Attn: Grace, A Sophisticated Brand for Older Women

A new sustainable wellness brand geared toward women and the problems they face as they age is launching this week. Attn: Grace bladder leakage products feature a 100% bio-based top sheet, allowing only natural fibers to touch women’s skin, providing a gentler product than is currently on the market.

Co-founder Mia Abbruzzese noticed a need for better options in incontinence care when visiting her elderly mother and seeing she was disposing her incontinence items in a newspaper sleeve.

“Here is a woman who is relatively sophisticated,” she says noting that she didn’t even realize her mother was facing incontinence. “She is well dressed, she shops at Whole Foods, has a lot of pride in her actions and appearance and there wasn’t a more sophisticated option in this category.”

Abbruzzese, whose background is in manufacturing, decided it was time for a disruptor in women’s health. She partnered with her wife, Alex Fennell, who is a patent attorney, to develop a sustainable solution for women facing incontinenc