Bonafide Health, a women’s health company known for its non-hormonal menopause and perimenopause supplements, has launched nationwide in more than 1,800 Target stores and online at Target.com. The move marks the brand’s first step into mass retail after years as a direct-to-consumer business.
“This is not just about distribution; it’s about changing the way women experience menopause care,” said Sonny Stafford, chief operating officer at Bonafide Health.
Meeting Women Where They Shop
For Bonafide, the Target rollout represents a major milestone. “We built our foundation as a direct-to-consumer brand, but true scale requires meeting women everywhere they are,” Stafford explained.
The company sees mainstream retail access as key to normalizing menopause care and reducing stigma. “Making our safe, research-backed options visible in a national retailer like Target is how we drive behavior change and bring this category into the mainstream where it belongs,” he said.
Education at the Shelf
To support its debut, Bonafide is investing in in-store visibility, including endcap displays and symptom-specific messaging. Stafford said consumer education is central to the company’s mission.
“Education at the shelf is key. Our goal has always been to destigmatize women’s health and provide credible, science-backed choices,” he said. “Endcaps and symptom-specific messaging help women feel seen and confident in taking action.”
Research-Informed Strategy
The company’s decision to move into physical retail followed insights from its 2025 State of Menopause Study. The research revealed that women prefer hormone-free, research-based products and often rely on retail availability as a driver of trial.
“Women continue to tell us they feel underserved and stigmatized when it comes to menopause care,” Stafford said. “The study showed that availability at retail is one of the biggest drivers of trial—that’s why Target was the right partner.”
Focus on High-Need Symptoms
Bonafide’s initial Target assortment includes four products targeting some of the most common menopause concerns: hot flashes, vaginal health, and sexual wellness.
“These categories represent areas of greatest unmet need,” Stafford said. “We wanted to lead with products that address issues most likely to impact women’s daily lives.”
The company also plans to expand its retail lineup over time with new science-backed innovations.
A Growing Category
Bonafide’s entry into Target reflects a broader shift in the consumer health industry, where midlife women’s wellness is gaining long-overdue attention.
“Our launch into Target shows how much potential there is in midlife women’s health,” Stafford said.
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