Hologram Sciences reveals Phenology, targeting “critically underserved” menopause space

02 May 2022 --- DSM’s Hologram Sciences is seizing a “US$600 billion” industry opportunity by offering “comprehensive, science, technology and diagnostic-led solutions in the menopause space,” where few fixes currently exist for women over 40.

Jessica Graham, general manager at Phenology tells NutritionInsight that in 2022 women’s health is “still critically underserved and under-innovated.” Phenology hopes to fill that gap.

“We are the first menopause brand taking a holistic view of menopause with targeted patent-pending nutritional supplements and beauty solutions which are tailored to her unique experience.” 

The brand seeks to shake up the menopause space by offering personalized solutions.The company has rapid plans to expand its offerings in a bid to meet the symptom needs of menopausal women where they are.

“We are exploring expansion plans of our portfolio to potentially include hair care and hair loss and sexual health & wellness product solutions. Phenology launches in North America with a roadmap to scale into global markets in the near future,” Graham adds.

Eyeing personalized nutrition
In the US there are an estimated 21 million women in their 50s and additionally 60+ million women over the age of 60, according to Graham. 

“With this rising population, we do believe that the demand for redefining women’s health through personalized nutrition and science-backed initiatives,” will only rise in the future.

She indicates more health and beauty-from-within offerings in the works for niche markets: “While menopause is a current focus for Hologram Sciences, our vision is to expand our focus areas to other areas of women’s health that are largely overlooked like healthy aging.”

Little attention means fewer solutions
Graham explains that each woman will have a unique journey through menopause, influenced by genetics, lifestyle and environment.Graham says women of age who are going through menopause are a neglected consumer category with a lot of potential.

She asserts that: “Most gynecologists are undertrained in menopause management and some even avoid the topic with their patients. As a result, many women might not even recognize menopause until they are months, even years, into their transition, and few find the relief they need.”

Graham describes the brand’s mission as providing solutions to “address the complexities of human health by creating and rapidly scaling solutions that are backed by proven science, pioneering technology and habit-building.”

“Menopause is a perfect example of an unmet need, where a holistic solution like Phenology can significantly improve quality of life, and also build upon how fulfilled and confident women feel.”

Expanding brand offerings
Graham says recent years have brought little change to the menopause space: “Research remains lacking, women’s issues continue to be largely overlooked, and the market only offers generic, spot solutions.”

“They (solutions) include daily nutritional supplement formulations with our daily gummy regimen, rescue products like acuity mints for brain fog, specially formulated skincare, an assessment that provides a detailed roadmap of your menopause journey, one-on-one coaching and at-home hormone testing and tracking to help predict when you might experience your most bothersome symptoms.”Phenology offers beauty-from-within solutions to provide relief from symptoms of menopause. 

Nutrition and gut health have previously been pegged by a Zoe Predict study as being potentially key in supporting menopause health.

Health is hip
Graham states there are plans to broaden the line to further care for those going through menopause, including sexual health support.

“We are the first in the US to measure salivary hormone levels through a simple at-home method with results on your phone in less than 30 minutes.”

According to Graham, health is becoming a major point of consumer demand:

“Consumers are looking for personalized health and wellness solutions and demanding more clinically proven nutrition products that meet their lifestyle.” 

This has been noted by Innova Market Insights, which projects that impacts from the COVID-19 global pandemic will see health demands persist throughout 2022.

Age brings wisdom
Graham says that women of age are more careful with the products they consume than younger consumers:Jessica Graham says Phenology plans to expand its range to offer more targeted care.

“The main difference is that women of age are more discerning on what they are trying - they are at the height of their careers, been through it all, so they want to make choices that are going to work for them and work into their everyday lives seamlessly without having to reinvent the wheel or having to sacrifice things they love. 

She concludes: “With Phenology, we are taking a holistic approach to build tailored, patent-pending nutritional supplements and beauty products that are built to target the unmet needs of women over 40 and our offerings can be customized with enhanced technology so that she can continue to live her best life.

It appears more companies are seizing opportunities within menopause care. Early this year, Amyris showcased plans to acquire MenoLabs to explore the menopause space. In October, Holland & Barrett became a founding partner of GenM, a menopause care brand. Meanwhile last year, Hum Nutrition unveiled an estrogen-free solution for menopause relief.  

By Olivia Nelson

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