TV Personality-Turned-Menopause Advocate Stacy London Joins Wellness Brand Wile

Stacy London is back on the brand side, joining women’s wellness ingestible brand Wile as an advisor to further the conversation about menopause and womanhood at middle age. 

The television personality, author, entrepreneur and activist known as being the straight-shooting co-host of TLC makeover show “What Not To Wear” previously was the CEO of State Of Menopause, a brand that had a dozen offerings across skincare, body care and wellness, including the products CBD Body Oil and Turmeric Supplement.

Brand incubator Arfa, which has transformed into headless commerce player Chord, launched State Of Menopause as State Of in 2020, and London acquired a majority stake shortly thereafter. She shuttered the brand earlier this year to focus on education and healthcare advocacy for people in perimenopause and menopause. 

London isn’t the only celebrity on Wile’s team. Actress Judy Greer, star of “13 Going on 30,” “27 Dresses,” “Archer” and “Reboot,” is a co-founder. London became friendly with Greer as well as Wile’s other co-founders—Gwendolyn Floyd, Corey Scholibo and Julie Kucinski—as a result of being active in the women’s wellness space. In 2022, London asked Floyd speak at the inaugural Menopause CEO Summit, an event she created to bring together executives and entrepreneurs working in the menopause and wider healthcare realms.

“Ever since I first met the team at Wile, I knew they had the right product-market fit, and I wanted to be a part of their journey,” says London. “But the main reason I wanted to join them is that their products work! Wile is treating this woman from the inside out in a way that is additive, not exploitative, like so much of the market.”

Wile’s assortment spans vegan capsules, tinctures and drinkable powders addressing the impacts of perimenopause and the mental state of women over 40 years old. London highlights the brand’s $24.99 Un-Worry Tincture as one of her favorite products. It helps her manage her menopause-induced anxiety without prescription medication.

“Wile understands the complex connection between physical and emotional stress and its impact on the body in mid-life,” says London. “Natural support to address these issues is what this consumer is craving in a clear, straightforward and caring manner.” 

Multi-hyphenate London’s menopause-related activities are only heating up. Next month, she’ll be co-hosting Making Over Menopause with Stacy London, a 5-day retreat at Canyon Ranch’s Tucson property. In early 2024, she’s planning to introduce a media platform dedicated to middle-aged women’s health issues.

“Stacy truly lives this mission, and there is literally no one working harder right now to change the perceptions around mid-life women,” said Scholibo, “But what people may not know is she has an unbelievably keen business sense and can see the market where it is and where it is going. She is aligned with our mission to help women holistically, including her emotional well-being and the best way to do this is from the inside out.”

Wile has raised nearly $4 million in funding over two rounds from Serena Williams’s Serena Ventures and The Flex Company and Maude backer Coyote Ventures. The brand’s products are available in over 5,000 brick-and-mortar doors nationwide and select e-tailers, including Whole Foods, Sprouts, CVS, Grove Collaborative and Amazon.