Rose Hamilton, Founder of Compass Rose Ventures, interviews Sally Mueller, founder of Womaness. They discuss how Womaness addresses the unmet needs of women experiencing menopause through education and innovative products.

About the Episode

Sally shares her journey from a successful career at Target to launching Womaness. Her personal experiences with menopause and a clear market gap inspired the brand. Womaness focuses on empowering women with products and information tailored to their needs.

Main Topics

• Starting Womaness: Sally explains how her menopause experience led her to create a brand offering solutions for women.
• Product Focus: The brand offers skin care, supplements, and sexual wellness products designed specifically for women in menopause.
• Marketing Challenges: Sally discusses overcoming initial barriers and reframing menopause as part of healthy aging.
• Omnichannel Strategy: Insights into connecting with customers through online and in-store experiences.
• Building a Team: Sally emphasizes hiring adaptable team members aligned with the company’s mission.
• Lessons Learned: Advice on patience, networking, and balancing business with personal life.

Episode Highlights

• Sally’s career shift from Target to entrepreneurship.
• The importance of educating women about menopause symptoms and solutions.
• Strategies for retail success with partners like Target and Ulta Beauty.
• Marketing tactics for connecting with busy women through storytelling and trusted recommendations.
• The value of a strong network in overcoming challenges and scaling a brand.

Call to Action

Discover how Womaness is changing the conversation around menopause. Learn from Sally’s experiences and strategies for building a successful brand in women’s wellness.

Learn More

Visit Womaness to explore their products and mission to support women during menopause and beyond.

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Podcast Transcript: The Story of a Brand

Episode Highlights:

• Host: Rose Hamilton
• Guest: Sally Mueller, Founder of Womaness

Introduction

Rose Hamilton: Hello, Story of a Brand Show listeners! I’m so excited to be here. I’m Rose Hamilton, your host for this episode, and it brings me great pleasure to introduce Sally Mueller. Sally is the founder of Womaness, a rapidly growing brand in the menopause market. This space is gaining increased visibility and funding, making it a fascinating topic. Sally, welcome to the show.

Sally Mueller: Thanks, Rose. It’s such an honor to be here, and I’ve really enjoyed getting to know you outside of this conversation.

Rose Hamilton: Yes, likewise! Let’s begin by diving into your background, as it’s such an inspiring foundation for the creation of Womaness.

Early Life and Career

Sally Mueller: I grew up with two very entrepreneurial parents. My mom, a former teacher, transitioned into the beauty business and owned four Merle Norman Cosmetic studios in the Twin Cities, Minnesota. As a teenager, I was deeply involved in helping her, giving makeovers, and making women feel great. This early experience ignited my passion for empowering women.

After college, I joined Target Corporation, where I worked for 24 years. I started as a merchant in apparel, learning about trends, sourcing, and running a P&L. Later, I spent 15 years in marketing during Target’s transformational era, working on major branding campaigns, including the Bullseye campaign and design partnerships with brands like Isaac Mizrahi and Missoni. These experiences equipped me with a deep understanding of brand building and product development.

The Birth of Womaness

Rose Hamilton: What led you to create Womaness?

Sally Mueller: Two pivotal moments inspired Womaness. First, my personal journey through menopause, where I experienced symptoms like low libido, sleep disruptions, and night sweats. After years of frustration, I found a doctor who recommended over-the-counter products. To my dismay, these products were outdated and lacked clean formulations. That’s when I decided to disrupt this stigmatized space.

Second, conversations with my co-founder Michelle highlighted the need for education and inspiration for women in their late 40s and 50s. Many women feel stuck in uninspiring careers, unaware of the extensive symptoms of menopause—over 40 in total. Our mission became clear: to create solutions, educate women, and inspire them to embrace healthy aging.

Womaness: Product Development and Philosophy

Rose Hamilton: How did you approach product innovation?

Sally Mueller: We conducted extensive focus groups and learned that women didn’t want products addressing just one or two symptoms. Instead, they wanted comprehensive solutions. At launch, we introduced 13 products—a bold move that overwhelmed some investors. But our philosophy was clear: women have diverse needs, and a legitimate menopause brand must offer a range of products.
Our focus areas include:
1. Skin and Body Care
2. Supplements
3. Sexual Wellness Products

While we don’t tackle weight gain directly, we provide education and resources, as there’s no “magic pill” for this challenge.

Building the Brand

Rose Hamilton: How have you evolved the brand and messaging?

Sally Mueller: Initially, our tagline was “Menopause, Meet Your Match,” but we’ve since expanded to “Healthy Aging.” This broader messaging attracts a wider audience while addressing misconceptions about menopause. We’ve updated our website and materials to reflect this evolution.

Marketing Strategy

Rose Hamilton: How do you allocate marketing dollars?

Sally Mueller: In the first three years, we invested heavily in brand-building, hosting events with doctor panels and product showcases. Moving forward, our focus is on product-level marketing while maintaining our brand’s integrity. Our primary audience is women aged 45–55, though we serve a broad age range. Reaching this time-pressed demographic requires building trust through storytelling and influencer recommendations.

Challenges in Retail and Scaling

Rose Hamilton: What challenges have you faced in scaling Womaness?

Sally Mueller: Retail has been the toughest aspect. Educating consumers about the “menopause solutions” category is challenging, as many don’t realize it exists. Collaborating with retailers like Target and Ulta Beauty requires a long-term strategy to optimize merchandising and customer experience.

Leadership and Team Building

Rose Hamilton: How have you built your team?

Sally Mueller: Our first hire was a supply chain expert during COVID. Today, we have nine employees, including Michelle and me. We prioritize hiring generalists who can grow with the company, ensuring cultural alignment even with contractors.

Lessons Learned and Advice

Rose Hamilton: What advice would you give your younger self?

Sally Mueller: Be patient. Building a business is a marathon, not a sprint. Take breaks and nurture relationships. A strong network has been invaluable to Womaness’ success.

Closing Thoughts

Rose Hamilton: Sally, thank you for sharing your incredible journey. Your mission to empower women through education and innovative products is truly inspiring. Any parting words?

Sally Mueller: Build and nurture your network. Relationships are key to overcoming challenges and achieving success.

Rose Hamilton: Thank you, Sally. It’s been an absolute pleasure.