For generations, the years-long hormonal transition preceding menopause was met with silence or dismissal; now it is met with something more complicated — simultaneous clinical seriousness and commercial appetite. Medical professionals are building evidence-based frameworks to guide women through perimenopause with precision, while the wellness industry rushes to name, package, and sell the experience back to them. The tension between these two forces raises an enduring question about women's health: whether a condition finally receiving its due recognition will be shaped by science or by the