The new product, a non-hormonal liquid herbal supplement designed to support women through the hormonal changes that span menstruation to menopause, reflects the rising consumer demand for natural, clinically backed alternatives in the hormonal health category, a segment that has long been viewed as underserved.
“There’s a gap in natural yet effective solutions for women who have their active cycles and suffer from PMS, mood swings, bloating, etc.,” Apothékary Founder Shizu Okusa told NutraIngredients. “Every Phase addresses both these groups of women and the physical and mental discomforts caused by hormonal fluctuations with a natural, non-hormonal solution.”
According to Mintel, 25% of U.S. women aged 45 and older turn to vitamins, minerals, and supplements during menopause, while 19% of female consumers have used supplements for hormonal balance and would use them again.
Targeted science-backed formulation
Every Phase’s formulation combines traditional herbal ingredients such as shatavari root, chaste tree berry and Pycnogenol Mediterranean pine bark, a patented extract supported by over 160 peer-reviewed studies.
“With over 70% of women seeking natural remedies for hormonal health—and nearly 80% experiencing imbalances—Every Phase needed to deliver on both trust and efficacy,” Okusa said. “It was important for us to use a clinically tested ingredient like Pycnogenol along with other clinically studied herbs.”
The supplement is designed to be taken across life stages and addresses symptoms such as PMS, mood swings, hot flashes and brain fog without relying on hormone-based therapies. Okusa added that taste and palatability were also key considerations.
“Herbal solutions often taste terrible, making daily compliance difficult,” she said. “We made sure it tasted great—as we do with all our products.”
Shifting the conversation: Menopause & hormonal health
The company’s entry into the category aligns with the growing awareness of menopause and hormonal wellness. Mintel data shows that 40% of menopausal women believe hormonal health should have a more prominent place in general healthcare discussions, and 46% of U.S. women are post-menopausal.
Yet, many consumers still report inadequate preparation and limited access to non-prescription options.
“The latest rising treatment, HRT, is effective but requires hormone treatment and access to a physician,” Okusa said. “We are able to make this kind of solution accessible to women without a doctor’s visit or prescription.”
Retail expansion reflects market demand
Apothékary’s recent expansion into Ulta, Amazon and Sprouts reflects broader trends toward mainstreaming women’s wellness.
“This allows us to meet women where they already shop every day for beauty, health and wellness essentials,” she said. “It’s a reflection of both consumer demand and our mission to make natural healing accessible on a larger scale.”
According to Mintel, the U.S. sexual wellness market, which provides the closest proxy for sizing the menopause space, was valued at $1.87 billion in 2019 and is projected to reach $2.52 billion by 2029.
Normalizing hormonal health via influencers
Apothékary is supporting the launch with a 360-degree influencer-led campaign featuring both licensed health professionals and everyday women. Influencers include Erica Lugo and physicians like Dr. Amanda Krenz and Dr. Janelle Chavez, along with micro-influencers across various life stages.
“Influencers play a crucial role in breaking down the stigma around hormone health by making the conversations both approachable and relatable,” Okusa said. “The combination of authority with authenticity sparks meaningful dialogue around topics that were once considered taboo.”
Looking ahead: Innovation across life stages
With Every Phase as its first hormone-focused product, Apothékary plans to expand its women’s wellness portfolio.
“This was created as a supplement that grows with women—from their first period to menopause,” Okusa said.
The company is also exploring new delivery formats, such as teas and chewables, and sees synergy across its existing herbal lines, which target digestion, metabolism, blood sugar balance and sleep.
“Our launch into women’s health is just beginning,” she added. “We see ourselves supporting women’s health in both mind and body.”
