Sainsbury’s The Edit skincare range has become the first grocer-owned label to feature GenM’s menopause-friendly certification.
The ‘MTick’ is the universal shopping symbol and certification designed to signpost trusted menopause-friendly products, in a bid to make it easier for menopausal customers to search, source and shop for what they need.
Sainsbury’s launched the 17-product own-label premium skincare range in-store and online in August. Priced between £1.50 and £8.50, it features products including an SPF30 moisturiser, cleanser, serum, eye gel, toner mist, and sheet mask.
Nine of the products are now MTick-certified, including the Hyaluronic Cleansing Balm and Niacinamide Overnight Face Mask.
To be awarded the certification, products must meet strict criteria, providing scientific evidence that they address menopause-related signs and undergo independent testing.
In-aisle PoS will roll out into Sainsbury’s superstores for The Edit. The range will also feature on the MTick-ceritified menopause-friendly beauty plinth activation in selected stores throughout October, World Menopause Awareness Month.
“What a great launch. The biggest own-brand launch in skincare for a long time, backed by our 1,200 beauty experts,” said Sainsbury’s senior buyer for skincare Richard Welch. ”We’re incredibly proud to have nine products MTick-certified, too.”
GenM founder and CEO Heather Jackson added: “We are so proud to have Sainsbury’s as a member of the GenM collective, and now, with The Edit becoming the first grocer-owned range to carry MTick-certified products, we couldn’t be more thrilled.
“It is small changes like these that can make a huge difference to a woman’s lived experience of menopause. United by the MTick, retailers like Sainsbury’s are transforming the shopping landscape; delivering choice, trust and visibility to empower women to search, source and shop for menopause-friendly products with confidence and driving the growth of a purposeful new retail category.”
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