U.S.-based premium health supplement company Thorne HealthTech has officially launched a large-scale campaign centered on women’s health, raising expectations for the global expansion of EstroG-100®, a botanical complex developed in Korea.
Thorne recently introduced its new product, Perimenopause Complete, targeting women in the perimenopausal stage, and is rolling out an integrated marketing campaign around the launch. The product combines EstroG-100® with hops extract, focusing on managing multiple symptoms associated with hormonal changes, including hot flashes, sleep disturbances, and mood changes.
Industry experts view this campaign as more than just a product launch, interpreting it as a signal of a broader market shift. While the traditional menopause market has largely focused on post-menopause treatment, Thorne is expanding the category into pre-menopause management, effectively opening a prevention-oriented segment.
The campaign messaging has also evolved. By focusing on women's hormonal health, Thorne is bringing topics that were previously under-discussed into the spotlight. The recruitment of Misty Copeland as a lead figure further enhances both the symbolic value and the public appeal of the campaign.
In terms of distribution, Thorne has adopted a differentiated approach by leveraging not only its direct-to-consumer channels and Amazon, but also medical channels including Mayo Clinic. This strategy strengthens both credibility and accessibility, further reinforcing the premium positioning of clinically supported ingredients such as EstroG-100®.
Naturalendo Tech Co., Ltd., the manufacturer of EstroG-100®, has secured key regulatory approvals including FDA NDI in the United States, NPN in Canada, and Novel Food authorization from EFSA in Europe. With this campaign expanding global references, the market influence of the ingredient is expected to grow further.
An industry official commented, “The women’s health market is rapidly shifting toward long-term management centered on hormonal balance. As a result, the importance of clinically validated functional ingredients will continue to increase.”
Thorne’s latest move is expected to not only reshape the approach to women’s health, but also accelerate the global adoption of EstroG-100®.
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