Pura Collagen announced as the first GenM Partner to bring the menopause-friendly M-Tick symbol to product packaging

Similar to the vegan V or gluten-free labelling, the M-tick aims to make it easy for consumers to find suitable products, providing them with a wealth of choices to take control of their menopause in the way that best suits them. The M-Tick only applies to relevant, menopause-friendly products that meet GenM’s strict criteria. After Boots conducted a successful trial last year with in-store and online merchandising, Pura Collagen becomes the first GenM Partner to apply the logo to packaging.

GenM, the menopause partner for 80 brands including Pura Collagen, Holland & Barrett and QVC, works to help organisations recognise and respond to the needs of menopause. GenM created the M-tick in response to their groundbreaking research that revealed 78% of menopausal women wanted to buy products that support and relieve symptoms if labelled as menopause-friendly. Sadly, only a third (36%) of menopausal women currently find it easy to navigate menopause-friendly products in-store. Additionally, nine in ten (91%) have never seen any marketing for such products, and 90% wish brands were more inclusive of menopause. 

From 14th June 2023, the M-Tick will now appear on the Pura Collagen range including new advanced menopause supplement BALANCE and founding products Glow+, Flex+, SLEEP and PROTECT. Offering the purest and most potent collagen blends, each Pura Collagen product targets different menopause and perimenopausal symptoms including thinning hair, altered skin, changes in skin texture, nail changes, painful joints, loss of bone density, fatigue and insomnia. Pura Collagen is pure, proven and positive in its products, its brand ethos and its sustainability mission, with the ground-breaking, patented Bioactive Collagen Peptides which target different collagen-producing cells around the body. The M-Tick symbol will be rolled out on Pura Collagen products both online and with key retail partners including Boots, Holland & Barrett (both of which are also GenM Founding Partners) and Selfridges. 

Uniting responsible and forward-thinking brands, Pura Collagen joined the GenM collective early on with its award-winning collagen range. Jennifer Mo, nutritional expert and founder of Pura Collagen was eager to add the M-Tick logo to the pack as soon as they possibly could.

Jennifer Mo comments: “Pura Collagen has been creating solutions for menopausal women since launch. We are loud and proud about how these women should be seen, heard and supported. Menopause affects over 15.5 million women in the UK, which is one-third of the female population. Adding a symbol onto our packaging to help women navigate menopause-friendly products was a no-brainer. We have supported GenM at every step since we joined and will continue to do so on this incredible journey.”

Heather Jackson, co-founder of GenM also comments: “Our mission at GenM is to empower forward-thinking brands to purposefully embrace the menopause market and improve the menopause experience for all. We’re delighted to see Pura Collagen doing just that. It’s so exciting that our M-Tick – the world’s first recognisable menopause symbol – will launch on Pura packaging, making it easy for consumers to find products that support the 48 symptoms and take control of their menopause. This is just the beginning of the M-Tick. We have over 20 Partners in the process of deploying it and we’re confident that within 5 years, it will be as recognisable as the vegan V. We look forward to seeing many more brands join this game-changing initiative.”