MyPause Health expands into US amid USD $600bn women's health boom

Australian health technology company MyPause Health is moving to expand in the United States, with founder Kathryn Carter highlighting how new geolocation-driven (GEO) commerce is accelerating the sector's global integration. The women's health market, valued at USD $600 billion and projected to reach USD $1 trillion by 2030, is drawing attention from both major investors and technology innovators.

US market entry

MyPause Health, based in Sydney, has secured a partnership with Healf, a digital wellness platform in the UK. The company plans to use its AI-driven commerce platform to reach a broader audience in the US, where the focus on women's wellness and virtual care is intensifying.

Kathryn Carter, who founded MyPause Health after experiencing early menopause at 39, believes changing technology is altering growth opportunities for startups. "The tech shift from SEO to GEO means Australian brands can play on the global stage - faster than ever - and quickly adapt to stay ahead," said Carter, Founder, MyPause Health.

Expanding market

Growing investment in women's health is evident, with platforms such as MIDI Health attracting involvement from high-profile backers and raising substantial venture funding. The US has seen cultural shifts as well, with employers introducing workplace support measures like "Comfort Closets" for menopausal employees.

For Carter, women's health is entering a new phase of visibility in key markets. "Big players backing brands focused specifically on women at the midlife stage are creating huge momentum with PEs and VCs now understanding the scale of the opportunity," said Carter.

AI and advocacy

MyPause Health's approach combines artificial intelligence, retail technology, and workplace advocacy. The company is rolling out its Pause Time initiative across Australian businesses this month. This programme includes the world's first Menopause Calendar Blocker, which enables employees to symbolically block out calendar time and activate out-of-office tools that reflect common menopausal symptoms.

"Women shouldn't have to choose between their health and their careers. Pause Time is a simple, powerful step to advance workplace culture by normalising menopause and a signal that the conversation is changing," said Carter.

Retail and recognition

MyPause Health is the first Australian menopause product range to receive the Gen-M 'MTick' accreditation, recognising products that meet standards for trusted menopause support. Carter has stated that she regularly conducts 'retail tests' to check how knowledgeable pharmacists and staff are about menopause, noting a continued lack of awareness in Australia.

The company's product line-up includes the Women's Slim Down Shake, Hormone Balance Plus, and Women's Skin Support Plus, all designed to address various menopausal symptoms. Black Friday sales are being used to offer significant discounts, as the company seeks to boost market share among established competitors.

Balancing growth

Carter is looking to balance long-term social impact and immediate retail growth, noting the tension many brands experience around major sales events like Black Friday and Cyber Monday. She said that MyPause Health aims to blend purpose and profit without compromising brand values for temporary gains.

"Short-term and sales-focused events like Black Friday can drive meaningful revenue and a rare chance to compete with established players," said Carter.