New Nordic report from Lindex highlights the stigma surrounding women’s bodies

A new survey from Lindex reveals that 6 out of 10 Nordic women aged 18-75 feel that their well-being is negatively affected by prevailing body ideals. The issue is most prominent in the age group 18–45, where 8 out of 10 women report being negatively affected to some extent. The survey also shows that 3 out of 4 women aged 18–75 experience that hormonal changes have a negative impact on their everyday lives. 

‘The fact that so many women are negatively affected by body ideals and hormonal changes shows how important it is to increase understanding and reduce the stigma surrounding women’s bodies. As a major player in the fashion industry, we have both a responsibility and an opportunity to drive change. We are driven by the ambition to support women through the various stages of life, from puberty to menopause. By raising important issues, challenging norms, and developing innovative products, we work to drive meaningful change for women. That is Lindex’s higher purpose,’ says Susanne Ehnbåge, CEO of Lindex. 

Lindex has long deepened its commitment to women’s everyday lives by highlighting important issues, supporting initiatives that promote health and well-being, and developing products with women’s needs in focus. A clear example of this is Lindex’s femtech brand Female Engineering, which develops innovative products to meet women’s needs through the different stages of life – for example high-tech period panties and menopause wear. 

As part of its efforts to increase knowledge about women’s well-being, Lindex has conducted a comprehensive Nordic survey involving women aged 18–75. 

Additional findings from the survey:

• 45 percent of women aged 18–29 report that menstruation often negatively affects their daily lives. 
• 1 in 3 women aged 46–60 say they are often or always negatively affected by premenopause or menopause. 
• 56 percent believe that increased understanding from employers would benefit them when experiencing hormonal issues. 
• 48 percent believe that physical products tailored to hormonal needs would help them manage their symptoms. 

‘Hormonal health is with us every day, yet it’s a topic we rarely talk about – especially at work. At Lindex, we’re curious and committed to exploring this area further, because we believe that understanding and openness can make a real difference. We want to create a workplace where conversations around hormonal health are welcomed, and where knowledge leads to better support. We may not have all the answers, but we know we can do something—and we’re already seeing how tailored products and increased awareness can help. This is just the beginning,’ adds Susanne Ehnbåge.  

About the survey 
The survey is part of ‘The Nordic Women Report 2025’, conducted by Norstat on behalf of Lindex in collaboration with Aller Media. It is based on an online survey answered by over 4,000 women from Sweden, Norway, Denmark, and Finland, aged 18–75. In-depth qualitative interviews were also conducted with eight women of varying ages. The fieldwork took place in May–June 2025. 

See the Lindex deep-dive survey here.