Sanex has launched an MTick-certified Menopause range, bringing a mainstream body-care brand into the growing menopause retail category and into GenM’s certification network. Retail snippets point to roll-on and deodorant products, but the key feature is the badge itself: MTick is GenM’s menopause-friendly certification, used as a shopping signal rather than a clinical claim.
That matters because many women in perimenopause and menopause are dealing with dry, tight or easily irritated skin, and the everyday decision of which wash or deodorant to buy can become trial and error. Sanex is already listed as a GenM partner, so this launch looks less like a one-off and more like a brand leaning into a retail standard that is increasingly being used to signpost products for the menopausal consumer.
GenM says the MTick is a trusted symbol and certification for menopause-friendly shopping, built to deliver visibility, choice and trust to the “overlooked and underserved menopausal consumer.” The organisation says the system is designed for the needs of 15.5 million menopausal women, and its partners page says more than 130 brand and retailer partners are now united by the MTick.
The commercial push is already visible on shelves. On 17 November 2025, Ocado Retail said it had launched the UK’s largest menopause aisle, with more than 300 MTick-certified products. In the same release, Ocado said nearly half of women, 47%, could name only five or fewer of the 48 signs of menopause. That kind of number explains why retailers see value in a clear badge, especially in categories where shoppers are not looking for a treatment, only a product that feels gentler and easier to identify.
That is also the limit of the evidence. An MTick label says a product has been assessed within a menopause-friendly framework, but it does not, by itself, prove that a formula will fix dryness, calm sensitivity or outperform a standard sensitive-skin range. For shoppers, the practical question is whether the product offers anything beyond repackaged personal care with a life-stage premium attached.
The wider category suggests the certification has momentum. Nutraceutical Business Review said Serenova’s menopause support range was awarded MTick certification on 30 June 2026, while NutraIngredients reported on 19 June 2025 that the scheme was set to launch in Australia. Sanex is joining a market that is increasingly organised around menopause as a recognisable retail segment, not just a health issue. For anyone with persistent skin irritation, soreness or dryness, the badge may help narrow the shelf, but it is not a substitute for a GP if symptoms are ongoing or severe.