Menopause, a natural phase in every woman’s life, has been known since 1821 when it was first coined by a French physician. Yet, it remains one of the most underserved areas in women’s health. By 2025, nearly 1 billion women worldwide will experience menopause, accounting for 12% of the global population. Despite this, menopause has long been ignored by industries, with just 4% of global research and development funding allocated to women’s health. 

Recognizing this underserved need, MAS Holdings, a leader in apparel innovation, took a bold step in 2017 by launching Become under its Femography division. This marked a pivotal shift from MAS’s traditional role as a manufacturer to a forward-thinking direct-to-consumer brand. With a mission to create innovative apparel solutions addressing the needs of women from periods to menopause and every stage in between, Femography is redefining care by delivering reusable solutions that provide real relief, helping to break the silence and stigma surrounding life stages. This mission continues today as we develop and manufacture textile solutions for menopause, featuring our Anti-Flush Technology™, for global brands 

 

Understanding Menopause and Its Challenges 

Menopause is a natural biological process that marks the end of a woman’s reproductive years that typically occurs between the ages of 45 to 55 years.. However, it comes with a host of symptoms that can significantly impact quality of life. Among these, hot flushes (or hot flashes) are among the most common and disruptive. 

What are hot flushes? 

According to the Mayo Clinic, a hot flush is a sudden feeling of warmth, often concentrated in the face, neck, and chest. This can lead to visible redness, sweating, and discomfort. Once the heat dissipates, many women experience chills as the body tries to regain balance. Hot flushes can last between 5 and 7 minutes, occur multiple times a day, and disrupt sleep, work, and social interactions. 

For a condition that lasts an average of seven years, finding effective and accessible solutions is vital. Yet, traditional remedies often focus on medical interventions, leaving a significant gap for non-invasive, lifestyle-friendly options. 

A First-to-World Solution: Anti-Flush Technology 

Recognizing the need for practical, non-invasive solutions, Femography introduced the patented Anti-Flush Technology — a textile-based solution that helps manage hot flushes and night sweats. 

 

Unlike conventional approaches, this solution integrates advanced apparel technology which include recycled nylon and sustainable finishes into its products that not only address the needs of the women’s health and wellness space, but also contribute to reducing the product’s footprint.  

How It Works: 

• Cooling Yarn: Absorbs and dissipates the intense heat generated during a hot flush, providing immediate relief. 

• Moisture Management Finish: Wicks away sweat quickly, ensuring the wearer stays dry and comfortable. 

• Temperature Regulation: Stores excess heat and releases it gradually, minimizing post-flush chills and maintaining a balanced body temperature. 

Patented in Europe and the US, this technology is a game-changer, addressing all three stages of a hot flush in one seamless solution. 

Breaking Taboos and Driving Conversations 

When launching clothing featuring Anti-Flush Technology in 2017, menopause was still considered a taboo topic, even in progressive markets like the UK. Many brands hesitated to address the subject, leaving a significant gap in both awareness and solutions. Femography saw this as an opportunity to lead change. 

By addressing menopause directly, Femography not only provided practical solutions but also opened up critical conversations about a life stage that affects millions of women. This effort positioned the company as a leader in the FemTech space and demonstrated that apparel can be a powerful tool for improving health and wellness. 

Consumer-Driven Innovation Backed by Science 

One of Femography’s key principles is putting consumers at the heart of innovation. Every product is co-created with women experiencing menopause, ensuring their needs and preferences drive the design process. 

What sets Femography apart? 

• Scientific Backing: All innovations undergo rigorous testing to ensure they effectively address real symptoms. In fact, our patented Anti-Flush™ Technology is backed by independent studies carried out by three UK-based universities: the University of Bristol, De Montfort University Leicester, and the Open University. 

• Empathy-Driven Design: Products are crafted to be functional, stylish, and comfortable, so women don’t have to compromise. 

• Sustainability: By incorporating recycled materials and eco-friendly finishes, Femography aligns with the growing demand for sustainable solutions. 

This consumer-focused approach not only delivers meaningful products but also fosters trust and loyalty among users. 

Expanding the Reach of Innovation 

Since launching clothing with Anti-Flush Technology, Femography has made significant strides, but its journey is far from over. Initially launched in the UK, the apparel solutions are now in the US and other global markets, where the conversation around menopause is gaining momentum. 

The potential applications of Femography’s technology extend beyond menopause. For example: 

• Pregnant Women: Many experience hot flushes due to hormonal changes. 

• Hot Climates: Anti-Flush technology is ideal for anyone seeking temperature regulation in extreme conditions. 

• Adaptive Wear: Femography is exploring how its solutions can benefit individuals with disabilities who have unique apparel needs. 

By integrating its innovations into activewear, shapewear, and everyday clothing, Femography, is broadening its impact and meeting the needs of diverse consumer groups. 

Why This Matters: Transforming Categories and Lives 

The work of Femography goes beyond creating products—it is about transforming lives. By addressing one of the most underserved areas in women’s health, MAS Holdings is setting a new standard for innovation in apparel. 

The numbers speak volumes: 

• 1 billion women will experience menopause by 2025. 

• 4% of global R&D funding is allocated to women’s health, highlighting the urgent need for investment and innovation. 

Through its efforts, Femography is proving that apparel can do more than clothe—it can empower, support, and improve quality of life. 

Sustainability: A Core Commitment 

Sustainability is at the heart of Femography’s mission. With growing concerns about environmental impact, the team has incorporated recycled nylon and sustainable finishes into its products. This ensures that while addressing health needs, the brand also contributes to a greener future. 

Redefining Women’s Health Through Apparel 

Femography exemplifies what’s possible when innovation, empathy, and science come together. By breaking taboos, driving awareness, and delivering first-to-world solutions, MAS Holdings is empowering women to navigate menopause with confidence and comfort. 

As Femography continues to grow, it is not just changing the lives of women experiencing menopause—it is redefining what it means to innovate in the apparel industry. The future is not just about clothing women; it’s about supporting them through every stage of life with solutions that truly matter.