MTick, the universal symbol and certification for menopause-friendly shopping has arrived in Australia.

With over 140 brands and 1500 SKUs in the UK now featuring the  symbol, including high profile retailers Boots, ASDA and Sainsbury’s, the MTick expansion into the Australian market signifies the company’s growth and illustrates the ‘forever’ need for over 4 million menopausal Australian women in search of menopause-friendly products and support.

The MTick is the brainchild of GenM CEO and Co-Founder Heather Jackson, whose personal frustration with the difficulty of finding menopause-friendly products, led her to create her own solution. Launched in the UK in 2020, Mtick now helps an estimated 1 billion menopausal women globally to search, source and shop with confidence, both in-store and online.

Purposeful growth

As proof of need and evidence of demand, GenM undertook extensive, independent research in the UK prior to launching the MTick. The Invisibility Report found: 

• 87% feel let down by brands and retailers.
• 94% want to shop for menopause-friendly labelled products.
• And yet, 66% of menopausal women can’t find what they’re looking for.
• 81% of menopausal women report negative shopping experience.

The data demonstrates the continued need for the MTick, to build confidence and to support a more positive shopping experience, helping women to thrive as they experience the signs of menopause.

The MTick is also igniting the retail sector with a proven, successful opportunity in the fastest growing shopper segment and primary decision maker in household spend (Kantar Health and Beauty Category Data, January 2025).

Australian launch

The MTick launched in Australia mid-February, initially with 11 foundation in-market partnership brands certified with the MTick as the trusted marque for menopause-friendly products. These brands include Promensil; Centrum; Femfresh; Mitchum; Boost Lab; Biogaia; Dulcolax; MY Pause; Happy, Healthy, You; NuAllume and Hey Sister.

“We are delighted to be bringing the MTick to Australia, to give visibility, choice and accessibility to a long-ignored market,” said Ms Jackson.

“With an initial 11 brands’ products now certified as menopause-friendly in Australia through the MTick, we are dedicated to expanding our collective of brands to give Australian women the choice to manage their menopause, their way – ultimately giving them the opportunity to live their best menopause. 

“Navigating the trusted menopause market is made easier with the MTick, delivering shoppers the symbol they need to make informed shopping choices,” she said.