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Women, Testosterone, and the Power to Decide

A critical look at hormone therapies promoted by influencers

By Jazmin Agudelo for Ruta Pantera on 11/17/2025 8:00:25 AM

In recent years, a quiet but growing phenomenon has entered gynecological and endocrinological offices across Latin America: women over 50 requesting testosterone treatments. The intention is not to build muscle like men in the gym, but to regain energy, sexual desire, and emotional well-being lost during menopause. According to data from the North American Menopause Society (NAMS), testosterone therapy for postmenopausal women has risen 40% between 2021 and 2024, with notable spikes in countries like Mexico, Colombia, and Brazil (Sherwin et al., 2024). Behind this trend lie not only real hormonal transition symptoms, but a powerful cultural driver: midlife influencers who, via Instagram and TikTok, have turned hormone therapy into a symbol of empowerment and renewed vitality. Testosterone is not an exclusively male hormone. Women produce it in the ovaries and adrenal glands, and levels drop by up to 50% during menopause, contributing to chronic fatigue, reduced libido, muscle loss, and mood changes. A meta-analysis published in The New England Journal of Medicine confirmed that low-dose testosterone—applied as gel, patches, or creams—significantly improves sexual function, energy, and overall well-being in women with documented deficiency, without the risks tied to high doses (Davis et al., 2023). In Latin America, where access to hormone therapies has historically been limited, this treatment is being democratized thanks to specialized clinics in Bogotá, São Paulo, and Mexico City.
Social media influencers have played a decisive role in this trend. Profiles like @midlifemoxie (United States, 220,000 followers), @vitalidad50plus (Colombia), or @menopausiaactiva (Argentina) share striking visual testimonials: women aged 55 to 65 running marathons, traveling solo, rediscovering their sexuality. Their posts not only normalize conversations about menopause—a traditionally under-spoken topic—but have helped position testosterone as a tool for liberation. “It’s not vanity, it’s health,” they emphasize. And it appears to work: a study from Universidad Javeriana found that 68% of Colombian women over 50 who started hormone therapy in 2024 did so after seeing social media content (Gómez & Ramírez, 2025). Yet the narrative is not unanimous. While benefits are evidence-backed, risks exist. Testosterone can cause side effects like acne, facial hair growth, voice changes, or—in poorly managed cases—increased cardiovascular and liver problems (Glaser et al., 2022). In Latin American contexts, where regular medical follow-up is not always accessible, unsupervised use—driven by online prescriptions or influencer advice—poses a real danger. A report from Universidad de los Andes noted that 25% of women on unsupervised hormone therapy in Colombia showed significant lab abnormalities in the first six months (Rodríguez & López, 2025). Moreover, not all women are candidates. Therapy is advised only in cases of confirmed deficiency via blood tests, not as a general “boost.” The North American Menopause Society recommends thorough evaluation: hormone levels, breast cancer history, cardiovascular disease, and liver function (Sherwin et al., 2024). Yet many anti-aging clinics—especially in Miami and Panama—offer “hormone packages” without these filters, feeding a market that blends science with promises of eternal youth. Despite the risks, the movement holds undeniable value: it makes visible a life stage society has stigmatized for decades. Women who once resigned themselves to “that’s just how it is” now claim their right to feel alive, active, and desired. Testosterone, in proper doses and under medical supervision, can be part of that equation. But the key lies in information, not inspiration alone.

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