Incontinence is a reality for many women, yet the products designed to manage it often fall short- lacking comfort, performance, and care. That’s where Attn: Grace comes in.
This brand is rewriting the narrative with incontinence products that deliver high-performance and skin-safe materials you can trust. Designed to support women through every stage- postpartum, peri, and post-menopause, and all the moments in between.
As a Certified B Corporation, Attn: Grace stands out for its commitment to the highest standards of social and environmental responsibility, transparency, and accountability.
We had the privilege of sitting down with co-founder Alexandra Fennell to learn more about their mission, their innovative approach, and what drives their work. Read on to discover the story behind Attn: Grace- and don’t miss out on their products with 20% off their first order using code ELITONE20 at attngrace.com.
The inspiration behind Attn: Grace initially came from Mia, who had seen her mother struggling to find incontinence products she could trust to keep her dry, without irritating her skin or feeling bulky and uncomfortable. We have seen so much innovation around cleaner, high-performing period care. We saw it in the baby care space as we started our family. We saw it happening, of course, in beauty. But when we looked at the incontinence space, it was still stagnant. We knew there had to be a better way.
The more women we spoke to, the more we realized the experience Mia’s mother was having with conventional incontinence pads wasn’t at all unique. Most of the women we surveyed were desperate to find higher-performing, more comfortable solutions that didn’t leak, didn’t give off an odor, and didn’t cause a host of unwanted side effects. This research dovetailed with my own experience with bladder leaks, postpartum after multiple births, and our mission became clear. We wanted to design a line of clean, ultra-high-performing, plant-based incontinence care products that would empower women to live their lives without compromise and enjoy better health and well-being.
In parallel with developing higher-performing products, we knew we also wanted to reframe the conversation around urinary incontinence, to break down the deep shame and stigma it often carries. We believe one of the most powerful ways to do that is to empower women with the right tools, resources, and connections to manage the impact incontinence can have on overall health, both physically and in terms of our mental well-being. On our blog, in our Resource Library, across our social channels, and through collaborations with like-minded brands, we’re working to support women living with bladder leaks with access to vetted content from trusted experts and open conversations around our shared experiences.
At Attn: Grace, we recognize that incontinence is a unique experience and can arise during various life stages and due to a variety of health factors. Whether leaks are happening during your postpartum recovery, or they’re being triggered by perimenopause or menopause, or they’re a side effect of chemotherapy, or they’re triggered by MS, or you just have an overactive bladder – the of things that can trigger bladder leaks is long.
We’ve designed our products to meet you wherever you are in your journey with urinary incontinence, with a range of pads tailored to support women dealing with all levels of bladder leaks. In addition to our pads, we also designed a disposable, pull-on brief that tackles the heaviest of leaks. (Also a great add to your hospital bag if you’re preparing to give birth and want to avoid the infamous mesh underwear the hospital provides.) All of our products combine innovative leak protection with breathable, plant-based, Skin-SafeTM materials that are free from harsh chemicals—offering a level of care that women can fully trust and feel confident in using.
It really depends on the individual. We have some customers who stash a box of our liners in their gym bags so they have them for their higher-intensity workout days others who routinely use multiple heavier pads as they go about their day and others who fall somewhere in between.
In terms of complementary habits and treatments, there are several options women can explore with their doctors and healthcare teams to treat or mitigate their leaks. From pelvic floor therapy to acupuncture to kegel-replicating devices, like Elitone of course – the list goes on.
Unfortunately, we’ve learned that on average it takes a woman six years before she will talk to her doctor about leaking. Many women just aren’t comfortable having the conversation and many doctors aren’t trained to proactively ask about it. Most doctors receive limited training on subjects like perimenopause and menopause, which is when at least 43% of women begin experiencing bladder leaks for the first time. So there’s a significant knowledge gap here.
One of my favorite tools that we’ve created to help encourage women to have these conversations with their providers is our Resource Library. We built a national directory that offers women access to a wide array of healthcare providers and treatment modalities, ranging from traditional Western medicine with Urogynecologists and OB/GYNs, to pelvic floor therapists, to more holistic practitioners of acupuncture and naturopathy. Depending on the specific nature of a woman’s UI, it is often treatable. We want women to be armed with the information they need to explore potential treatment options and play a more proactive role in how they manage their incontinence.
At the end of the day, we hope that with Attn: Grace, women find not only the best solution from a product standpoint but also find a community and set of resources that empower them around this condition and their health overall. Women should never feel alone on this journey.
The adult incontinence category contributes between 7–13% of landfill waste each year, highlighting a critical need for sustainable alternatives in this space. At Attn: Grace, we’ve replaced conventional petroleum-based components and other synthetic materials with high-performing, plant-based ingredients without sacrificing product performance. One of the reasons our products outperform so many of our competitors is precisely because we use higher-quality, more natural ingredients.
We’ve proven that high-performance eco-conscious sourcing and product design can go hand in hand in the incontinence care space. You don’t have to compromise. As this becomes increasingly clear, and as more consumers demand cleaner, more sustainable products for their everyday needs, the incontinence industry will have no choice but to evolve to keep up with that demand.
Yes, incontinence has historically been seen as something we have to navigate alone and that carries so much shame and stigma. This has been true for many women’s health issues over the years, including menstruation, perimenopause and menopause, PCOS, and more but that’s finally starting to change. We’ve seen incredible progress around normalizing periods and period care, the menopause space is exploding and women are talking more openly about a wide array of health challenges that we navigate across our various life stages.
At Attn: Grace, we’re committed to changing the perception of incontinence and normalizing this health condition so more women can feel comfortable accessing the care that they deserve. From a product standpoint, simply recognizing the need for higher-performing, cleaner solutions and bringing them to market starts to shift the dynamic. For decades, women have had to accept products that don’t perform and worse, create significant discomfort, irritation, and other negative side effects. That in itself has sent a message that this condition isn’t important enough to merit the kind of innovation we have seen in other categories. Imagine if 50% of men experienced bladder leaks – how much further along would products and treatments in this category be by now?
In addition to shifting the narrative through innovation, we’re also working to support open, informed conversations around life with UI and to provide resources that empower women to address incontinence without shame. Our blog features candid discussions with women’s health advocates like Ardra Shephard, an internationally renowned MS advocate, who shares her personal experiences with incontinence as a side effect of MS. Another recent example is our work with Dr. Marcy Crouch, The Down There Doc, a renowned expert on pelvic floor health and postpartum recovery. These resources offer practical advice and encourage women to seek support, reinforcing that incontinence is a health issue that deserves attention and care and isn’t something you need to navigate alone.
Attn: Grace caters to a growing demographic that is more vocal about their health needs. How do you think this openness will shape the future of incontinence products?
As more and more women speak up about their experiences with UI and other health conditions – and the products they use to manage those conditions – there will be increased pressure on brands to deliver better solutions. Similarly, as more consumers demand products made with clean, non-toxic ingredients, there will be increased pressure for companies to innovate faster and more meaningfully around sustainable sourcing and design. I’m also hopeful that the long-overdue, increased focus we’re seeing around women’s health more broadly right now will continue to fuel faster progress across the board, particularly for conditions like UI that disproportionately impact women vs. their male counterparts.
For me, the positive impact we’re able to have on our customer’s mental and physical well-being with our products is the most exciting part. Urinary incontinence is this incredibly common condition, but it’s been historically overlooked and underserved – much like other aspects of women’s health. When women find our products, it’s game-changing for their quality of life. The stories we hear from our community every day are really powerful. I don’t think Mia and I fully appreciated the impact we would be able to have.
The stories we hear are incredible. Women write or call in and tell us that they’re comfortable going to a concert with their friends again, taking a longer road trip or flight again, or are laughing freely again or sleeping better… the list goes on. It’s the best part about what we’re doing.
Building off of what I mentioned earlier, from an industry standpoint, I know we’re leading the category forward, both from a product performance standpoint and from a sustainability standpoint. As demand for clean, high-performing products continues to increase, the industry will have no choice but to follow suit.
Our customers are at the heart of everything we do at Attn: Grace. From sharing what they want to see next from our incontinence product lineup to suggesting new product ranges for us to explore, to letting us know the retailers where they most want to see us show up.
As founders, it’s been amazing to have this level of involvement from our community, which also underscores just how long women have been waiting to have these kinds of conversations. Like so many other aspects of our health, women have been socialized in many ways to just grin and bear it – the it here of course being bladder leaks – and to make do with suboptimal solutions. The level of engagement we see from our customers is a testament to how ready women are for better solutions to their incontinence. This feedback loop we’re so fortunate to have also enables us to keep developing products that thoughtfully and effectively meet our customer’s needs and can fit seamlessly into their lives.
Beyond shaping product design and how we think about ongoing innovation, the stories our customers share keep us centered around our larger mission as a brand. When women have access to products that fully support them in navigating bladder leaks, they’re able to get back to doing the things they love, comfortably and with confidence. That’s our entire reason for being.
At Attn: Grace, we believe that managing incontinence shouldn’t mean compromising dignity or lifestyle, and our mission is to empower women to live fully and confidently. We’ve seen firsthand how our products go beyond simply meeting a functional need—they foster a sense of empowerment that impacts every part of our customer’s lives. Women who switch to products report a whole host of health benefits sleep, less anxiety, and greater ease in socializing, traveling, and exercising. Many also experience fewer UTIs, feeling a renewed sense of comfort and control in managing their health.
These benefits extend well beyond the physical. By feeling more at ease and secure in their incontinence care, women regain the confidence to fully live their lives. It’s incredibly humbling to play a part in that and to be able to support women’s well-being as they navigate different phases of their health journey.
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