The MTick®
Built on credibility,
delivered with trust.
More than just a shopping symbol, the MTick certification builds consumer confidence through trust.
More than just a symbol, the MTick builds consumer confidence through trust.
MTick Certification
The MTick is the universal shopping symbol and certification for menopause-friendly products delivered by GenM. More than a shopping symbol, the MTick is universal mark of credibility, setting the pace for industry-leading certifications.
Created to better support and serve the 15.5 million women in the UK currently experiencing menopause, the MTick is the universal symbol of visibility, choice and trust. It empowers women to search, source and shop for menopause-friendly products with confidence, helping them find trusted products to help support one or more of the 48 menopause signs.
The MTick does not exist to cure menopause, but it can help women find trusted products to manage their menopause, their way, and empower them to live their best menopause.
MTick Criteria
Brands and retailers displaying the MTick symbol must undergo a rigorous, independent certification process, which accesses each product against a strict and robust set of menopause-friendly criteria, to demonstrate how it can help support a specific menopause sign.
Products, brands and retailers that meet the MTick menopause-friendly criteria can display the MTick on packaging, online, in-store and through communications. To receive certification, products must meet one or more of the following criteria:
Backed by Claims
Authorised medicinal, cosmetic, or health claims supported by regulatory bodies such as EFSA or FDA, with robust scientific evidence.
Tried and tested
Clinical or user trials with menopausal women showing statistically significant results for specific menopause signs.
Features technology
Functionality or materials proven to support a menopause-related need through independent testing.
In addition to meeting one or more of the MTick criteria above, we will also assess a product's Trustpilot reviews to ensure it is highly rated (4+ stars) by customers.
How we created the MTick®
In 2022, informed but our research findings, we partnered with Boots, one of the UK’s most trusted pharmacy-led health and beauty retailers, to define the foundations of the MTick criteria and certification process.
Partnering with teams across the business including pharmacy and legal, we built the criteria for the MTick. Then, after successfully piloting it on 500 products and in 1,000 Boots’ stores, we launched it to our entire collective of partners in April 2023.
Today, the MTick is continuing its journey to becoming an industry leading shopping symbol and certification, with continuous evolution of the MTick criteria to set pace for the retail industry, protect the menopause category and its consumer, as well as evolve for additional categories beyond health, beauty and wellness.
One small MTick,
One purposeful growth opportunity
The purposeful growth opportunity for investing in menopause-friendly retail solutions is clear. As proven by EPIC Conjoint’s and Kantar’s research, the MTick delivers significant commercial and purposeful advantage across multiple categories for brands and retailers.
Boost consumer confidence & loyalty
Drive purposeful growth & market share
Increase product & category discoverability
Join us
Read our latest research delivered by global insights partners Kantar and Epic Conjoint to discover how the MTick® is the key to unlocking the $600bn global menopause market.
Join purposeful brands and retailers
proudly displaying the MTick®
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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