Here’s the truth: women over 40 are the most underserved demographic in health innovation—and that needs to change. That’s where the FemAging movement steps in, and if you’re a health-focused woman or practitioner, this is your call to action.
FemAging is a new, fast-growing sector that goes beyond fertility to focus on the health, wellness, and performance needs of women ages 40+. Think of it as a new frontier in tech, clinical care, and research—designed by women and for women in their most powerful years.
The current health market often overlooks us once we’re past our childbearing years, and that lack of attention shows up in everything from limited wearable technology and inadequate skincare options to uncomfortable medical devices (ahem, speculums and mammograms—who designed these?!). Let’s be honest: if men had to endure those devices, innovation would have come decades ago.
Here’s the good news: FemAging isn’t just about identifying the gaps—it’s about solving them. We’re talking diagnostic tools, wearables, nutraceuticals, even thoughtfully designed clothing that actually supports our hormonal shifts, physical changes, and overall vitality.
And this is where you come in.
Whether you’re a provider, a wellness coach, or a health-savvy woman—your lived experience is expertise. You’re witnessing the real problems and unmet needs in real time. That makes you uniquely positioned to be a solution creator. Innovation doesn’t just come from labs—it starts in conversations with patients, with peers, and with yourself.
Want to be part of the shift?
Here are 3 things you can do now:
- Speak up about your needs. Whether it’s with your practitioner or your product choices—vocalize what’s working and what’s not.
- Support women-led innovation. Seek out and invest in products and services designed for women 40+—especially those created by other women.
- Mentor and inspire the next generation. Encourage young girls to enter STEM by linking science to real-world solutions they care about, like designing the next-gen wellness tech.
This isn’t just about comfort—it’s about agency. FemAging is an invitation to reclaim our bodies, demand better tools, and shape a future where women’s health at every age is a priority, not an afterthought.
Want more of this conversation? Watch Denise Pines break it down at the WHC The Best of Life Virtual Summit on our YouTube channel.
