Naomi Watts’s Startup Tapped Into a Taboo. Then It Grew by 3X
In 2022, actress Naomi Watts stepped into uncharted territory with the launch of Stripes Beauty, a wellness and beauty brand designed to support women navigating perimenopause and menopause. What began as a personal mission to address the stigma surrounding these life stages quickly resonated with millions, propelling the startup to triple its growth in just two years.
Watts, who experienced early menopause herself, was inspired by her own journey of confusion and isolation. She recognized a glaring gap in the market: a lack of products and open conversations tailored to women facing hormonal changes. Stripes Beauty was born to fill that void, offering both education and innovation to empower women during this transformative phase of life.
Stripes Beauty stands out in the crowded beauty industry with its bold, mission-driven approach. Unlike many celebrity-backed brands, it openly tackles topics often deemed taboo, such as hormonal fluctuations, skin and hair concerns, and vaginal wellness. Watts has made it her mission to create a supportive community, acknowledging that most women experience menopause between the ages of 45 and 55, with symptoms lasting an average of seven years—and up to 14 years for some.
The brand’s initial product line debuted with 11 items across four categories: face care, hair and body, supplements, and vaginal wellness. Priced between $40 and $85, the offerings include lightweight hair serums, densifying masks, and specialized supplements. Many formulations specifically address symptoms like skin and hair dryness caused by estrogen loss, while subtle scents accommodate heightened fragrance sensitivity during menopause.
One of Stripes’ most significant innovations is its focus on vaginal health. The brand educates consumers about vulvovaginal atrophy (VVA), a condition that affects approximately 50% of postmenopausal women, causing painful sex due to thinning vaginal tissues. Watts is vocal about removing the shame from these discussions, aiming to provide women with a “one-stop shop” for their needs rather than forcing them to seek solutions from multiple providers.
In 2024, Stripes Beauty entered a new phase of growth when it was acquired by private equity firm L Catterton. The deal brought in industry veterans Debra Perelman, former CEO of Revlon, as executive chair, and Cara Kamenev, a former L’Oréal executive, as president. The brand is now poised to expand its product offerings and increase its presence on platforms like Amazon and QVC, as well as in Canadian markets.
Stripes Beauty’s journey hasn’t been without its challenges. Originally owned by synthetic biotech company Amyris, the brand was sold to Sakana after Amyris filed for bankruptcy. However, its acquisition by L Catterton has placed it alongside major consumer brands like Boll & Branch, Birkenstock, and Hanna Andersson in the investment firm’s portfolio.
Today, Naomi Watts and Stripes Beauty are at the forefront of a broader cultural shift. By providing targeted, science-backed products and fostering an open, informed community, the brand is helping to destigmatize menopause and advocate for the visibility, dignity, and wellbeing of women at midlife. Watts’s personal connection to the cause underscores the brand’s commitment to education and comprehensive support for women’s hormonal health needs.
Read more about how Stripes Beauty is redefining the conversation around menopause and empowering women to embrace this chapter of life with confidence and grace.
Source: Inc.com
Following its acquisition by L Catterton in 2024, Stripes Beauty announced ambitious plans to expand its product line and market reach. The brand introduced Dream Date, a sleep support supplement formulated with melatonin, magnesium, and red clover, further addressing the multifaceted needs of women during menopause. This launch underscored Stripes Beauty’s commitment to innovation and comprehensive care.
With Debra Perelman and Cara Kamenev at the helm, the brand is set to enhance its presence on major platforms like Amazon and QVC, as well as explore new markets in Canada. This strategic expansion aims to make Stripes Beauty’s empowering products and educational resources more accessible to a broader audience.
Stripes Beauty continues to foster a supportive community through social media and educational content, creating a safe space for women to share experiences and seek advice. By hosting webinars and workshops, the brand equips women with knowledge to navigate menopause confidently, emphasizing that this life stage is not just a transition but a transformation.
Conclusion
Naomi Watts’s journey with Stripes Beauty exemplifies how addressing a taboo topic can lead to significant impact and growth. By focusing on the often-overlooked needs of women navigating perimenopause and menopause, Watts has not only built a successful brand but also fostered a supportive community. Stripes Beauty’s commitment to education, innovation, and empowerment has redefined the conversation around menopause, proving that this life stage is not just a transition but a transformation. As the brand continues to expand its reach and product offerings, it stands as a testament to the power of addressing unmet needs with compassion and science-backed solutions.
Frequently Asked Questions
What does Stripes Beauty offer?
Stripes Beauty offers a range of products tailored for women experiencing perimenopause and menopause. Their lineup includes face care, hair and body products, supplements, and vaginal wellness solutions designed to address symptoms like dryness and sensitivity.
How does Stripes Beauty approach vaginal health?
Stripes Beauty prioritizes vaginal health by educating consumers about conditions like vulvovaginal atrophy (VVA) and offering products to address these issues. Their goal is to remove the stigma surrounding these topics and provide effective, shame-free solutions.
Who owns Stripes Beauty now?
Stripes Beauty was acquired by private equity firm L Catterton in 2024. The brand is now part of a portfolio that includes well-known consumer brands, with industry veterans Debra Perelman and Cara Kamenev leading its growth strategy.
Where can I buy Stripes Beauty products?
Stripes Beauty products are available on their official website, and the brand is expanding its presence on platforms like Amazon and QVC. They are also exploring new markets, including Canada.