Open Tabs Vol 05: The hormone aware Summer + brands for wedding style.
Open Tabs is a curated edit of the things I’m Observing, Practicing, Exploring, Noting in health, business, travel and style as a 40+ female founder, sans kids.
I just got back from a few weeks in Europe, which included a lot of natural wine bars, cool restaurants, fashion retail, city bike rides, plus of course, as a founder, late-night and early-morning work sessions in between it all.
There were a few things I was thinking about and working on while we were away, part of which are here in this volume of Open Tabs.
Here’s what’s on deck:
O — Observing: Hormone-aware everything.
Menopause has been no so quietly becoming a massive market , but now I’m seeing a crop of brands and substacks popping up as an extension of the “menopause” chat to introduce hormone-awareness more broadly.
P — Practicing: Going BIGGER.
This was a word that came up for me during a reflection practice I did on a recent Lunar cycle and I’ve been well and truly putting it into practice since then. Bigger goals. Bigger business. Bigger energy.
E — Exploring: Fresh podcasts.
In Europe, I spent a lot of the work week solo, and my main mode of transport was walking or riding = prime podcast listening time. I felt like I was in a bit of a podcast rut, so I did some hunting and have quite a few new ones in my rotation now, same categories, different approaches, business, style, entrepreneurship, and health. Here they are.
N — Noting: Summer style.
I’ve got weddings and bachelorettes coming up, which has me scouring fashion brands more than usual. Here are a few swim + summer brands going into my Pinterest board as a wedding guest, bridesmaid, and bachelorette coordinator.
Open Tabs Vol. 05
O — Observing: Hormone Aware Everything.
I’m approaching “mid-40’s” in exactly 5 months, so “perimenopause” is a real thing in my group chats and catch-ups.
Cycle tracking, endometriosis or PCOS are not new topics.
But - what I’m observing is an expansion of the hormone conversation within the wellness brand world, and an introduction of brands that speak to being hormone-aware more broadly, and the hormonal lifestyle shifts we go through.
Here are 5 examples of where I’m seeing this conversation become more prominent:
1. Founders I’m working with:
Four of the founders inside [CFI] my Brand + Marketing Incubator, are working on launching products in this category:
Daily Few, a metabolic hormone health supplement powder, by founder, Rossi
In Rhythm, a hormone-condition-aware personalized fitness app, by founder, Hailey.
Another one is Elevate, by founder Jacqueline, is an experiential business based on replenishing joy in our lives with “emotional fitness” that cultivates elevated emotional states, proven to support our long-term health. Emotions that are often suppressed due to hormonal imbalances.
Then, there is another one, in skincare, Still Skin, by founder, Shannon, centering on skin that is in an evolutionary state, ones that are mostly due to hormonal shifts.
2. Shifts in the medical industry:
Destigmatized Hormone Replacement Therapies:
The prescribing of estrogen-based Hormone Replacement Therapy has surged as treatments—particularly patches and vaginal creams—become widely destigmatized and modernized.
Biomarker Tracking:
Wearables and instant at-home testing tools are moving beyond basic step-counting to dynamic, real-time sensing of hormonal shifts. Startups are pioneering rapid saliva and hormone-monitoring tech to help people sync their daily nutrition and sleep with their specific cycle phases.
Fiber as the New Protein:
The focus is squarely on fiber-rich diets to support gut health and hormones, paired with sensible strength training and regulated circadian rhythms.
Wellness trend we’re now avoiding: Cold therapy, intermittent fasting, HIIT
What were once the hot trends in wellness for women are now no-nos - because of their impact on our hormones.
3. Hormone-based products:
The launch of various products as an extension of existing brands, or new, dedicated brands. Here’s what a very basic Google Search shows:
4. Substack content:
Literally, more conversation, I’m seeing more wellness thought leaders contribute to hormone awareness.
Hormone Healthy Eats by Lauren Chambers
What I Got Wrong About Menopause, Metabolism and What I Recommend Now, and The New Perimenopause by Dr Marie Claire Haver
It’s Time We Talk About Hormones by Katie Stone
The Anti-Diet Guide to Happier Hormones by Rosamund Dean
Anti-Aging Evidece for Estrogen by Eric Topol
5. Hormone Disruptive Activewear:
This is definitely a personal one. I’ve kind of gotten to the point that every time I’m in my hot yoga or sculpt classes, dripping with sweat, I can’t stop thinking about this. The conversation is definitely getting louder, and I’m seeing more truly healthy, active brands cropping up when I search.
I found this podcast particularly useful.
P — Practicing: Going BIGGER.
This was a word that came up for me during a reflection practice I did on a recent Lunar cycle, and I’ve been well and truly putting it into practice since then.
I shared it recently in a group call for a coaching cohort I am a part of and despit being something so simple, it resonated.
For me, it’s bigger energy overall:
Bigger goals.
Bigger deals.
Bigger living.
Where could you be thinking a bit bigger in your life?
E — Exploring: Fresh podcasts.
I felt like I was in a bit of a podcast rut, so I did some hunting and have quite a few new ones in my rotation now, same categories, different approaches, business, style, entrepreneurship, and health.
Here are three I’ve been loving:
Business: Womansplain by Brooke + Soto
I’ll be co-hosting my next City Walk Chat (a community hang for founders, investors, marketers, and brand builders) with Brooke + Soto in NYC.
Get on the First Dibs list to get your invitation.
Culture: How Long Gone with Chris + Jason
Health: Longevity + Optimization with Kayla Barnes-Lentz
I’ve got a lot more where these came from - feel free to drop a comment or message me and I can share the rest with you.
N — Noting: Summer style.
I’ve got weddings and bachelorettes coming up, which has me scouring fashion brands more than usual.
I’m not a massive shopper, and when I do, I tend to try and go vintage or resale because - environment - but at the start of a new season, if there are gaps in my wardrobe for things that are going to last or have high wearability, I’ll branch into virgin brands, but try to look for more consciously produced ones.
Here are a few brands going into my Pinterest board ~ not surprisingly, many are Australian… (I’m an Aussie ICYMI)
For Bridesmaid looks:
For Wedding guest looks
Something I’ll aim to double as fun summer pieces.
For Bachelorette looks:
We’re going to my happy place, Todos Santos so it’s beach + pool party vibes.
Ok, that’s it for this month’s Open Tabs volume.
I’d love to hear what you thought, and even more so, I’d love to open the dialogue so let’s chat.
Have a beautiful rest of the Spring season!
Sax - X
In case you’re new here, Hi! I’m Sax, the founder of Creating Forward Studio, brand marketing mentor, fractional CMO and consultant for beauty, wellness and lifestyle brands. I’m an Aussie, living in LA after almost a decade in NYC - I’m 44, exploring this next chapter of life and building my business with curiosity.
Normally I’m here with a weekly Super Dose edition, talking about brand building and marketing, sharing business insights and industry observations.
Open Tabs, is the monthly volume of all the other stuff.