Breaking menopause silence: Wicked Sensual Care collection aims to empower and educate

Menopause care is no longer a niche. According to Wicked Sensual Care, it’s one of the fastest-growing forces in wellness. Millions of people with vulvas experiencing perimenopause, menopause, and post-menopause are looking for efficacious solutions for their changing bodies. 

The global menopause market reached US$17.79 billion in 2024 and is projected to climb toward nearly US$28 billion by 2033. 

However, medical recognition of menopausal care still lags. According to Komodo Health, only 7% of women ages 45–51 receive a documented perimenopause or menopause diagnosis, even though about 8 million women in the US are in perimenopause at any given time.

Wicked Sensual Care says this data reveals that millions of people are experiencing vaginal dryness, tissue thinning, irritation, and loss of elasticity without knowing why.

These vaginal changes are driven by falling estrogen, which Yale School of Medicine notes plays a critical role in keeping vaginal and vulvar skin hydrated, elastic, and resilient. When estrogen drops, that tissue becomes thinner, drier, and more fragile, making intimacy and daily comfort harder.

To target this growing market and address the need for more focused solutions, Wicked Sensual Care has launched its Simply Timeless collection.

The range is formulated specifically for people in perimenopause, menopause, and beyond. It uses sodium hyaluronate, squalane, aloe, and DHEA to support hydration, elasticity, and barrier repair, without glycerin, parabens, or propylene glycol that can worsen dryness. Simply Timeless is available in water-based, silicone, hybrid, and Jelle formulas.Simply Timeless helps with intimacy using effective ingredients. 

As menopause becomes a defining wellness conversation in 2026, Jessica Drake, director of marketing and product development at Wicked Sensual Care, tells Personal Care Insights about how the lubricant brand aims to turn silence into science-backed, pleasure-forward care.

With few women receiving a formal perimenopause or menopause diagnosis, how do you support those who may not have the language for their experiences?

Drake: We have created a collection of lubricants and vaginal moisturizers that support people with very carefully chosen, intentional ingredients that offer extra hydration and support. We attract people who may not have an ‘official’ diagnosis of peri/menopause by providing supplemental education about changes their bodies may be experiencing that would make lube beneficial. 

Many folks who are experiencing painful sex may actually be experiencing vaginal dryness due to fluctuating hormones, and often the Simple Timeless line is the bridge between someone thinking their body is broken or there is something wrong with them, to discovering that this is a universally common experience, and it’s not necessary to suffer. 

This line was created not only to offer lube to a specific demographic, but it was also largely created to spark a conversation about sexual health and aging, and get more people comfortable acknowledging that bodies can and will change as we get older.

Many consumers face vaginal dryness, irritation, or tissue changes before menopause is addressed medically. How does Simply Timeless address these needs?

Drake: We educate consumers and retailers about the beneficial ingredients and functions of each formula so they can make informed decisions for their bodies. We also work with doctors and clinicians who suggest the timeless line to their patients. Many people learn to incorporate their medical solutions, like hormone replacement therapy, with these lubes to rediscover pleasure after a loss of libido or a time of painful sex. Although no one needs a prescription to access our products, we are providing health benefits as well by protecting delicate skin and thinning vaginal tissue.

How do you balance education and empowerment in product messaging?

Drake: We try to speak as often and as loudly as possible about menopause. As a society, we have to normalize it. Menopause is inevitable. Suffering doesn’t have to be. The more we talk about it, the more we empower others to speak out about what people have been going through all these years — and, by doing so, we help the people who come after us be better equipped earlier in their journey. Simply Timeless empowers individuals with targeted menopause care. 

What signals are you seeing from consumers that reflect the broader knowledge gap around hormonal skin and tissue changes during perimenopause?

Drake: Although it is certainly beginning to decrease, we do still hear outdated ideology like ‘oh, I’m too old for sex!’ or ‘lube is only for people with problems,’ or my personal pet peeve: ‘my partner doesn’t need lube, I know what I’m doing!’ Some people still consider needing lube a personal failure, but personally, I won’t do anything without it! Everyone should use lube for so many reasons. Lube is meant to increase pleasure and reduce friction.

As menopause becomes a major wellness category, what role should personal care brands play in helping close the education gap?

Drake: Consumers should always have an open-minded, non-judgmental doctor that they feel comfortable asking about sex related issues. Unfortunately, that’s not always the case. In fact, it’s pretty rare. So while we do want folks to track their symptoms and body changes so they can have a discussion with their doctor, we realize sometimes that proves to be unhelpful, especially when signs and symptoms of perimenopause can show up in someone’s mid to late 30s, and doctors are still claiming that’s ‘too young’ to be going through menopause. 

We need personal care brands and the people who love them to continue the conversation so that no one is left out, and so that each generation after ours has more information and is better equipped to navigate this time in their lives.