- 87% of women agree that their hair has changed since starting menopause, leading them to feel less confident, sad, frustrated and anxious*
- However, this change also presents an opportunity to embrace a new life stage and connect to a new version of self-identity
- Schwarzkopf Oleo Intense is now MTick certified, designed to support hair vitality during and beyond menopause thanks to its HaptIQ Bonding System that creates a protective layer within the hair leading to up to 90% less hair breakage**
[9th December2025, London, UK]: Today, new research* from Schwarzkopf reveals the emotional toll of menopause-related hair changes to announce a new partnership and campaign with GenM, The Menopause Partner for Brands, Home of The MTick. The partnership aims to raise awareness of these changes and their emotional impact and help to empower women to reclaim their identity with confidence.
For many, menopause can bring significant changes to their hair, and in a society where hair remains closely linked to identity, confidence and self-expression, these changes can deeply affect how women feel about themselves.
This year the Schwarzkopf Oleo Intense range has been MTick-certified for its proprietary HaptIQ Bonding System that creates a protective layer within the hair leading to up to 90% less hair breakage**. This technology, based on molecular science, paired with an oil-rich, ammonia-free formula helps to support hair vitality during and beyond menopause when hormonal changes can impact hair strength, density, shine, and texture.
The data reveals the most common symptoms of menopause on hair:
- Hair thinning (35%)
- Hair loss (32%)
- Losing shine (30%)
- Increased brittleness (26%)
- Increased frizz (24%)
Almost all respondents (97%) say their hair remains part of their identity, yet a staggering 87% agree that their hair has changed since going through menopause. And, for many, the emotional impact of these changes is telling, with women feeling less confident (34%), sad (30%), frustrated (30%), anxious and self-conscious (both 29%).
These changes are leaving women feeling that menopause has changed their sense of identity (55%) and that they are losing part of who they previously were (48%), highlighting the profound emotions women experience as their hair and identity shifts through menopause.
However, the research also uncovered a powerful sense of optimism: despite these changes to their hair, 41% feel more connected to a different version of themselves, feeling more powerful and unapologetic (39%). Over half (56%) see this phase of life as an opportunity to redefine what their beauty and hair means to them, having already changed their hairstyle (53%) or colour (51%) as part of embracing this new chapter.
Building upon its existing platform, For Every You, Schwarzkopf has joined forces with GenM to support its mission of ensuring brands better serve menopausal women through education, representation and product guidance. The aim is simple: to show women that nothing about this chapter makes them any less powerful, visible or worthy of celebration.
Konceta Gjini, Head of Marketing (Colouration) for Schwarzkopf comments, “This is a life stage all women will experience, and there's a clear need for more conversation, education, and awareness about its emotional impact. That’s why the MTick certification for Schwarzkopf Oleo Intense and our campaign and partnership with GenM is crucial as we aim to reshape this narrative with honesty, empathy, and strength. Together, we want to create a space where women feel seen, supported, and celebrated, empowering them to step into this new chapter with confidence, self-assurance, and an unapologetic sense of self.”
Heather Jackson, CEO & Co-Founder of GenM comments: “Many women are blindsided by the change's menopause can bring, which can impact their confidence and sense of self. I experienced hair changes during my own menopause journey, and like many others didn’t know where to turn or didn’t have the choice of products that could help. Education, visibility and choice are an essential part of support through menopause, so that women can regain their confidence and thrive in this life stage. Our GenM Visibility Report shows that 87% of menopausal women feel overlooked by brands, and this partnership and MTick certification of Schwarzkopf Oleo Intense reinforces our commitment to empowering women to make choices that help them manage their menopause, their way.”
The MTick is the world's first universal shopping symbol and certification for menopause-friendly products, developed by GenM to help consumers easily identify products that support one or more of the 48 menopause signs. To learn more about the Schwarzkopf Oleo Intense range, which is now MTick-certified through its proprietary HaptIQ Bonding System that reduces hair breakage by up to 90%**. visit: https://www.schwarzkopf.co.uk/oleo-intense-x-genm.html
*OnePoll Consumer Research conducted between 13-17th November 2025 with a sample of 1,043 menopausal women between the ages of 45-55.
** Instrumental test with and without mask
- Schwarzkopf Oleo Intense is available at retailers nationwide, RRP is £8
- For further information, please contact henkel@bursonglobal.com
Schwarzkopf is an umbrella brand of the listed company Henkel. With more than 120 years of expertise and know-how, it is one of the world's leading suppliers of hair care products. Five global hubs, 90 training centers and a network of over half a million hairdressers makes Schwarzkopf THE expert in hair. It´s innovations in hair care, hair styling and hair coloration are groundbreaking, more than 2.1 million consumers use Schwarzkopf products every day. Proximity to the customer is always a top priority – with nine billion digital touch points, more than 100,000 consumer interviews and 400 market research studies every year. With its products, Schwarzkopf lifts consumers' self-potentials through unparalleled expertise and enables individual hair stories. The Schwarzkopf Oleo Intense range curates part of a wider beauty portfolio including Schwarzkopf Styling, Schwarzkopf LIVE and got2b.
Find more about Schwarzkopf on Instagram, YouTube and Facebook and under the hashtags #schwarzkopf and #hairbyschwarzkopf.
GenM is The Menopause Partner for Brands and Home of the MTick - the universal shopping symbol and certification for menopause-friendly products. Partnering with over 130 leading brands and retailers, GenM is creating a new retail category by delivering visibility, accessibility, trust and choice to the menopausal consumer.
For more information, please contact GenM-PR@itsmaven.com.
The MTick is the universal shopping symbol and certification for menopause-friendly products, created in partnership with Boots, indicating products that can support one or more of the 48 signs of menopause.
To qualify for MTick certification, products much meet one or more of the following criteria:
- Backed by authorised medicinal, cosmetic, and/or health claims*
- Tried and tested by menopausal women in clinical used trials that generate statistical evidence for a specified symptom(s) or sign(s)
- Features trialled and verified technology or functionality to support one or more of the 48 symptoms or signs of menopause.