Women must be able to live their best lives, even in perimenopause and menopause.

I’m 24. And I am lucky to be surrounded by women in their 30s and 40s who have loved ageing. They make it sound tempting, almost. Because as they went through life, they discovered more of themselves, and let go of all the shackles they were surrounded by. Age and time have been nothing but kind to them.

But there is one part of life that’s not as controlled. Not as managed. More importantly, not as understood. Everything may be okay in life, but something feels off.

Perimenopause starts, on average, in a woman’s early 40s. It can last a decade. During that time, there’s a change in our bodies, minds, mood, even identity. Hot flushes, night sweats, joint pain, heart palpitations, weight shifts. Brain fog, memory lapses, cognition slowing down. Anxiety, rage, crying without reason. Empty nests, career pivots, relationship changes. Sometimes, even the question, “who am I now?”.

The women who seem to have got through this time are the ones who know what’s going on, have a friend to call, a trusted group of people to rely on, and the opportunity to make choices that help them feel physically, mentally, and emotionally fitter.

Yellow started with wanting to make that a reality for the women around us.

We’re not the first people to notice this gap. The ones who came before us have made space for more. We’re a young team, with our ears close to the ground. We ship fast and listen closely. The only way to know if something works is to put it in front of people and let them tell you.

We make no assumptions. Today, each product in the Yellow suite, mood tracking, HRT companion, a platform for practitioners, started as a response to either my mum, or something women told us they needed.