Incontinence care brand bags US$2m investment to ‘fuel’ expansion

The US female-founded personal care brand Attn: Grace has raised US$2m in funding to “revolutionise” the incontinence care market.

Attn: Grace, which develops a range of sustainable incontinence products, aims to set a new standard of care for a health condition that impacts over 19 million women in the US alone.

Led by For Later, the round also saw participation from Flybridge, as well as existing investors, including Kapor Capital, Portfolia, Ingeborg Investments, and Commonwealth.

This announcement comes on the heels of Attn: Grace’s May launch in nearly 1,600 Walmart Supercenters nationwide, as well as on Walmart.com and Target.com.

Attn: Grace co-founder, Mia Abbruzzese, said: “We’re thrilled to secure this additional investment and to continue expanding the impact we’re having in the incontinence care market.”

“We hear stories from our customers every day about the difference our products are making in their day to day routines, and ultimately in their overall quality of life,” her co-founder, Alex Fennell added.

“We’re incredibly excited to continue driving our mission forward and increasing access to solutions that don’t force women to compromise on comfort, performance or their larger values.”

The latest funding secured by Attn: Grace, as well as its recent launch into national big-box retail, speaks to the growing demand for more natural, high-performing solutions in this category, Fennell explained.

From a regulatory perspective, there are almost 1,700 chemicals that have been banned or restricted from use in personal care products by the European Union.

Many of these chemicals are still used in conventional personal care products sold in the US, including many conventional incontinence products.

“We’re careful to exclude these and other questionable chemicals from our supply chain, bringing a new standard of clean care to the category,” the co-founder said.

However, the two entrepreneurs also recognise the need for meaningful change in the incontinence category goes beyond simply offering better products.

Despite the fact that 50 per cent of adult women experience urinary incontinence, it remains a highly stigmatised condition that often triggers shame, anxiety, social isolation and a myriad of other health challenges.

“We’re long overdue for an honest, informed conversation around this condition,” pointed out Fennell.

“Women navigating life with bladder leaks need to know that they aren’t alone, and they need to be supported in finding the care options that are best for them.

“It’s my hope that, as an emerging leader in this category, Attn: Grace can continue to evolve this larger conversation.”