Cougar Puberty: A Viral Rebrand of Perimenopause—and Why It Matters

In this article

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At Paloma Health, we know firsthand how confusing and isolating the perimenopausal transition can be. For too long, women have suffered in silence—told their symptoms are “just stress” or that they’re “too young” for hormonal changes. But in recent months, a viral new term is helping women finally name and claim what they’re going through: “cougar puberty.”

It’s bold, irreverent, and surprisingly empowering. The phrase has spread quickly across TikTok, Instagram, and wellness communities—offering a humorous yet honest way to describe perimenopause, the often-misunderstood stage leading up to menopause.

Paloma Health welcomes this cultural shift. Rebranding perimenopause as “cougar puberty” may sound lighthearted, but it reflects something much more profound: a growing demand for recognition, validation, and real support for women’s midlife hormonal health!

Before we explore the concept of “cougar puberty,” let’s clarify what perimenopause actually is.

Perimenopause is the transitional phase before menopause when hormone levels—especially estrogen and progesterone—start to fluctuate and decline. This stage can begin as early as your 30s, but most women experience it in their 40s. It typically lasts several years – up to a decade – before your periods stop completely. After a year without periods, menopause is official.

At Paloma Health, we often hear women describe perimenopause as “puberty in reverse”—and that’s not far off.

Common signs and symptoms of perimenopause include:

• Irregular periods.
• Hot flashes and night sweats
• Peri-brain: Mood swings, anxiety, brain fog, and memory issues
• Depression
• Sleep problems
• Low libido
• Vaginal dryness
• Joint pain
• Weight gain and body composition changes

There are other surprising symptoms of perimenopause, including tingling and electric shock sensations, digestive issues, gum problems, urinary issues, and vision changes, among others.

These symptoms aren’t “just part of aging.” They are hormonal signals that your body is undergoing a significant transformation—one that deserves recognition, treatment, and care.

The term appears to have first been used in a January 2023 YouTube video from comedian, advocate, and author Kristina Kuzmic. (While lighthearted, the video is also quite informative and accurate in describing symptoms of perimenopause and menopause!)

More recently, “cougar puberty” has become a viral social media trend, after TikTok social media creators began describing perimenopause as a second adolescence. One of the most popular is TikTok creator “Radiant.Rewind.”

This concept of “cougar puberty” has clearly struck a nerve with women in their 30s and 40s who are finally seeing their symptoms reflected—albeit with humor and some sass! The comments sections are lighting up with relief and recognition. “No one told me this would happen,” many women are sharing. Others are joking that they feel like teenagers again, only this time with back pain and a mortgage!

As a virtual medical practice that supports thousands of women through this transition, we see and hear real-life versions of this every day. And we welcome any language that helps break the silence and normalize this experience!

Puberty and perimenopause may seem like polar opposites—one heralds the beginning of fertility, while the other marks its gradual decline. Yet these two stages of life are more closely related than many realize. Both are defined by powerful hormonal shifts that affect the body and brain, altering not just how a woman feels physically, but how she experiences herself emotionally, cognitively, and socially. In many ways, perimenopause is like a second puberty—albeit one that’s far less discussed, poorly understood, and often overlooked in medicine and culture.

Hormonal changes during puberty and perimenopause

At the heart of both transitions is a process of hormonal change. During puberty, the brain’s hypothalamus signals the body to begin producing more estrogen and progesterone, which then initiate the physical changes of adolescence: breast development, menstruation, body hair, growth spurts, and emotional intensity. These hormonal levels gradually stabilize as a young girl matures into adulthood.

In contrast, perimenopause is defined not by a rise in hormones, but by their increasing unpredictability. Estrogen and progesterone begin to fluctuate wildly, sometimes spiking, then plummeting without warning. Ovulation becomes irregular, menstrual cycles become erratic, and symptoms such as hot flashes, night sweats, anxiety, brain fog, and fatigue begin to surface. The body is not entirely shutting down its reproductive function all at once—instead, it is entering a stage of hormonal turbulence similar in chaos to adolescence.

Effects on the brain

Another commonality is that both puberty and perimenopause dramatically affect the brain. Scientists have long understood that puberty initiates significant changes in the adolescent brain, shaping everything from emotional regulation to social sensitivity. But emerging research now suggests that perimenopause is another time of significant brain remodeling. As estrogen levels drop, the brain must adapt, recalibrate, and form new patterns of functioning, potentially contributing to the “brain fog” or memory issues many women report. Both stages of life, then, represent a period of major neurological change.

Emotional and relationship impact

In terms of emotional impact, the parallels continue. The mood swings, anxiety, irritability, and periods of low self-esteem that characterize adolescence are mirrored in perimenopause. Many women in their 40s and early 50s describe feeling emotionally volatile or more sensitive than usual, much like their teenage selves. And just as adolescents often feel uncertain about their place in the world, perimenopausal women may experience a reevaluation of identity—especially as society bombards them with messages about youth and beauty, and the perils of aging.

These physical and emotional changes don’t just affect the individual—they also impact relationships. Adolescents frequently push boundaries as they search for independence, often straining family dynamics. Likewise, women in perimenopause may renegotiate relationships, redefine roles at work and home, and seek new forms of connection or expression. It’s a time of questioning, of growth, and often, of transformation.

Puberty and perimenopause are treated differently

Despite these profound similarities, society treats puberty and perimenopause very differently. Puberty is widely recognized and supported. Schools offer health classes, parents have “the talk,” and there’s no shortage of books, TV shows, and movies that help prepare teens for the journey. In some cultures, puberty is even celebrated with rituals and ceremonies marking the onset of menstruation.

Perimenopause, on the other hand, is often met with silence or stigma. Few women are taught what to expect, and many don’t even recognize the term “perimenopause” until they’re already in it – or even have completed it! There are no rites of passage, few public conversations, and a lack of medical support. What should be a powerful, transitional phase is too often dismissed as “just aging,” leaving women to navigate it alone and uninformed.

Physical changes in puberty and perimenopause

Physical changes are common in both puberty and perimenopause. Adolescents deal with acne, body odor, breast development, irregular periods, and weight fluctuations. Perimenopausal women may also experience hormonal acne, changes in breast tissue, and weight gain, particularly around the abdomen. Periods become irregular again, sometimes skipping months or showing up unpredictably. The body, once again, feels unfamiliar—changing in ways that can be frustrating or disorienting.

Sleep disturbances are another common thread. Teenagers often struggle with shifting circadian rhythms that make it hard to fall asleep before midnight. In perimenopause, falling or staying asleep becomes difficult due to a mix of hormonal changes, night sweats, and anxiety. Both stages challenge the body’s natural sleep-wake cycles and can leave women feeling tired, foggy, and emotionally drained.

Key differences between puberty and perimenopause

Ultimately, the core difference between the two stages is the direction in which the body is moving. Puberty opens the door to fertility; perimenopause begins to close it. But both involve periods of chaos before hormones eventually stabilize. Puberty leads to the steady cycles of reproductive adulthood. Perimenopause leads to the calm of menopause, when hormonal levels level out once again, often bringing relief and newfound clarity.

In the end, puberty and perimenopause are not opposites—they are bookends of the same story. Each marks a shift in a woman’s relationship with her body, her brain, and the world around her. Both bring challenges and opportunities. And both deserve to be seen, supported, and respected.

By naming it “cougar puberty,” women are demanding the same level of attention, recognition, acceptance, and care given to puberty in adolescents.

The term “cougar puberty” is resonating with women for several key reasons.

1. It’s reclaiming power!

Historically, the language around perimenopause and menopause has been clinical, vague, or, frankly, downright depressing. “Cougar puberty” reframes the experience as a transformation—not a decline. Just like puberty, it’s messy and emotional. But it’s also an opportunity to reset, reprioritize, and reinvent.

2. It’s creating community!

Whether you love or cringe at the term, it’s getting people talking. TikTok, Instagram, and even traditional media have picked up on the trend. Women are swapping symptoms, stories, and support—not in hushed tones, but out loud and unapologetically.

3. It makes the invisible visible!

At Paloma Health, we often see women who were misdiagnosed with anxiety or depression when what they were experiencing was hormonal imbalances due to perimenopause or thyroid dysfunction. A catchy term like “cougar puberty” might sound playful, but it helps women realize: “Wait, this is actually a thing. I’m not crazy!”

The “cougar puberty” rebrand may be going viral, but behind the trend is something serious: millions of women navigating confusing, disruptive, and often overlooked symptoms during perimenopause. What they need isn’t a laugh or a pat on the head. They need real, science-backed solutions.

Here’s how women should be treated during perimenopause and midlife hormonal transitions.

Comprehensive testing is important

A quick thyroid panel or basic hormone test isn’t enough. Perimenopausal care should include comprehensive lab testing to assess:

• Thyroid health (TSH, Free T3, Free T4)
• Sex hormones like estrogen, progesterone, and testosterone
• Metabolic markers, inflammation, and nutrient levels

Symptoms like fatigue, brain fog, weight gain, and mood changes can come from multiple imbalances—not just “aging” or “stress.” Proper testing is the first step toward real answers.

Care from practitioners who get it

Women in midlife deserve to work with clinicians trained in perimenopause, thyroid care, and hormonal weight gain—not generalists who dismiss symptoms or blame stress. The right provider will:

• Take time to listen to you, not rush to prescribe antidepressants
• Understand the hormonal shifts of perimenopause and how they interact with thyroid and metabolic health
• Offer validation, not gaslighting

No woman should walk away from a doctor’s office feeling unheard, minimized, or told to “just wait it out.”

Personalized, multi-layered treatment plans

Perimenopause affects every woman differently, and care should reflect that. A personalized approach may include:

• Hormone replacement therapy (HRT) for symptom relief and long-term health
• Thyroid medication when thyroid dysfunction is present
• Targeted supplements to support energy, sleep, and mood
• Natural approaches to support perimenopause, including lifestyle interventions for metabolic health, stress resilience, mood, energy, and nervous system support

Symptoms are real—and they’re treatable when care is thoughtful, layered, and specific.

Accessible, respectful care

Whether in person or virtually, care should be convenient, thorough, and compassionate. That means:

• Not waiting months to see a provider
• Appointments that aren’t rushed
• Direct communication with your care team
• Transparent, easy-to-understand results
• Ongoing support—not just a one-and-done visit

Women in perimenopause shouldn’t have to navigate their health alone, be misdiagnosed, or be dismissed. They deserve a medical experience that meets them where they are—and helps them feel like themselves again.

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“Cougar puberty” may have started out as a joke—but it points to something very real:

• A cultural shift where women refuse to be ignored
• A demand for better care, better research, and better language
• A new generation of women who are redefining midlife on their own terms

It’s about time.

For decades, women’s hormonal health—especially during perimenopause—has been under-researched, underfunded, and under-discussed. Now, thanks to growing awareness (and yes, even viral TikToks), women are finally realizing: We don’t have to white-knuckle our way through it!

Culturally, puberty and perimenopause are still seen through very different lenses. Puberty is celebrated as a time of growth, potential, and new beginnings. Perimenopause, on the other hand, is too often viewed as a period of loss, decline, or invisibility. But this framing is not only outdated—it’s harmful.

The truth is, perimenopause is just as much a threshold as puberty. It’s a powerful transition that offers space for reflection, reinvention, and reclaiming your health and identity on your own terms.

What if we treated perimenopause the way we treat puberty—as a normal, universal, and vital stage of development? What if women were prepared for this change with the same care, education, and community support we offer adolescents? Imagine a world where teenage girls learn not only about the start of their reproductive journey, but also how it might end. We could normalize the full arc of hormonal life, reduce fear, and make sure no woman feels blindsided or broken by changes that are entirely natural.

Whether you’re 38 or 52—and whether you call it perimenopause or “cougar puberty”—if your cycle feels confusing, your mood’s all over the place, or you’re battling hot flashes and other symptoms, Paloma Health is here to help.

We think “cougar puberty” is a clever, bold reframe. Because let’s face it: naming the challenges of midlife and offering real, workable solutions is long overdue.

At Paloma Health, we’re proud to walk beside you through every phase of your hormonal journey, offering:

• Virtual consultations with experienced, hormone-savvy providers
• At-home thyroid testing that’s comprehensive and convenient
• Diagnosis and treatment plans for perimenopause and menopause
• Personalized support for weight and metabolism changes—including GLP-1 medications when appropriate
• A judgment-free space to ask questions and get real answers from practitioners and your peers

You don’t have to “wait it out.” You don’t have to guess. And you definitely don’t have to suffer in silence.

If you’re ready to take charge of your hormones, schedule a virtual consultation with a Paloma Health provider today.

• The term “cougar puberty” is a viral, humorous rebrand of perimenopause that helps women name and normalize this hormonal life stage.
• Perimenopause and puberty share many physical, emotional, and neurological changes—but society treats them very differently.
• Symptoms like brain fog, anxiety, weight gain, and hot flashes aren’t “just aging”—they’re signs of fundamental hormonal shifts that deserve care.
• Social media has amplified the “cougar puberty” trend, sparking community, conversation, and relief among midlife women.
• Comprehensive testing and personalized treatment—including thyroid checks, HRT, and lifestyle support—are essential for perimenopausal care.
• Paloma Health supports women through this transition with virtual hormone-savvy providers, at-home testing, and compassionate, customized care.