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Unlocking Success in Midlife: Insights from Womaness Co-Founders

Updated: Nov 1, 2023

womaness cofounders michelle jacob and sally meuller

Womaness. It's not just a brand; it's a lifeline for those of us navigating the changes in our bodies. Sally Mueller and Michelle Jacobs are on a mission to empower women through the ups and downs of midlife, from hot flashes to skin shifts and everything in between.

Womaness is all about providing modern, clean solutions for your ever-evolving body. The story began two decades ago when Sally and Michelle crossed paths early in their careers. Today, they're not just business partners; they're the best of friends and each other's go-to sounding boards.

Womaness was created to redefine the aging experience for women, guiding us through all the phases as our bodies change. Sally and Michelle believe we deserve innovation, essential information, and endless inspiration to embrace our true selves.

Get ready for an inspiring journey as we chat with this trailblazing duo, making waves in women's health and wellness!

What was the inspiration behind Womaness? How would you describe your mission?

Sally and Michelle: We provide women with modern, clean solutions for their changing bodies. We don't believe in the pause.

“We asked ourselves, ‘Where do women in their 40s, 50s, and beyond find solutions when their body begins to change? How can we ensure we age well?’

We met 20 years ago, early in our careers. We became good friends, creative collaborators, and honest sounding boards for each other.

During a catchup a few years back, Sally revealed a doctor visit had surprised her with news that the symptoms of her changing body—aches and pains, vaginal dryness, and dry skin—were related to menopause. After reaching out to friends and colleagues, we realized this scenario was all too common. There was no clear education, support, or modern products for this time in a woman’s life.

So we did something about it.

We created Womaness to modernize aging for women and to help you navigate all the phases as your body changes. We see you, we hear you, we are you. We believe you deserve innovative solutions, essential information, and unlimited inspiration that helps remove any “pause” from this phase and sparks a dynamic outlook that embraces who and where you are today. Symptoms like dry skin, brain fog, hot flashes, sleepless nights, and low libido should not slow you down.

Instead, you should be tapping into your fierceness, your sexiness, your realness, your agelessness, your womaness. Because women at this stage are the coolest, smartest, most interesting women we know. And you deserve to remain as unstoppable as ever.

What made you decide to become an entrepreneur?

Sally: My parents were both entrepreneurs and always told me to own my own business.

After spending 25 years at Target Corporation, where I was able to wear many different hats and have a lot of influence over the Target brand, I started my own consulting business. I quickly learned what it was like to have to do everything from bookkeeping to big idea strategizing.

Womaness was a natural evolution of my entrepreneurial career and the most fulfilling due to the impact we’re making on women’s lives. We’re inspiring change in the conversation around menopause and aging, creating a movement, and giving women expert advice and affordable solutions.

Michelle: I saw a real issue that I knew we could solve, given our experience. It felt like the right time, and I had the experience I needed.

What's been the key to your success in midlife?

Sally: I've spent my entire career investing in building relationships with people. My success in midlife has been my ability to lean on those relationships for advice, support, and, of course, amplifying the Womaness mission.

Michelle: Family and gratitude. I really take the time to be happy and grateful for the little things and the big things.

"Women at this stage are the coolest, smartest, most interesting women we know." - Michelle Jacobs, Co-founder and COO, Womaness

Can you share some news about your business that's exciting for you right now?

Sally: We're especially excited by all the amazing feedback we hear from our customers. We have very open lines of communication with our customer...she is able to schedule Zooms with us for a 1:1 session. It's amazing what you learn from these conversations.

Michelle: Overall, everything is up! Sales, subscribers, new users, and returning customers. All our efforts, strategies, and tactics are working.


sally mueller and michelle jacobs

What lessons have you learned along the way that you wish you'd known at the beginning of your startup career?

Sally: I knew being in a start-up takes a tremendous amount of tenacity, but I've realized it requires extreme patience, which I don't always have. It's like an obstacle course every day....from the external economic pressures to the challenging fundraising environment to educating the industry on women's health and what it takes to create a new category.

Michelle: There is so much you don't know. And be very open and honest about what those things are.

What's the best advice you've received for thriving in your 40s, 50s and beyond?

Sally: It's okay to take time for yourself...whether that's a pilates class in the middle of the day or a weekly massage, we all need to take time to breathe.

Michelle: Lift heavy weights.

When self-doubt hits, what do you do to stay the course?

Sally: I compare notes with other founders...usually, what is happening to us is also happening to other brands. It's helpful not to operate within a vacuum.

Michelle: I go back to the gratitude conversations. Try to focus on the good. None of this defines me as a person.

"I've spent my entire career investing in building relationships with people. My success in midlife has been my ability to lean on those relationships for advice, support, and, of course, amplifying the Womaness mission." -Sally Mueller, Co-founder and CEO, Womaness

Can you share one fun fact about you?

Sally: I have a lot of hobbies...knitting, needlepoint, cooking, tennis....I found these hobbies take my mind off of work and help me relax.

Michelle: I can deadlift 150 pounds

Now that you're on the "other side" of career reinvention, what advice can you share with other women considering launching their own business?

Sally: If you believe you have a great idea, put the time into writing a business plan. Think about everything you need to start your business and grow it over the first few years. Michelle and I put the time into writing the Womaness plan, and for the most part, we're implementing the plan we created four years ago.

Michelle: Be prepared. It's really hard. Talk to other founders and ask about the good and the bad.

We love the Womaness line of products, and each of us has our favorites. Which Womaness product can't you live without to look and feel your best?

Sally: My favorite product is Fountain of's our Vitamin C serum that I use every night. It makes my skin feel hydrated and glow. I even use it on my hands and neck.

Michelle: My Favorite is Overnight Magic. I actually use it multiple times a day. I love how it feels and what it does to my skin.


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