Let’s Talk About the Wellness Industry’s Obsession with Making Women Feel Old
Somewhere along the way, women’s wellness shifted.
What used to be a space for education, care, and connection slowly morphed into a pressure cooker built around anti-aging, anti-wrinkles, anti-you-getting-older—as if aging were a medical emergency instead of the most normal thing in the world.
The same playbook that once targeted skincare is now deeply embedded in women’s health: products labeled “anti-aging,” supplements marketed like youth serums, messaging that implies your value declines the moment your estrogen does.
At Good Kitty Co, we’re done with that narrative.
Because women don’t need to be “fixed.”
Your body is not a countdown clock.
And aging does not make you irrelevant—it makes you powerful.
The Pressure to Stay Young (And Why It’s Exhausting)
The wellness industry has mastered one thing extremely well: finding insecurities and monetizing them.
Women—especially women entering perimenopause or menopause—are told in a thousand subtle (and not-so-subtle) ways that:
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vitality is youth
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desire is youth
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health is youth
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and anything outside of that narrow window should be corrected
This messaging doesn’t empower women; it corners them.
It reframes normal physiology—like hormonal shifts, vaginal dryness, urinary changes, microbiome fluctuations—as defects. As if your body betrayed you the moment you blew out 40 candles.
Aging becomes a problem to solve rather than a life stage to understand.
And that’s where everything goes wrong.
When Wellness Becomes About Erasing, Not Supporting
It’s very easy to lose yourself in “optimization” culture:
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optimize your skin
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optimize your hormones
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optimize your aging
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optimize your microbiome
Before long, wellness stops feeling nurturing and starts feeling punitive.
When your focus is only on preventing, reversing, or hiding the evidence of age, you lose the joy of actually caring for yourself.
It becomes another chore on the list of things you’re “supposed” to do to remain acceptable.
This is exactly why so many women feel overwhelmed, discouraged, or ashamed when they experience something like a UTI or post-menopausal symptoms—because the wellness world has conditioned us to believe these changes mean something is “wrong” with us.
They don’t.
Real Wellness Supports the Body You’re In
Our philosophy at Good Kitty Co is simple:
Support > Shame
Understanding > Fear
Function > Perfection
Women deserve straight-forward, medically supported tools that work with their body—not against it.
Real wellness is:
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strengthening the urinary microbiome
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supporting tissue health
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understanding hormonal shifts
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nurturing the pelvic floor
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restoring confidence and comfort
Not trying to pretend you’re 22 again.
We aren’t here to sell you the fantasy of reversing time.
We’re here to help you feel better right now, at the age you actually are.
Beauty, Desire, and Health Aren’t Measured in Years
Your body tells a story—one of resilience, intimacy, history, and experience.
Lines, shifts in tone, microbiome changes, hormonal transitions…
These aren’t flaws.
They’re biology.
Women are allowed to age and still be:
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sensual
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vibrant
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curious
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healthy
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desirable
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deeply alive
You don’t have to erase anything to be worthy.
And you certainly don’t need an industry making you afraid of your own reflection just to sell you a product.
A New Narrative for Women’s Health
We want to redefine what “wellness” means for women:
Not anti-aging.
Not anti-menopause.
Not anti-life-experience.
Just pro-you.
Pro-curiosity.
Pro-education.
Pro-living in a body that deserves care, not criticism.
If you’re here, you’re already rewriting the script the industry handed you.
And that is powerful.
You Are Not Getting Old — You Are Getting Well.
We’re not in the business of fear-based marketing.
We’re in the business of making women feel informed, supported, and actually good in their bodies.
Explore Good Kitty’s science-backed solutions and see how different wellness feels when it’s built with respect—not insecurity.
