I didn't set out to study perimenopause. I set out to understand a consumer that no one seems to be building for properly. As a marketing strategist who has spent years helping consumer brands grow, I've learned to follow the gaps — the places where real demand exists but the market hasn't caught up. And right now, one of the most significant gaps I see is in how brands are showing up for women in perimenopause. So I started digging. And what I found changed the way I think a
