The move comes amid steady growth in the category: The global women’s health and beauty supplements market generated $57.4 billion in 2024 and is projected to grow at a compound annual growth rate (CAGR) of 5.3% to reach $77.5 billion by 2030, according to Grand View Research.
“There are more than 130 million women over the age of 18 in the U.S., and as they move through life, their bodies undergo significant changes that bring real, often disruptive symptoms,” Jane Pemberton, CEO of Blueroot Health, told NutraIngredients. “Our goal is to be there—whenever women and their healthcare practitioners need us—with clinically sound, hormone-free nutrition as her needs change over time.”
Leveraging practitioner trust
As Pemberton explained, Fairhaven’s reputation extends beyond fertility specialists to include medical doctors, naturopaths, acupuncturists and other healthcare providers. For over two decades, the company has been recognized for its clean, hormone-free fertility supplements, which are “used in leading clinics and recommended by healthcare professionals worldwide,” the company’s press announcement noted.
Pemberton told NI that the company is “building on that trust” by pairing its new product line with practitioner education. The goal, she explained, is to “empower practitioners to address women’s health needs with confidence” through clinically supported, natural solutions.
Expanded portfolio and R&D approach
The updated portfolio includes multivitamins tailored to each stage of a woman’s life, paired with targeted solutions for cycle regularity, vaginal balance, lactation support and menopause relief.
According to Fairhaven, its flagship FH PRO line will remain central to the fertility offering, with “a published clinical trial [showing] FH PRO for Women increased clinical pregnancy rates by 23%.” The formulation is designed to provide “complete prenatal nutrition, along with a unique antioxidant blend to support ovulation and egg quality,” the release stated.
Pemberton described the broader R&D process as starting with “clinical and epidemiological data to identify key life stages, major risks and underlying causes.” From there, she explained, the brand expansion focused on developing “clean, hypoallergenic formulas with the most important nutrients and botanicals,” in collaboration with trusted partners.
Commitment to clinical evidence
Building on the success of FH PRO in fertility, Fairhaven is investing in targeted research to demonstrate the effectiveness of its expanded product range.
“We have been working with leading investigators who are focused on key gaps and needs to improve the most important aspects of women’s health,” Pemberton said.
That includes company-run trials using “unique natural product solutions” aimed at increasing awareness and adoption, particularly in peri- and post-menopause, and during “the first 1,000 days in the development and growth of the baby when mothers and babies’ health can be most impactful,” she shared.
“Our fertility products have set the standard in reproductive health—grounded in scientific research and clinical integrity,” John P. Troup, PhD, chief science officer at Blueroot Health, said in the press release. “That same science-first approach continues to shape and elevate every aspect of our innovation in women’s health.”
Differentiation in a saturated market
While many women’s health supplements are formulated primarily for retail appeal, Blueroot Health positioned Fairhaven’s offerings differently.
“Most women’s supplements are built to sell,” Pemberton said. “Ours are built to serve.”
Every product is “clean-label, hormone-free and supported by quality clinical science studies so women and their practitioners can trust what’s inside,” she added.
Grand View Research data suggests the expansion is well-timed: The global menopause market alone was valued at $17.79 billion in 2024 and is projected to reach $24.35 billion by 2030, growing at a CAGR of 5.4% from 2025 to 2030.
“We’ve earned our place in fertility, but women’s health needs neither begin nor end there,” Pemberton said. “Expanding into full-spectrum women’s health is a natural next step—one guided by the same science-first approach and practitioner trust that have defined our fertility leadership.”
