E45 - GenM

Our commitment.

At E45, we’re proud to stand with Gen M, supporting women through menopause. Our goal is straightforward: to help everybody feel comfortable in their skin every day.

It all started back in 1952, when a Boots chemist created the first tub of E45 Cream after a customer asked for something to soothe, relieve and protect their skin. Since then, we’ve spent over 70 years combining trusted dermatological expertise with simple, fuss-free care that really makes a difference. By partnering with Gen M, we can continue our mission, supporting women through menopause with proven skincare — helping them feel more comfortable, more confident, and ready to be their best every day.

Menopause-friendly products from E45

E45 Face Hydrating Serum

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E45 Cream

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E45 Lotion

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E45 Face Daily Protect

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E45 Itch Relief Gel

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E45 Itch Relief Cream

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E45 Nourishing Balm

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E45 CICA Soothe & Repair Cream

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E45 Emollient Bath Oil

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Women’s health has been overlooked for far too long — especially when it comes to menopause. I’m really proud of E45’s partnership with GenM and the MTick, helping women find products that truly support them through this stage of life.

At Karo, we want everyone to feel seen, heard, and cared for — and this is a small but important step in that direction.

Anna Hale

Chief Marketing Officer, Karo Healthcare

Bringing the MTick® to life

Working in collaboration with our partners, we’re proud to say GenM’s and the MTick’s role in retail has grown year on year. We continue to raise awareness of the menopause and make a meaningful purposeful change for millions of women.

Bringing the <span>MTick®</span> to life

Join the Collective.

If you’re a brand or a retailer looking to make the most of this purposeful market opportunity, access the MTick®, and find out more about becoming a GenM partner, get in touch below.

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VisionM

By 2030, the MTick symbol will be recognisable as the Vegan V and as purposeful as B Corp in how it transforms society’s perception and support of menopause.