Hormone Hype or Real Help? Unpacking the Cycle Syncing Industry Boom

Cycle syncing has exploded in popularity, with women worldwide embracing this practice to align their lives with their menstrual cycles. But as the trend grows, so does the wellness industry’s interest, turning hormonal health into a lucrative market. In 2025, the women’s wellness sector is projected to reach $1 billion, with cycle-syncing apps, supplements, and programs leading the charge. While these tools promise empowerment, a critical question emerges: is the industry genuinely helping women, or is it exploiting their desire for better health?

Cycle syncing involves tailoring diet, exercise, and self-care to the four phases of the menstrual cycle—menstrual, follicular, ovulatory, and luteal. Apps like MyFLO and Flo have made this easier, offering phase-specific recommendations like iron-rich foods during menstruation or high-intensity workouts in the follicular phase. These tools can be valuable, with 70% of users reporting improved energy levels after adopting cycle syncing. However, the proliferation of paid subscriptions—often $10 or more per month—raises concerns. Many apps lock essential features behind paywalls, making access unequal for women who can’t afford premium plans.

Supplements marketed for cycle syncing are another point of contention. Products claiming to “balance hormones” with ingredients like vitex or magnesium flood the market, yet only 20% of these supplements have been rigorously tested for efficacy. The lack of regulation means women may be spending on products that offer little benefit, or worse, could interact with existing medications. For example, high doses of certain herbs can disrupt hormonal contraceptives, a risk rarely highlighted in marketing materials. This gap between promise and proof suggests the industry may be prioritizing profit over genuine health outcomes.

The commercialization of cycle syncing also risks diluting its core message. What began as a grassroots movement to empower women through self-awareness is now a branding opportunity, with companies slapping “cycle-friendly” labels on everything from protein bars to skincare. This commodification can pressure women to buy into a lifestyle rather than simply listening to their bodies, which is the essence of cycle syncing. In a survey of 2,000 women, 45% felt overwhelmed by the number of cycle-syncing products, with many unsure which were necessary.

On the flip side, the industry has increased visibility for menstrual health, a topic long shrouded in stigma. Cycle-syncing apps have educated millions, with Flo alone reaching 300 million downloads by 2025. This awareness can empower women to advocate for their needs, whether at work or in healthcare settings. Yet, the ethical line remains blurry—when does education cross into exploitation? As the cycle-syncing boom continues, women must approach these tools with discernment, prioritizing those that offer transparent, evidence-based support over flashy promises.