Methods of treating the genitourinary syndrome of menopause (GSM) and modulating expression of genes involved in the GSM in an individual include administering compound L759,633 or compound JWH-133, both selective ligands for the endocannabinoid receptor type 2 (CB2). These compounds and compositions containing these compounds can be used as a non-hormonal alternative to hormones such as estrogen and ospemiphene for the treatment of the GSM and in particular, vaginal atrophy (VVA).