Redefining Healthy Aging: What Today’s Women Expect—and What Brands Must Deliver

Sponsored by Biova

The conversation around healthy aging for women is undergoing a fundamental transformation, and Amanda Jepson, President of Biova, is at the forefront of that shift. In this video interview, Jepson explores how the industry has moved away from reactive, indication-specific solutions toward a more proactive, holistic approach that addresses women's health needs before they become problems.

Jepson identifies the most significant gap in the market as an overemphasis on fertility and beauty at the expense of a broader understanding of how women's bodies change across different life cycles. She discusses the rising bar for clinical evidence, now a baseline requirement rather than a competitive differentiator, and how AI-empowered consumers are doing their own ingredient research and demanding proof behind every product. She also addresses the real-world compliance challenge of managing multiple supplements and the opportunity brands have to innovate through delivery formats that are enjoyable, convenient, and easy to stick with.

Women's health professionals, brand strategists, and product developers will come away with a clearer picture of where the category is heading—including the emerging focus on ovarian health as a driver of overall wellness throughout a woman's life.