Murad Australia Gains Menopause-Friendly Certification for Skincare Products
Murad Australia has become a member of the GenM Collective ahead of World Menopause Day on October 18, gaining MTick® certification for five products addressing skin issues caused by hormonal shifts.
The certification builds on the skincare brand’s focus on hormonal aging, which dates back to 2002. It marks a new phase as the menopause beauty category expands.
Developed by GenM, the MTick® is the world’s first independent, universal menopause-friendly certification and shopping symbol. It helps consumers identify products assessed against criteria related to the 48 recognized signs of menopause.
Similar to organic or vegan labels, the MTick® provides a clear marker for informed purchasing decisions.
The initiative also addresses ‘menowashing,’ a term for brands making menopause-related claims without sufficient evidence.
According to GenM’s 2025 Inclusivity Report, 94% of women want products clearly labeled as menopause-friendly, while 96% view the MTick® as a symbol of trust.
This certification arrives as the menopause skincare market experiences significant growth. Grand View Research forecasts the global market will increase from US$1.5 billion in 2026 to US$2.9 billion by 2033.
The Australian and New Zealand market is forecast to more than double, from US$36.9 million in 2026 to US$80.6 million by 2033, representing annual growth of 11.8%.
For retailers, opportunities extend beyond product innovation to include clearer labeling, staff education, and dedicated ranges. Consumers are increasingly seeking solutions for dryness, pigmentation, and loss of firmness.
The five Murad products earning MTick® certification are Rapid Dark Spot Correcting Serum, Retinal ReSculpt™ Overnight Treatment, Retinal ReSculpt™ Eye Lift Treatment, Retinal ReSculpt Overnight Cream, and Retinal ReSculpt Body Treatment.
These products target visible skin concerns that often become more pronounced during perimenopause and menopause, such as uneven tone, wrinkles, and reduced elasticity.
Emma Hindmarsh Conan, General Manager of Murad Australia, stated that the partnership builds on the brand’s expertise: “We’ve been formulating for hormonal aging since 2002. This partnership with GenM gives us an important new way to make those solutions easier to identify and understand.”
GenM CEO and Co-Founder Heather Jackson welcomed Murad Australia to the collective, saying: “We’re so thrilled to have Murad Australia join the GenM collective and help us bring the MTick® to Australian women.”
With an estimated 4.5 million Australian women experiencing menopause, the partnership represents a significant milestone for Murad. It reflects a broader shift in how the beauty industry caters to menopausal consumers.
