The perimenopause boom is old news, but where did it come from, and why does it make some ob-gyns wary? Cristen investigates what we do – and don’t – know about perimenopause and what to expect when you’re expecting The Change(s). And as an industry “growth opportunity” at the intersection of beauty, aging and healthcare (usually in that order), how do we tell the difference between our own perimenopause needs and what’s being sold to us? Highlights include: perimenopause, the TikTok personality; the study that set hormone therapy back a generation; and why the menopause market is now coming for women in their thirties.

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