Three Incontinence Products Brands to Watch

Just like in the baby diaper and femcare categories, innovation is expanding in the incontinence products category, and new brands and technologies are beginning to emerge. With continued growth expected for this hygiene category, Nonwovens Industry rounded up a few of the newest brands to hit the market.

Attn: Grace

In the incontinence space, Attn: Grace, which offers a line of incontinence pads, liners and briefs that feature plant-based backsheets as well as 100% plant-based topsheets, has continued on a path of growth.

The company announced $2 million in new funding last year to fuel further growth. This announcement came on the heels of Attn: Grace's May 2023 launch in nearly 1600 Walmart Supercenters nationwide, as well as on Walmart.com and Target.com.

Since securing this funding, Alexandra Fennel, co-founder, says Attn: Grace has been really focused on continuing to grow brand awareness and expand access to its products, which it believes offer a superior experience for women living with urinary incontinence. The brand has also focused on supporting and growing its partnership with Walmart and expanding its brand presence with new retail partners, which will be announced in the months ahead.

“We’re also about to launch a new product that we developed in direct response to requests from our customers, and we have others coming through our R&D pipeline that will continue to deliver outstanding solutions while minimizing our environmental impact,” she says.

In February, the brand was named as a winner of Good Housekeeping’s 2024 Sustainable Innovation Awards. The Good Housekeeping Institute found that Attn: Grace offers a “super product in comparison to others in the market segment” and recognized Attn: Grace’s status as a Certified B Corp, citing it as “a testament to the [company’s] attention to environmental and social responsibility.”

Because Market

In its continued commitment to serving diverse customer needs, direct-to-consumer brand Because Market recently unveiled three new products that address key demands within the adult incontinence category.

The brand’s Sensitive Overnight Underwear for Women prioritizes both skin health and high performance. Recognizing the challenges faced by those with sensitive skin, the product boasts a super absorbent core and plant-based liner that effectively wicks away moisture while remaining soft and comfortable. Additionally, it is dermatologist-tested, OEKO-TEK certified, and chemical-free.

Meanwhile, Because’s popular Premium Maximum Plus Incontinence Underwear for Women now comes in a sleek black color, expanding choice and flexibility for customers looking for additional wardrobe options. This new iteration maintains the same trusted features, ensuring maximum protection and leak-proof confidence.

Beyond traditional absorbent solutions, Because has also taken a holistic step with the introduction of its Bladder Control supplement. Formulated with clinically researched ingredients like pumpkin seed and soy germ, it empowers users to proactively manage their incontinence symptoms by targeting leaks, urgency, and urination frequency.

Jude

Jude, a London-based bladder health startup that launched in 2022, closed a $4.24 million seed round in September 2023, led by Eka Ventures and Innovate UK, with the continued support of existing investors Samos Investments, Joyance Partners and Access VC. The brand offers bamboo-based liners and pads, as well as leakproof incontinence pants and supplements.

“This is a major milestone to advance the research and science in an underserved area of health and close the gap in women's health,” says Peony Li, founder and CEO of Jude.

With the new round of funding, Li says the brand is setting out to improve the entire clinical pathway from symptom to solution, adding online prescription and digital services, enabling millions to access to personalized treatment plans. The brand is also partnering with brick-and-mortar retailers that never had a bladder care treatment on shelves.

The company also has its sights set on the U.S. market, with plans to expand its offering to the 75 million people experiencing bladder issues in the country.