The brand’s products are now available in more than 1,800 Target stores across the U.S. and Target’s online storefront in a shift aimed at bringing greater visibility and easier access to non-hormonal menopause and perimenopause solutions.
Retail expansion aligns with demand
The Target rollout represents a pivotal step in the company’s growth strategy, Sonny Stafford, chief operating officer at Bonafide Health, told NutraIngredients.
“Launching into more than 1,800 Target stores is a significant milestone for Bonafide,” he said. “We built our foundation as a direct-to-consumer brand, but true scale requires meeting women everywhere they are.”
The shift into mass retail responds to what Bonafide sees as a broader transformation in the consumer health landscape.
“This is not just about distribution; it’s about changing the way women experience menopause care,” Stafford said. “Making our safe, research-backed options visible and accessible in a national retailer like Target is how we drive behavior change, reduce stigma and bring this category into the mainstream where it belongs.”
In-store education supports market differentiation
To support the retail transition, Bonafide is investing in visibility at shelf, including endcap displays and symptom-specific messaging. Stafford emphasized the importance of consumer education in destigmatizing menopause care, as “education at the shelf is key...our mission has always been to destigmatize women’s health and provide women with credible, science-backed choices.”
This visibility is seen as a way to build consumer confidence at the point of purchase.
“Endcaps and symptom-specific messaging help women feel seen, and they reinforce that solutions for menopause symptoms belong in the open,” he said. “That visibility and information is what drives consumer confidence to take action.”
Consumer research informed retail channel strategy
Bonafide’s decision to expand into physical retail was directly influenced by findings from its 2025 State of Menopause Study. The survey “reinforced just how much work there is to do in this space,” Stafford explained, and revealed a strong preference among women for hormone-free, research-based options and highlighted retail availability as a key driver of product trial.
“Women continue to tell us they feel underserved, under-educated and stigmatized when it comes to menopause care,” he said, and the survey “showed clearly that availability at retail is one of the biggest drivers of trial...that’s why Target was the right partner and the right next step.”
Product selection prioritizes high-need menopause symptoms
Bonafide’s Target assortment includes four SKUs, with an initial focus on hot flash relief, vaginal health and sexual wellness.
These categories were selected based on “where women face some of their greatest unmet needs,” Stafford said. “It was important for Bonafide to lead with products that address issues most likely to impact women’s daily lives during menopause and to demonstrate the unique value we bring to this category.”
He also confirmed that Bonafide will continue to broaden its retail product range.
“Over time, the product assortment will evolve as we continue to expand our pipeline of science-backed innovation and introduce novel products into the market,” he said.
Retail launch signals broader category growth
Bonafide’s entry into mass retail reflects a wider trend toward increased commercial focus on midlife women’s health and wellness.
“Our launch into Target shows how much potential there is in the area of midlife women’s health,” Stafford said. “Menopause is now mainstream, and companies that bring credible, science-driven innovation to this space will grow.”
This trend is likely to influence both innovation pipelines and investment priorities across the supplement and health product categories.
“For Bonafide, this is both about serving unmet needs and about building the women’s health category into what it deserves to be,” Stafford added.
Innovation pipeline remains anchored in clinical development and HCP engagement
While the company scales its retail presence, Bonafide is maintaining its focus on scientific R&D and healthcare provider outreach.
“Retail doesn’t change our strategy around innovation, it strengthens it,” Stafford said. “We will continue to focus on developing hormone-free, clinically-validated solutions that healthcare providers can trust and that women can feel good about using.”
He emphasized the role of the company’s healthcare provider field force in expanding education and awareness.
“We continue to invest in our HCP field force, which plays a critical role in bringing greater awareness of our safe, effective, non-drug alternatives to menopause symptoms,” he said.
“This combination of scientific rigor, trusted clinical education, and expanded consumer access is what sets Bonafide apart.”
