Coles Adopts MTick Menopause-Friendly Certification
The supermarket chain is partnering with GenM to launch a dedicated online support hub and over 200 certified products.
Updated on Oct. 27, 2026 in Beauty
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Coles has become the first Australian supermarket to adopt the MTick menopause-friendly certification in collaboration with the GenM collective. The initiative includes a new online support hub and a range of more than 200 certified products set to arrive in early 2027.
Why it matters
This partnership highlights the rising commercial focus on menopause-specific products within mainstream retail environments. It aims to simplify the shopping experience for consumers seeking targeted support for menopause-related concerns.
Coles joins the GenM collective, which currently encompasses more than 180 brands and retailers globally. The initiative will introduce over 200 MTick-certified products to help shoppers identify items designed for menopause-related concerns.
The players
Coles
Coles is a major Australian supermarket chain that is the first in the nation to adopt the MTick menopause-friendly certification.
GenM
GenM is a global collective of over 180 brands and retailers working to standardise menopause-friendly practices and product labelling.
Murad
Murad is an international skincare brand that has recently expanded its product offerings to address specific menopause-related concerns.
Aesthetics Rx
Aesthetics Rx is an Australian skincare brand that has increased its focus on developing products for the menopausal demographic.
The details
By integrating the MTick system, Coles aims to provide clearer product labelling for Australian customers navigating menopause. This move follows broader industry trends seen among global retailers like Boots, Tesco, and Sainsbury's, which are also members of the GenM collective.
Timeline
2026: Global menopause skincare market valued at US$1.5 billion.
Early 2027: Launch of the online support hub and product range.
2033: Global menopause skincare market projected at US$2.9 billion.
Culture Shift
The adoption of MTick certification represents a broader societal move to normalise menopause in the retail space. It mirrors a shift in consumer demand as major brands align with global standards to better serve the needs of ageing populations.
Shoppers in Australia can expect a more streamlined experience for finding menopause-support products once the hub and range launch in 2027. This initiative helps consumers identify vetted items, potentially reducing the time spent researching product suitability.
The takeaway
Retailers are increasingly tailoring their inventories to meet the specific requirements of menopausal women through clear, standardised labelling. Consumers can watch for the MTick symbol on packaging as a guide for selecting products designed for their specific life stage.
Further reading
For more information on the evolving retail market, visit the Beauty section.
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