P&G, M13 launch Kindra, new DTC brand for menopausal women

By Danielle Masterson contact

- Last updated on GMT

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Getty Images

Related tags: Menopause, healthy aging, Hot flashes, ashwagandha, Melatonin, french maritime, Pine bark extract

Kindra provides estrogen-free supplements to combat menopause without a prescription.

P&G Ventures and M13 joined forces to take a fresh look at managing menopause. Kindra, the first company from the launchpad, is a new direct-to-consumer brand providing estrogen-free, research-backed solutions for managing and relieving symptoms of menopause.

Austin Deng, co-founder & head of product, Kindra, told NutraIngredients-USA, “It’s exciting to pull from the broad knowledge and expertise of scientists at P&G to help women going through menopause.”

Taking on the neglected world of menopause

Kindra products include three dietary supplements and a lotion, all available without prescription. 

Key products include:

  • The Daily Vaginal Lotion—The gynecologically-tested lotion aids in soothing sensitive vaginal skin and is made with clinically-tested ingredients. The lotion is estrogen-free, cruelty-free, paraben-free, and fragrance-free. The one-ounce bottle costs $46 or $40 with a subscription.
  • The Core Dietary Supplement—The French maritime pine bark extract and ashwagandha extract blend offer support for common symptoms such as hot flashes, night sweats, disrupted sleep, mood swings, brain fog, fatigue and stress. The 30-capsule package costs is $46 or $40 with a subscription.
  • Energy Boosting Dietary Supplement—The formula helps keeps the mind sharp while managing fatigue and hot flashes, using ingredients such as French maritime pine bark extract and green tea leaf extract. The 30-capsule package costs is $46 or $40 with a subscription.
  • Sleep Enhancing Dietary Supplement—A proprietary blend of herbal extracts and melatonin help with sleep and manage those 'up-all-night sweats'. The 30-capsule package costs is $46 or $40 with a subscription.

Scientifically-formulated supplements to tackle hot flashes, mood swings, and more

Brian Burgdorf, R&D section head, P&G Ventures, told NutraIngredients-USA that formulating the supplements was several years in the making. “P&G has extensive knowledge in the nutraceutical space, so this helped accelerate the development. That said, it took a few years. We identified ingredients that were supported by scientific clinical data. Then we worked with a partner to develop the formulas and ensure the final products performed as intended before testing with consumers.”​ Burgdorf added, “We were interested in ingredients with scientific clinical support for menopause symptoms that were not estradiol or the typical phytoestrogens used today.”

The company said it believes Kindra products will appeal to a broad spectrum of women, including those who are either not eligible for prescription hormone replacement therapy (HRT) or are concerned about HRT side effects. 

The market for menopause 

Kindra products were designed to be more accessible and affordable than prescription remedies. The menopause treatment market is expected to reach a valuation of $3.3 billion by 2023, according to P&G.

About 6,000 American women reach menopause each day. The average woman begins menopause at 51, but perimenopause symptoms typically begin four years earlier, according to P&G.

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