How the Wellness Industry Exploits “Natural” to Sell Us Science Misinformation in the Age of Menopause

This topic has been front and center in my mind over the past year as I’ve spent more time online professionally. The more I see, the more concerned I become—not only by the growing volume of misinformation but also by how boldly it’s being pushed, sometimes even by those shaping public health policy.

As someone who’s always been a science girly, I’m alarmed by the way pseudoscience and anecdote have come to overshadow credible research. And yet—I get it. I’ve been there. I’ve spiraled down wellness rabbit holes, convinced that “eating clean,” eliminating entire food groups, or doing a detox would be the answer to inflammation, bloating, weight gain, autoimmune flares, and hormone imbalances. 🤦

Let’s be honest—those promises sound amazing. Who wouldn’t want a simple, “natural” fix? Who wouldn’t feel safer buying food, soap, or supplements labeled “all-natural”?

I sure did. And it’s no surprise—most people assume that if something comes from nature, it must be better. This belief is so common it has a name: the naturalistic fallacy (also called the “appeal to nature”). It’s the mistaken idea that “natural” automatically means good, and “unnatural” means bad.

The wellness industry banks on this belief—literally. According to a 2024 McKinsey & Co. report, the global wellness market is worth nearly $1.8 trillion, with $15.4 billion tied to menopause-related products alone. This includes overpriced vitamins, detox teas, “clean” supplements, and hormone-balancing protocols, most of which are poorly regulated and poorly supported by science.

In this post, I’ll unpack how the naturalistic fallacy works, how it’s used to sell misinformation—especially to women navigating menopause—and how you can protect yourself from expensive, ineffective, and sometimes dangerous wellness traps.

The Naturalistic Fallacy: Thinking Natural = Good

The naturalistic fallacy tricks us into believing that anything “natural” is safe and beneficial, while “synthetic” or “chemical” means harmful. For example:

• “Herbs are safer than prescription medicine because they come from plants.”
• “Natural hormones are better than synthetic ones.”
• “If our ancestors didn’t eat it, we shouldn’t either.”

It sounds convincing—until you remember that arsenic, lead, cyanide, and poisonous mushrooms are also natural. Meanwhile, “unnatural” medicines like buprenorphine, penicillin, and insulin save millions of lives.

Nature isn’t automatically good, and synthetic doesn’t automatically mean bad. Context matters.

How the Wellness Industry Uses This Fallacy to Sell You Stuff

Companies know how much we love the idea of “natural.” So they slap it on everything—from snacks and skincare to supplements and menopause treatments. It makes products feel safer, even when they’re not any better (or even riskier) than alternatives.

And nowhere is this marketing sleight of hand more prevalent than in the menopause space.

 The Menopause Wellness Scam

Menopause is a natural, biological process where estrogen and progesterone production decline, leading to symptoms like hot flashes, sleep issues, mood swings, and vaginal dryness. Fortunately, menopause hormone therapy (MHT) is a well-researched, FDA-approved treatment that’s effective for many women and can even help prevent bone loss.

But the wellness industry often capitalizes on fear—particularly the fear of “synthetic” medicine—and pushes unproven, expensive “natural” alternatives instead.

Here are some of the most common traps to watch out for:

🚩 1. “Natural” Hormone Therapy (Bioidentical Hormones)

Some clinics and influencers promote compounded bioidentical hormone therapy (BHT) as a safer, more “natural” alternative to conventional MHT, claiming it’s made from plants like soy or yams.

Reality check:

• “Bioidentical” is a marketing term, not a scientific one.
• Even plant-based hormones must be synthesized in a lab to mimic human hormones
• FDA-approved options like estradiol and micronized progesterone are also “bioidentical”—but unlike compounded products, they’re regulated and tested for safety and efficacy.
• Many compounded hormones are not FDA-regulated, meaning you can’t be sure what’s actually in your dose.

💡 What to do instead: Talk to a menopause-informed healthcare provider who can offer all your options, not just expensive, unregulated hormone pellets or creams.

🚩 2. Herbal Menopause Supplements

Supplements containing black cohosh, maca root, and dong quai are marketed as natural hormone balancers—but the supplement industry is largely unregulated. These products don’t need to prove they work—or even that they’re safe.

Reality check:

• Most menopause supplements don’t outperform placebos in clinical trials.
• Some herbs may interact dangerously with medications or harm your liver.
• Claims about anti-inflammatory herbs like turmeric are often exaggerated, and products may be contaminated with heavy metals like lead.

💡 What to do instead: If you’re exploring supplements, do so with guidance from a qualified professional. And don’t rely on them as your primary menopause treatment.

🚩 3. Expensive “Hormone Detox” Diets

You’ve probably heard that eliminating gluten, dairy, sugar, or “toxins” can rebalance your hormones.

Reality check:

• Your body already detoxes itself. That’s what your liver and kidneys are for.
• There’s no evidence that cutting out entire food groups affects hormone levels during menopause.
• These restrictive diets can lead to nutrient deficiencies, disordered eating, and a sense of failure when they inevitably don’t work.

💡 What to do instead: Focus on balanced nutrition, regular exercise, sleep, and stress management. These truly support your health and hormones—without fear or restriction.

🚩 4. Fear-Mongering About “Toxins” in Medicine

Some influencers demonize prescription treatments as “full of chemicals” or “toxic,” often while promoting their own expensive, unregulated alternatives.

Reality check:

• Everything is made of chemicals. Water (H₂O) is a chemical. So is oxygen.
• HRT is extensively studied and considered safe for most women.
• If someone’s using fear to sell you something “natural,” it’s likely about profit—not your health.

💡 What to do instead: Consult evidence-based resources like the FDA, Mayo Clinic, or a trusted provider who can critically evaluate claims—not just repeat them.

How to Protect Yourself from Wellness Scams

You don’t need to be a scientist to spot sketchy wellness claims. Here are some simple steps you can take:

✔ Don’t Assume – Ask for Proof  

If something claims to be safer or better because it’s natural, ask: “Where’s the evidence?” Just because it worked for someone on TikTok doesn’t mean it’s safe or effective.

✔ Check Who’s Selling It

Is the person recommending the product also profiting from it? Be cautious. (Yes, I sometimes recommend supplements to clients—but I don’t make a profit. Many influencers earn 35–50% margins.)

✔ Beware of Buzzwords  

Words like “detox,” “clean,” “chemical-free,” and “hormone balancing” are often marketing fluff. They sound scientific but usually lack real meaning.

✔ Remember: Natural ≠ Safe  

Plenty of natural things can harm you. And if a “natural” product is strong enough to help, it’s strong enough to have side effects.

✔ Remember: Chemical ≠ Bad  

Everything is made of chemicals—including you. What matters is which chemical, how much, and in what context.

✔ Trust Science  

Vaccines, antibiotics, and hormone therapies have helped millions. Just because something is created in a lab doesn’t mean it’s dangerous.

Final Thought: Don’t Let “Natural” Fool You

The wellness industry loves to pit nature against science—but it’s a false choice. Nature and science can both offer incredible solutions, and they can both cause harm. “Natural” is not a guarantee of safety, and “synthetic” is not automatically bad.

So next time you see that  “all-natural” hormone detox or a menopause hormone-balancing protocol being sold by that wellness influencer, take a closer look. Ask questions. Check the facts. And choose what’s right for your health based on evidence—not fear, marketing, or magical thinking.

Because often, you’re not choosing between “toxic” and “natural.”  

You’re choosing between “real science” and a “sales pitch”. ☺️

P.S. I’ve shared some of these science communicators on social media before, but I’m including a handful again here because their work is that important. Each of them works tirelessly—often at the expense of their own well-being—to combat health and wellness misinformation online. They offer an invaluable service by helping us separate fact from fiction. I encourage you to follow one or all of them so you can feel empowered to make truly informed decisions about your health. Disclaimer: Some of these voices may come across as political—and I understand that might feel off-putting. But the reality is, public health and politics are deeply intertwined. That doesn’t make their information any less accurate. In fact, if something they say makes you uncomfortable, it might be worth leaning in. Discomfort can be a sign that you’re encountering a perspective that challenges you—and that’s often exactly what’s needed to make a fully informed decision, even when the decision itself may not change.

• @dr.andrealove
• @drjessicaknurick
• @danielleshine.dietician
• @this.is.mallory
• @thiswomanlifts
• @drjengunter