The world’s first menopause friendly symbol has launched, designed to highlight products and services that may help to support menopause symptoms.

Following a trial in 500 Boots stores and online at, the symbol is now being made widely available to 70 partner brands of GenM, including Co-Op, Next and QVC.

Named the M-tick, the symbol will be used on ‘menopause-friendly’ products that may help to support the 48 menopause symptoms such as brittle nails, fatigue, night sweats, and joint pain.

GenM was launched by friends Heather Jackson and Sam Simister who were frustrated by conflicting information and impractical advice offered by brands with regards to menopause symptoms.

They set up GenM to inspire brands and organisations to better serve the menopause through menopause-friendly products, services, workplace policies and marketing campaigns.

The new M-tick aims to make it easy for consumers to find suitable products, providing them with a wealth of choice to take control of their menopause in the way that best suits them.

The initiative was developed in response to GenM research that shockingly revealed only one third (36 per cent) of menopausal women find it easy to navigate menopause-friendly products in-store.

Additionally, nine in 10 (91 per cent) have never seen any marketing for them, and 90 per cent wish brands were more inclusive to the menopause.

The M-tick launched in 500 Boots store across the UK as well as Boots online in October 2022.

It was applied to more than 100 products and services available in Boots, including some of its own brand products, and is now set to be rolled out at GenM’s other partners including brands such as Marks and Spencer.

Heather Jackson, co-founder of GenM said: 'We call menopause ‘the change’ because it can change everything when you go through it, from nutrition to cosmetics, and even the clothes you might wear.

'Many at this life stage are busy and time poor, so the symbol helps to signpost suitable products easily and simply. It’s also important to remember that, while HRT is a great option for some, it is not a silver bullet for menopause and it doesn’t work for everyone. In fact, GenM’s Opportunity Report revealed that 49 per cent of menopausal women have no intention of taking HRT at all, so it is vital that those who don’t use it (for whatever reason) are also able to easily access helpful products.'

She pointed out the money and effort that has gone into catering for the vegan market, such as the use of the vegan V-tick on products, despite less than four per cent of the UK following this lifestyle choice, compared to 20 per cent of the population who are going through the menopause.

'This audience is just as deserving of signposting to products, informative and uplifting campaigns, and an improved customer experience,' said Heather, adding: 'We founded GenM after beginning "the change" and being shocked by the lack of information and support available from the brands around us. Two years on, it’s thrilling to see the amazing progress that is being made.'

Sam Simister, co-founder of GenM said: 'We’re so grateful to our founding partner Boots for spearheading this industry-changing initiative, and we’re looking forward to seeing the fantastic progress that will be made by many more of our partners as they begin to implement the M-tick in future, where relevant.

'Most people don’t need to go to the doctors during puberty. We all understand the hormonal and bodily changes of this period and are aware that it might impact their mood and behaviour. It should be the same with the menopause – you and the people around you should be ready for it.

'My co-founder Heather always says, "you wouldn’t run a marathon in a pair of slippers" so why are we letting so many people enter the biggest marathon of their lives physically, mentally and emotionally unprepared? We’re proud to be partnered with 70 pioneering brands like Boots who are committed to playing their part in improving the menopause experience.'