Empowering Women Through Ingredient Innovation
A new era of wellness is here—and it’s being led by women. As conversations around hormonal balance, fertility, metabolism, and mood gain mainstream momentum, the health and nutrition industry is undergoing a seismic shift. Women are no longer settling for one-size-fits-all solutions. They want products that reflect their biology, fit their lifestyles, and support their long-term goals—and brands are responding.
According to McKinsey, the global wellness economy has ballooned to $1.8 trillion, and women are the driving force behind its evolution. This demand for tailored, clinically grounded support has fueled the rise of gender-focused health platforms like Hims & Hers, whose $12 billion valuation reflects more than just smart marketing. It signals a cultural reset, one where personalization, transparency, and science-backed efficacy are non-negotiable.
From hormone-balancing inositols to stress-supporting adaptogens, from beauty wellness solutions to mitochondrial and antioxidant support from ingredients like PQQ and EGT, women’s wellness is no longer a niche—it’s a movement.
A $316 Billion Market—and It’s Just Getting Started
As the female-focused wellness market continues its expansion, we are seeing a shift in priorities, purchasing power, and product expectations. The brands that win in this space will be the ones that understand, and serve, the nuanced and evolving needs of female consumers.
The numbers tell a compelling story. Future Market Insights projects that the women’s health supplements market will nearly double from $163.5 billion in 2025 to $316 billion by 2035, growing at a 7.5% CAGR. This growth is fueled by three key forces: rising awareness of female-specific health concerns, an increasing focus on preventive care, and the widespread demand for personalized wellness solutions.
Where She’s Spending: 3 Wellness Priorities You Can’t Ignore
1. Hormonal Health
The global menopause market was valued at $16.93 billion in 2023 and is projected to grow at 5.37% CAGR through 2030. Products that support hormonal equilibrium, especially during perimenopause and menopause, are in high demand.
2. Skin Health
U.S. consumers are increasingly turning to beauty-from-within supplements. Vitamins and minerals that support glowing skin and overall vitality are securing a significant portion of the women’s health market.
3. Gut Health
Digestive health continues to be a top priority, with women leading the demand for probiotics, prebiotics, and microbiome-supportive supplements.
Notably, women make about 80% of healthcare purchasing decisions in the U.S., according to Forbes. This purchasing power underscores the importance of addressing their specific health and product preferences.
The Ingredients Women Want — Backed by Science
As women seek wellness solutions that are both effective and personalized, certain ingredients have emerged as frontrunners, buoyed by both consumer enthusiasm as well as clinical research support.
Myo-Inositol and D-Chiro Inositol stand at the forefront. These naturally occurring compounds play a key role in hormonal balance, reproductive health, and metabolic function, making them especially valuable for women managing conditions like PCOS. A comprehensive 2017 meta-analysis led by Dr. Vittorio Unfer found that Myo-Inositol significantly improved insulin sensitivity and reproductive outcomes in women with PCOS. Meanwhile, research published by Dr. John Nestler in 1999 demonstrated that D-Chiro Inositol effectively reduced androgen levels, further supporting hormonal equilibrium when used in conjunction with Myo-Inositol.
Together, these two ingredients represent a powerful, synergistic approach to hormone regulation, one that’s increasingly being integrated into modern women’s health formulations.
Other ingredients gaining traction in the women’s wellness space include:
- PQQ & EGT: A dynamic duo for mitochondrial health, antioxidant defense, and skin vitality. PQQ (Pyrroloquinoline Quinone) improves skin texture and tone while reducing solar elastosis after just 4 weeks of topical application. It also protects skin cells from oxidative stress and DNA damage in mitochondria-related models. Meanwhile, EGT (Ergothioneine), taken at 25 mg/day, significantly boosts skin hydration, reduces transepidermal water loss, and smooths fine lines within 8–12 weeks. EGT offers stronger oxidative stress protection than CoQ10 and helps inhibit MMP1, preserving collagen and shielding against UV damage.
- Ashwagandha & Maca: Revered for their adaptogenic properties, these botanicals help the body respond to stress and are believed to support hormonal stability, libido, and mood.
- Collagen: The backbone of beauty-from-within products, collagen supports skin elasticity, hydration, and joint function—key concerns for women across all life stages.
- Iron & Magnesium: Two essential minerals that are often deficient in women, iron is crucial for energy and oxygen transport, while magnesium plays a vital role in mood regulation, muscle recovery, and restful sleep.
As we transition from rising demand to real solutions, it’s clear that clinically backed ingredients—especially when formulated with intention—are what will define the next generation of female-focused wellness products.
Formulating for Her: What Works, What Sells
In the women’s wellness category, success isn’t just about what goes into a product, but also about how it’s delivered. Modern consumers are prioritizing efficacy, convenience, and clean-label transparency, and the most successful brands are meeting them where they are.
Instead of traditional tablets, women overwhelmingly prefer approachable, enjoyable formats like gummies, powders, sachets, and functional beverages. A clear example is the rise of O Positiv’s FLO PMS gummies, which helped the company grow from a 1 SKU brand to now 18 SKUs with #1 best-sellers on Amazon as well as shelf space at major retailers like Target and CVS. Their success underscores a powerful insight: when science meets flavor and convenience, women respond.
Formulators entering this space should consider the following strategies:
- Cycle-Based Dosing: Tailoring formulas to align with a woman’s hormonal fluctuations, across her menstrual cycle or life stage, can improve both perceived and clinical effectiveness.
- Clean Labels Are Non-Negotiable: Today’s consumers expect more than transparency—they demand it. Products must feature natural flavors, no added sugars, recognizable ingredients, and responsible sourcing.
- Sweetener Innovation: HOWTIAN supports this clean-label mandate with a portfolio of natural sweeteners, including proprietary stevia blends, monk fruit extracts, allulose, and erythritol. These enable sugar-free or reduced-sugar solutions without compromising on taste.
A standout example is the use of inositols, which offer a mildly sweet, neutral flavor profile with no off-notes, making them ideal for flavored drink mixes or functional beverages. For clinical efficacy, typical beverage formulations include 1,000 to 2,000 mg of Myo-Inositol per serving, with a recommended daily intake of 4,000 mg split into two servings. The most studied and effective ratio is 40:1 Myo- to D-Chiro Inositol (e.g., 2g:50mg), a balance shown to support hormonal regulation and metabolic function.
With the right delivery format and thoughtful ingredient pairing, brands can bridge science and everyday usability to meet women’s expectations for results and experience.
Lessons from the Leaders: Brands Getting Women’s Wellness Right
The momentum behind women-focused wellness is evident in the success of these innovative brands:
- Hers offers telehealth-driven care across mental health, sexual wellness, and dermatology. With a science-forward approach and affordable access, they’re reshaping how women engage with healthcare.
- O Positiv began with PMS gummies and has expanded into menopause and digestive support, proving that product evolution anchored in women’s real needs drives loyalty.
- Ritual is known for traceable, life-stage-specific multivitamins. Their transparent sourcing and education-first approach have earned strong appeal among millennial mothers and wellness enthusiasts.
As Dr. Roxanne Pero of O Positiv says: “Finally, a company that spans the entire spectrum of women’s health needs… for the modern-day woman at any age and stage of her life.”
Demos That Deliver: Lavender Lemonade for Mood & Metabolism and Mango Dragon Fruit Energy Refresher
HOWTIAN helps bring wellness concepts to life—like these sugar-reduced, clean-label beverage prototypes that combine functional support with standout flavor and clinical relevance.
Inositol-Infused Lavender Lemonade Formula (per 1L)
Supports Mood Balance & Glucose Metabolism
| Amount | Function | |
|---|---|---|
| Allulose | 35 g (3.5%) | Natural sweetener; adds body and mouthfeel |
| HOWTIAN Bio M 95 (Reb M) | 330 ppm | High-purity stevia; clean, sugar-like taste |
| Myo-Inositol | 20 g (2%) | Supports mood balance & glucose metabolism |
| Lemon Juice Concentrate | 3–5% | Flavor and natural acidity |
| Lavender Extract | 0.05–0.1% | Floral flavor and aroma |
| Citric Acid | Adjust to pH 3.0–3.4 | pH control and flavor enhancement |
| Salt | 100 ppm | Rounds out flavor |
| Optional Natural Colors | — | Butterfly pea or purple carrot for visual appeal |
Reduced Sugar Mango Dragon Fruit Energy Refresher
Provides Clean Energy & Antioxidant Support
| Amount | Function | |
|---|---|---|
| Allulose | 5 g | Natural sweetener; provides sweetness and mouthfeel with low caloric impact |
| HOWTIAN Flevia | 0.0175 g | Stevia-based sweetener; enhances sweetness and improves taste profile |
| HOWTIAN Andromeda Stevia | 0.019 g | High-purity stevia extract; contributes clean, sugar-like sweetness |
| Dragonfruit Powder | 1 g | Adds natural color, flavor, and antioxidant properties |
| Citric Acid | 0.20 g | Provides tartness and pH adjustment for flavor balance |
| Malic Acid | 0.20 g | Enhances fruitiness and smooths sourness in flavor profile |
| Mango Nectar | 25.00 g | Delivers tropical flavor and natural sugars |
| HOWTIAN PQQ | 0.0042 g | Supports mitochondrial health and antioxidant protection |
| NR-Malate | 0.0625 g | Nicotinamide Riboside for cellular energy metabolism |
| HOWTIAN Glucuronolactone | 0.125 g | Detoxification support and energy ingredient commonly used in functional drinks |
| Water | 68.3208 g | Base for hydration and ingredient dissolution |
These beverage concepts demonstrate HOWTIAN’s ability to combine functionality, flavor, and clean-label formulation into ready-to-deploy innovations that resonate with today’s health-conscious female consumer.
Elevating Her Health, One Ingredient at a Time
Today’s women are looking for more than generic supplements. They seek solutions that are purposeful, scientifically sound, and designed with their unique wellness journeys in mind. As the female health and wellness sector expands, so too does the opportunity for brands to lead with intention.
HOWTIAN is uniquely positioned to support this movement. Through our robust portfolio of natural sweeteners and functional ingredients, formulation expertise, and clean-label innovation, we empower our partners to develop products that women trust and love.
Together, we can raise the standard of wellness—for her.