. This market is driven by strong R&D investment, tech innovation, and state-level policies. The European automotive e-fuel market is expected to grow at a CAGR of 31.6 per cent till 2034, driven by strict emission regulations and ambitious carbon-neutral targets. Major policy frameworks and government funding accelerate e-fuel production and adoption across all transport sectors. The Asia Pacific automotive e-fuel market is estimated to reach $6.2 billion by 2034, with the region prioritising technological development and e-fuel integration to meet growing energy demands. The push for sustainable energy solutions is fuelled by increasing awareness of climate change and the need for cleaner alternatives. Japan reaffirmed its Basic Hydrogen Strategy in 2023, aiming for 15 GW of water electrolyser installations by 2030. The Middle East & Africa automotive e-fuel market is expected to grow at a CAGR of 33.3 per cent up to 2034, with growing investments highlighting the region as a future low-cost e-fuel producer and exporter. The Latin America automotive e-fuel market is expected to grow at a CAGR of 32.2 per cent till 2034, with abundant renewable resources for cost-competitive green hydrogen production. The top four companies in this market are Porsche, HIF Global, Arcadia eFuels, and Norsk e-Fuel, accounting for approximately 30 per cent of the market share. These firms focus on producing synthetic fuels using renewable energy, green hydrogen, and captured CO2, enabling near carbon-neutral operation of ICE vehicles and supporting decarbonisation in the automotive sector. Porsche has heavily invested in e-fuel production to complement its electromobility strategy, particularly for high-performance ICE vehicles. -OGN / TradeArabia News Service Copyright 2024 Al Hilal Publishing and Marketing Group Provided by SyndiGate Media Inc. (
Mint
05-07-2025
- Health
- Mint
Hydration vs hype: Who really needs electrolytes?
A sachet that carries lofty promises can sometimes kill you. Parth Shivendra, 47, a software professional in Bengaluru, who is also a marathon and triathlon runner, almost died last year when he consumed a sachet of electrolytes (he refused to name the brand) containing sodium chloride and potassium during a pickleball competition. After a late night out with his friends, Shivendra woke up early the next morning, went to the gym because he 'had to clock in" his workout, had a quick breakfast and went straight to the pickleball court. 'I instantly felt nauseous, although this was a brand I was used to having daily. A few minutes in, my mouth went dry and my hands and body felt heavy and weirdly out of control," Shivendra said. Medical tests revealed he had a sudden sodium overdose after a salty breakfast and gulps of an electrolyte drink. The doctor advised him to stop taking all hydration supplements for a few months. 'I had not done any regular medical tests until then. I would work out, I had no extra fat, and no complaints. A year after that incident, I am back to my normal exercise routine, but now I take every supplement with a lot of caution. I am more in tune with my body," he said. Shivendra's case is that of a cautionary outlier. For most people, any formulation of electrolytes or hydration salts in limited quantities is safe, and perhaps even useful in the climate-change era, with rising humidity levels compounding heat stress. Hydration nation Hydration salts are a rapidly growing segment of the global wellness market, and India is no exception. Everyone from women in menopause to millennial pickleball players worry about balancing their minerals and salts. Pritie Jadhav, a 44-year-old pickleball player who has played in Mumbai's pickleball circuit for the past one-and-a-half years said, 'It's common to see an electrolyte company sponsoring a pickleball event. I see the interest in and consumption of these brands increasing." Do we all have a need for fluids packed with sodium, potassium, magnesium, calcium? And if not all of us need these electrolyte elixirs, is the hype around them and the market swell proportionate to the good they can do? According to a study by Global Market Insights (March, 2025), the global electrolyte drink market was valued at $38.3 billion in 2024 and is expected to grow at 5.6% from 2024 to 2034. Several Indian newspapers reported in April that with the sweltering heat and unusually high temperatures, demand for dehydration-preventing drinks soared in India this year. According to the market research firm PharmaTrac, sales of the widely used brand Electral rose 27% in March. Electral is a legacy brand. Generations that grew up in the 1980s and 1990s associate the granular white powder with rough tummy days. The brand, more than 50 years old and manufactured by the pharmaceutical company FDC Limited, now has tough competition in urban India. New brands are being launched every year, ones that promise 'cellular hydration' and much more. They undergo quality testing at private labs such as Equinox, Fare and ALS, accredited by the Food Safety and Standards Authority of India (FSSAI), after which they get the pre-launch FSSAI safety stamp. Unlike herbs or plant-derived products, which come with the risk of heavy-metal toxins, hydration salts are much safer because the ingredients are usually lab-tested. Do you need electrolytes? To know who needs electrolytes – beyond regular water intake – it's important to know the basics. Electrolytes are minerals that carry an electric charge when they are dissolved in certain fluids. The ones human bodies rely on are sodium, potassium, chloride, bicarbonate, calcium, magnesium and phosphate. Our bodies make bicarbonate on their own, and it's fairly easy to meet our phosphate and calcium needs through what we eat. Sodium chloride — or table salt — used in almost all cooked food in India is the other essential. The electrolytes most commonly featured in lushly marketed new-age drinks are potassium, magnesium and sodium. What transpired in the body of the gym-obsessed pickleball player who fainted is this: he already had an excess of sodium in his body, so the sodium from his fizzy electrolyte drink sent him into hypernatremia, severe cases of which can lead to neurological issues such as confusion, seizures, and even coma. Electrolytes are essential for many bodily functions, including maintaining fluid levels, helping heart and nerve function, and regulating blood pressure. Magnesium helps with everything from muscle and nerve function to bone health, while chloride aids fluid balance and digestion. Potassium helps to regulate your heartbeat, lower blood pressure and regulate kidney function, while muscles need calcium, sodium andpotassiumto contract. Without electrolytes, our bodies run into dire difficulties quite rapidly. But are we in as much danger of running out of them as wellness companies would like us tobelieve? It all depends on what you are doing. The main way we lose electrolytes is through body fluids, so for otherwise healthy people, the biggest risk comes from a bout of sickness or diarrhoea. Other health conditions can also cause electrolyte deficiencies. For many of us, drinking habits fuel the need for extra electrolytes. If you drink lots of alcohol, you are at risk of dehydration, which can throw your electrolyte levels out of balance. Electrolytes can probably reduce the symptoms of a hangover. After all, the main ingredients in Myers Cocktail, the IV infusion now considered the holy grail of hangover cures, and popular among the elite in Los Angeles, Milan and Mumbai, are magnesium, calcium, Vitamin C and other anti-oxidants. But electrolytes are not a cure for systemic issues in the body caused by alcohol consumption. Generally, the groups most likely to benefit from an immediate infusion of electrolytes are endurance athletes or gym-goers who keep the intensity high. If you are in that category, sweat profusely, and your sportswear looks a bit white or crunchy when dry, it's a sign that you're losing a lot of electrolytes. Too much of a good thing Sports medicine doctors say the concentration of salt in sweat may increase as you perspire more heavily. Dr Aashish Contractor, director, rehabilitation and sports medicine, Sir HN Reliance Hospital, Mumbai, said, 'Water is the best form of natural hydration. Most people should aim to drink enough during the day so their urine is a clear pale yellow colour. "As a general rule of thumb, plain water is good enough for indoor workouts that are under an hour. For strenuous outdoor workouts that last more than 30 minutes, electrolytes might help. Do keep in mind that even if it's a short indoor workout, having a small quantity of electrolytes won't have any negative effects but may not be necessary. With the weather these days, dehydration is usually a greater cause of concern than over-hydration." Contractor cautioned that there for some individuals, excess electrolytes may be harmful. 'Those with a low heart pumping capacity, known as ejection fraction (if it's below 35%) should have these drinks only after consulting their cardiologist. Hyponatremia is another, in which a person over-consumes sodium," he added. Dr Divya Chauhan, an Ayurveda researcher and formulation expert, said, 'Ayurvedic hydration isn't about chugging neon-colouredliquids, it's about smart, synergistic fluids that work with your body. Ayurveda doesn't just see water as H₂O; it's one of the five elements (panchamahabhuta) that constitute all life. These remedies hydrate, yes, but also stoke agni, flush toxins, and balance your unique constitution. And honestly? A glass of coriander water on a hot day feels like a cool breeze from the inside not just about water entering your body — it's about how deeply it nourishes your cells." (See the box for Ayurvedic recipes that Dr Chauhan recommends for deep hydration). Mumbai-based functional medicine nutritionist Urvi Lakhwani stressed the need for electrolytes for hormone regulation in women. 'In women, fluid needs fluctuate across hormonal phases. This will depend on your activitylevels, whether you sweat a lot, the climate, your diet, and whether you have or or are prone to conditions such as blood pressure fluctuations, fatigue, abdominal conditions or heavy periods. If I was looking to buy, I would look for something that did not containextra sugar or artificial colours," Lakhwani said. Weight and body composition play a role in how we absorb and metabolise electrolytes. Muscle stores more water than fat does. So someone carrying less body fat and more muscle will have more water content in their body than someone who's carrying more weight and less muscle. If you're in the latter group, electrolytes help maintain optimal we age, muscle mass tends to drop while fat can go up, decreasing our water content increasing the riskof an electrolyte imbalance. Brand matters This is where the role of sodium and the quality of a brand matters. The electrolyte that most of us have more than enough of, she says, is sodium — it's in the salt we use daily. Magnesium is one that many are deficient in, leading to symptoms such as severe muscle cramps. But this brings us to one of the biggest problems regarding claims about electrolyte content: when a food or supplement manufacturer says that their product simply has 'more" electrolytes than the competition, that is not a particularly helpful metric. Sodium, for instance, is easy and cheap to add to almost anything, and it's a salt we get enough of already. Technically, you could claim that a roadside pav bhaji or dosa is loaded with electrolytes. If you do need to add salt to your diet – if, say, you are training for a marathon – adding a pinch of salt to your water can be enough. The market and emerging conversations around the need for electrolytes is largely hype. Yes, Indians are more active than they used to be as fitness is now aspirational, and that electrolyte sachet or pill is an easy thing to add to your daily life and feel good about. Brands know and exploit this need well. Currently, prices of these drinks vary from ₹600 to upwards of ₹5000, depending on the formulation and the brand. Notable brands in India include Ace Blend's Hydro Hype, Wellness Nutrition's Hydrasalt, Steadfast Nutrition's Steadlytes, Supply 6, Poptopia, and the oldest one, Fast & Up 9 (sales of which soared during the pandemic). The most elite electrolyte brands globally are LMNT, Nuun, Salt of the Earth, Cadence, DripDrop — some of which were born in wellness labs of the Silicon Valley — and Noval Djokovich's brand Sila, which is yet to be sold in India. Hear it from three of India's popular brands: Shivam Hingorani, founder, Ace Blend, said before they launched their electrolyte brand Hydro Hype, their research showed that a number of chronic health conditions such as fatigue were due to ineffective hydration. He said, 'What we found even more relevant to India is that we are a sodium-sensitive population. While brands in the West focus on high levels of sodium or 'salts' targeted at athletes, aping that concept in India is not only futile but can also be detrimental. Many conventional electrolyte drinks either underdose or overdose sodium, creating problems for people with heart conditions or hypertension. It's crucial to know that hydration also isn't limited to athletes. It's a lifestyle need for office-goers, students, parents, and anyone exposed to long hours of humidity or stress." Hydro Hype is a nitrate-infused electrolyte, which, besides hydrating the body, enhances nutrient transport through vasodilation, according to the company. Natural dietary nitrates (from beetroot) widen blood vessels, improve circulation, and allow for better delivery of electrolytes throughout the body, it claims. Aman Puri, founder of Steadlytes Nutrition, whose electrolytes brand SteadLytes is an effervescent formulation, said each tablet contains sodium, chloride, potassium, magnesium and calcium, besides vitamin B12 and Vitamin C. 'As awareness around hydration grows and wellness continues to influence consumer choices, we expect this segment to grow rapidly, driven by innovative formulations with added vitamins and antioxidants, and increased adoption beyond professional athletes to the everyday consumer," said Puri, a competitive mountain biker, shooter and triathlon running, and a certified nutrition and fitness expert. Wellbeing Nutrition's Hydra Salt is an 'isotonic formula with optimized ratio of electrolytes, essential vitamins, amino acid, pink Himalayan salt and coconut water". Shradha Khanna, lead nutritionist, said, 'Sugar makes hydration less effective. As carbs are burned, they lose their osmotic benefit. HydraSalt™ uses an optimised ratio of electrolytes and essential micronutrients without any added sugar or carbohydrates to accelerate hydration and sustain it for longer." Launched as recently as April 2025, the brand has since grown three-fold, Khanna said. Hydration drinks are an extension of the #watertok craze of 2024 — an obsession with staying hydrated that went viral on TikTok and Instagram. Hydration goals are as aspirational as matcha – be it consuming a certain amount of water, simply remembering to drink more each day, or choosing filtered water and electrolyte drinks over tap water and fizzy drinks. At the Wellness Co in Mumbai – a swanky wellness destination for various kinds of treatment such as NAD IVs, cryotherapy, hyperbaric oxygen treatment or infusions for skin health – hydration is the foundation on which other ingredients are delivered to the body. The longevity era Wellness trendcasters including the Global Wellness Institute have predicted that going into 2026, there will be health drinks for every imaginable need in the nutraceuticals market. Prepare to say hello to collagen drinks, gut health drinks, sleep drinks, healthy alcohol substitutes, herbal hot chocolates, pottering waters and several adaptogenic libations comprising ashwagandha, turmeric or cordyceps. The pressure to quaff healing liquids rises as we navigate the 'longevity era'. The takeaway on the hype around hydration then is this: if you already eat fruit, nuts, leafy greens and protein every day, drinking plenty of water and don't sweat too much, you can probably go about your life without worrying about electrolytes. But if you sweat, they are worth thinking about. The unanimous view of experts interviewed for this story is that if you feel thirsty a lot, experience stress-related symptoms, are unable to focus, and feel that 3 pm brain fog, electrolytes are one of the cheapest health interventions you can try, after ensuring that none of these the symptoms are related to underlying conditions that need medical intervention. Ayurvedic hydration recipes Dr Divya Chauhan, Ayurveda researcher and formulations expert, recommended the following natural recipes to achieve optimal hydration the Ayurvedic way. Process: Soak 1 tbsp of lightly crushed coriander seeds in 2 cups of water overnight. Strain and add a pinch of rock sugar (dhage wali mishri if possible, or jaggery). Don't use honey as it has hot potency and may do more harm than good. Effect: Deeply cooling, replenishes minerals, and gentle on kidneys. Ideal for hot summers. Portion: 30–40 ml on an empty stomach for 5-7 weeks. Process: Mix juice of ½ lime + pinch of Himalayan salt + 1 tsp jaggery in warm water. Cool to room temp. Effect: Balances all six tastes, replaces sodium/potassium lost in sweat, and provides iron through jaggery. Process: Toast cumin seeds, crush and blend with water, lime, mint and a pinch of rock salt. Effect: Cumin boosts absorption; solution combination provides salt/minerals to prevent cramps. Process: Dilute 3 tsp of plain yogurt with 60 ml of water, add roasted cumin powder, salt as per taste. Effect: Probiotics aid gut health, electrolytes hydrate, and it's pitta-pacifying (acid-neutralising). * After cooking rice (not in a pressure cooker but an open vessel), drink the cooled starchy water mixed with a pinch of rock salt or Himalayan salt to soothe dryness and nourish tissues. * Steep rose petals, mint, or vetiver roots (khus) in water overnight for a cooling and toxin-clearing drink. Sanjukta Sharma is a Mumbai-based journalist, and founder of the wellness and health IP, @the_slow_fix.
Zawya
02-07-2025
- Business
- Zawya
Energy as a service market to surge 8.7% CAGR by 2034
The Energy as a Service (EaaS) Market reached a valuation of $126 billion in 2024 and is projected to grow at a CAGR of 8.7% from 2025 to 2034. This growth is driven by the increasing shift toward sustainability, reinforced by supportive government incentives and surging energy demand across industries, according to Global Market Insights. Businesses and institutions are actively seeking cost-effective, resilient, and decentralised energy solutions to optimise consumption and enhance efficiency. Subscription-based energy service models are gaining traction as they provide long-term cost savings and operational advantages. Market dynamics are further influenced by the rising emphasis on energy efficiency, grid modernisation, and digital transformation in the sector. The growing integration of advanced technologies, such as IoT sensors, predictive maintenance tools, and real-time analytics, is improving energy management, making EaaS solutions more viable for businesses. Governments worldwide are also implementing stringent energy regulations and funding programs to promote sustainable energy initiatives, further driving adoption. With an increasing focus on reducing carbon footprints and improving energy resilience, the demand for flexible and scalable EaaS models is rising, setting the stage for sustained market expansion over the next decade. The industry is categorised into energy supply services, operational and maintenance services, and energy efficiency and optimisation services. Operational and maintenance services play a crucial role in ensuring the reliability and performance of energy systems. These services are projected to generate $132.5 billion by 2034 as businesses prioritise solutions that enhance efficiency and sustainability. By providing continuous energy supply, optimised operations, and minimised downtime, these services help organisations achieve better energy management while maintaining cost-effectiveness. The rising need for seamless infrastructure maintenance and operational support is driving widespread adoption, allowing businesses to reduce risks and improve long-term energy performance. -TradeArabia News Service Copyright 2024 Al Hilal Publishing and Marketing Group Provided by SyndiGate Media Inc. (
Forbes
25-06-2025
- Health
- Forbes
No Beating Around The Bush: The Rise Of Vagiceuticals & Intimate Care
close up woman and healthy womb concept getty Gone are the days when Summer's Eve was the default for what was once narrowly defined as 'women's intimate care'—and thank goodness. Today, a new generation of brands are reshaping the conversation, where skincare science merges with women's intimate wellness to support the health of our most delicate areas. From microbiome-friendly cleansers to hydrating serums, a growing array of products is addressing the specific needs of women. But this shift goes beyond beauty. It's about honoring holistic well-being, embracing our bodies without shame, and empowering us to feel confident at every stage of life. As more women open up about the hormonal fluctuations that shape nearly every phase of our lives, intimate care is becoming a meaningful part of both the wellness conversation and our daily routines. According to Global Market Insights , the women's intimate care market was valued at $40.3 billion in 2023 and is projected to reach $59.8 billion by 2032. 'From Halle Berry and Naomi Watts (who I interviewed about a year ago) opening up about their menopause journeys to Olivia Munn raising critical awareness around early breast cancer detection, and Halsey and Amy Schumer candidly sharing their struggles with endometriosis, a growing number of high-profile women are helping to destigmatize taboo health topics,' says Dr. Roxanne Pero, OBGYN and Medical Advisory Board member for O Positiv Health over email. 'Their vulnerability is empowering others to speak up—and it's making a difference.' She adds that in her own practice, more women are reporting symptoms like shifts in body odor or intermittent vaginal itching. 'It validates just how powerful it is when women realize they're not alone.' Hygiene Hero Courtesy of Hygiene Hero Michelle Yeh, founder of Hygiene Hero, was one of the first to bring science-backed, menopause-focused products into the intimate care space in 2022. 'The brand is rooted in science, sensuality, and self-love. We create clean, effective, and elegant solutions for concerns often ignored by mainstream beauty and health industries,' she explains. With over 30 years in the beauty world, it was her own menopause journey that exposed the glaring lack of intimate wellness solutions. 'Most products were made for men's convenience, masked with synthetic fragrances, or loaded with chemical-based ingredients that compromised long-term health,' says Yeh. 'That's when I realized women deserve better. Intimacy doesn't have an expiration date.' Menopause Meets Microbiome: Inside Hygiene Hero's Approach Hygiene Hero debuted with microbiome-balancing vulva care products formulated to address hyperpigmentation, ingrown hairs, irritation, and age-related skin changes. In 2023, Yeh launched a first-of-its-kind product designed for labial skin dryness and discomfort—with ingredients that also enhance desire. 'This is how our VipStick Serum , our self-proclaimed world's first skin-nourishing pleasure primer for your 'lower lips,' came about,' says Yeh. I've been loving the products I've tried from Hygiene Hero—especially the Private Bars and Perfect Pause VV Oil, a moisturizer-lubricant hybrid designed for women in menopause. What Are Vagiceuticals—And Why Women Need Them Now Plum Courtesy of Plum Another innovator in the space is Plum , which launched in 2025 with two pharmacist-developed formulations dryness in a serum and a spray to address vaginal—what co-founder Lisa Krady coined 'vagiceuticals,' a term she tells me over a call she decided not to trademark to keep the category open for others to provide solutions. 'Over 50% of women will experience vaginal dryness at some point in their lives. That's a lot of women who weren't being offered solutions that spoke to them,' Krady explains. 'We wanted the opposite of the outdated, clinical products women felt they had to hide in a drawer—so we created vulvovaginal care that's both clinically proven and shelf-worthy.' 'Skincare for the Vulva Deserves Clinical Rigor' Vagiceuticals, she explains, are science-backed, hormone-free products designed specifically for vulvovaginal skin. 'Before Plum, options were either mild, but ineffective long-term or relied on strong hormonal ingredients suitable only for severe cases,' says Krady. 'We saw an opportunity to offer something safe, effective, and empowering.' Clinical testing, she adds, is non-negotiable. 'Skincare for the vulva requires a different level of care. It must be evidence-based, thoroughly tested, and guided by real expertise. Our team includes experienced pharmacists and a medical advisory board specializing in women's health. This is a category that demands intention and clinical rigor.' Vaginal dryness and itching are about as fun as it sounds, and it can be intense. It's also pretty embarrassing to have to explain. Plum's patented-peptide based formulas have been saviors and offer fast relief. I particularly like the preventative protection the products provide with consistent use. The Vagina Is Self-Cleaning—So What Should We Use? Clue Medical expert Dr. Marcella Israel, OB/GYN, echoes the need for caution. 'The vagina is a self-cleaning organ with a delicately balanced ecosystem. In most cases, inserting products—even water—can disrupt that balance and cause irritation or infection,' she shares over email. Instead, she encourages focusing on education around vulvovaginal anatomy and function. 'I always advise patients to avoid irritants like scented soaps, harsh detergents, and unnecessary additives.' The First-Ever Serum for Breast Skin Savior Beauty Courtesy of Savior Beauty Intimate care is also expanding beyond the vulva. Carla Guerra, former executive at La Mer and Dior, launched SAVIOR Beauty in 2024 to address the often-overlooked skin of the breasts. Inspired by her breast cancer journey, Guerra created the first serum formulated specifically for this delicate area. 'SAVIOR isn't about firming, lifting, or making the breasts larger,' she shares with me on a call. 'This product is patent pending, clinically proven, and dermatologist-tested to treat the unique needs of breast skin.' 'The Beauty Industry Has Ignored This Area for Too Long' According to Guerra, the breast is one of the most dynamic and sensitive parts of a woman's body—affected by everything from hormonal changes to clothing friction and life stages like PMS, pregnancy, and menopause. She explains, 'With fewer oil glands and a weaker barrier, the skin is more prone to dryness, irritation, and long-term damage—yet it's largely been ignored by the beauty industry.' SAVIOR's clinical testing included 30 women over 35, half of whom had undergone some type of breast surgery. 'The results were exceptional,' says Guerra. 'Participants reported improved texture, reduced redness, and stronger skin barrier function within two weeks.' Additional benefits included microbiome restoration and protection against environmental stressors. I love this serum. It sinks right into the skin and provides a great base for makeup to cover sun damage on my decollete. I also give the brand bonus points for the glass bottle being stunningly beautiful—one that made coveted real estate space on my bathroom counter. Natural Support for Hormonal Wellness The Way Apothecary Courtesy of The Way Apothecary The Way Apothecary, founded by Francoise Decatrel in 2024, takes a holistic approach to personal care, offering aromatherapy-based bath and body products that support hormonal balance, emotional well-being, and nervous system regulation. 'The Way Apothecary is a sanctuary for the modern woman in midlife,' says Decatrel. 'But the brand is also deeply rooted in content—supporting women through lifestyle, not just products. On the site, there are sections that go into mind, body, and spirit with journal entries, meditations, and soon, some classes too. There's also the podcast, The Way Home to Yourself.' Supporting Midlife with Ritual, Not Resistance The brand's Women's Circle collection includes shower gels and body oils in three formulations tailored to different stages of midlife. 'These phases begin as early as our late 30s and unfold through perimenopause and beyond,' Decatrel explains. 'Each formula supports shifting needs—skin, hormones, mood—while offering deeper nourishment through ritual.' Her inspiration came from personal experience. 'I dealt with reactive skin, anxiety, and a deep shift in how I felt physically and emotionally—symptoms I later recognized as perimenopause,' she says. As a clinical aromatherapist, she began formulating products to support rather than suppress these changes. 'It was transformative.' Decatrel's goal: a natural alternative to HRT. 'Essential oils interact with the limbic system through the olfactory pathway, influencing mood, memory, and stress response,' she says. 'Some also support hormonal balance by regulating estrogen, modulating cortisol, or easing progesterone-related symptoms.' I have been using the body oil regularly and found great relief to my intense and chronic mastitis almost immediately upon application, which has truly been a godsend for me. I also find the fragrance of the oils both uplifting and calming. Real Solutions for Real Bodies These are just a few of the brands leading the way with innovative, thoughtful solutions—and this is only the beginning. As someone navigating perimenopause, it's deeply encouraging to see more science-backed options addressing the personal, often-taboo challenges women face. I've used many of the products mentioned here, and they've truly changed how I care for my body. I now enjoy the ritual of tending to areas I once felt conflicted about. It feels good to celebrate them—not hide them—as essential parts of who I am.
