PERSPECTIVES : “ Women ’ s Intimate Wellness ” is an ISPA member-submitted feature article . Pulse magazine encourages members to share their perspectives and welcomes submissions of spa business and industry-focused content . Contact the editor at scot . gillies @ ispastaff . com to submit or inquire .

IT ’ S NO SECRET WOMEN ’ S WELLNESS is transforming and businesses that want to tap into this large and wealthy consumer group must keep up with its trends . Spas are no exception , especially since women make up the largest percentage of spa service customers , and because spas are increasingly becoming wellness destinations . Understanding women ’ s wellness needs and adjusting product offerings and service menus to cater to those needs is a growth strategy many spas will want to make a top priority .

According to the market research agency Mintel ,“ Shifts in societal priorities and demographics , namely an aging population , are pulling the women ’ s maternal journey from center stage and replacing it with issues related to menopause and aging . The menopausal audience has long been underserved ” and businesses that embrace it will see growth in areas they ’ ve never seen before .

43 % of U . S . Women are on the Menopausal Journey Dr . Beri Ridgeway , OB / GYN and co-founder of intimate skincare company Ina Labs , has seen these shifts firsthand during her 20-plus-year career working with thousands of women .“ With close to half of women in the U . S . currently experiencing one of the stages of menopause , there ’ s a need now , more than ever , to help women through these

46 PULSE n JUNE 2024