Valerie, a wellness brand focused on women’s health, is dropping the term ‘perimenopause’ from its packaging and marketing to “better serve” those experiencing the effects of hormone fluctuations in middle age.
Launched in 2024 by Wizz Selvey and Olly Johnson, Valerie has two core product offerings – Daily Essential and Evening Essential – both of which are liquid supplements described as perimenopause “shots”.
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However, Valerie is now removing the word ‘perimenopause’ across its entire brand, including all consumer-facing touchpoints, from packaging to marketing.
Instead, the brand will focus on helping all women with the symptoms they are experiencing, rather than only reaching those with a formal diagnosis.
“This is a full brand repositioning, not a campaign tweak,” Selvey told Cosmetics Business.
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