Incontinence is one of those topics that has long been relegated to whispers and euphemisms. Despite affecting over 25 million adults in the United States — the majority of whom are women — the issue has remained oddly invisible in mainstream conversations. The stigma surrounding bladder leaks and the outdated image of incontinence products has only made matters worse.
Understanding Incontinence: A Common, Yet Taboo Issue
Incontinence is the involuntary loss of bladder control, and it comes in many forms — from stress incontinence during physical activity to urge incontinence linked to underlying medical conditions. For many women, it’s a result of childbirth, menopause, or aging. Yet, despite how common it is, the topic is still surrounded by silence and shame.
Traditional incontinence products have done little to help this. Most are bulky, uncomfortable, and designed without real empathy for the women who use them. Worse yet, many contain materials and chemicals — like chlorine bleach or synthetic fragrances — that can irritate sensitive skin or cause allergic reactions.
For decades, the industry has told women to simply “deal with it.” But now, women are demanding better — and Attn:Grace is listening.
A Brand Born from Experience and Empathy
The founders of Attn:Grace came to the space not just as business professionals, but as daughters, caregivers, and women who recognized the deep disconnect between the incontinence products available on the market and the actual needs of the people using them.
What they created was more than a product line — it was a movement. Their mission: to deliver incontinence products that are safer, more effective, and above all, more respectful of the women who use them.
Attn:Grace offers pads, liners, and briefs made from skin-safe materials — free from harmful toxins and designed for everyday comfort. Their products are hypoallergenic, sustainably sourced, and dermatologist-tested. But beyond the technical specs, the real innovation is in how the brand makes women feel.
No more shame. No more hiding. Just honest, elegant solutions that meet women where they are.
From Startup to Walmart: A Milestone of Meaning
One of the most remarkable parts of Attn:Grace’s journey is their recent expansion into major retail — including a launch in Walmart, as profiled in the U.S. Chamber article. This move signifies more than just business growth. It represents a cultural shift: an acknowledgment by the world’s largest retailer that women’s health deserves a place on the shelves, front and center.
Landing a deal with Walmart also brings much-needed accessibility to incontinence care. It allows more women — regardless of location or income level — to access products that truly support their wellness.
This kind of visibility helps normalize the conversation around bladder leaks and aging. It empowers women to feel seen, heard, and cared for — without having to compromise on safety or style.
Redefining Incontinence with Dignity
So what makes Attn:Grace different in a market filled with long-established brands?
First, it’s the product design — ultra-thin yet absorbent pads and liners that don’t feel like diapers. Second, it’s the ingredient integrity — no chlorine, dyes, latex, or irritants. And third, it’s the mission: to treat incontinence not as a source of shame, but as a natural part of many women’s lives.
The packaging is sleek, the messaging is clear, and the community is growing. Attn:Grace doesn’t just sell products. They advocate for the idea that women deserve wellness solutions that reflect their strength, not their “problems.”
The Bigger Picture: Aging with Confidence
Incontinence isn’t just about leaks — it’s about confidence. When you don’t have to worry about odor, irritation, or visible lines, you can move through your day with greater freedom. Whether you’re at the gym, at work, or out with friends, the right product can make all the difference.
By providing modern incontinence products that blend seamlessly into a woman’s life, Attn:Grace is helping reshape what aging looks and feels like. No more embarrassment. No more compromise. Just products that work — and work with your lifestyle.
The Future of Women’s Wellness
What Attn:Grace has accomplished is nothing short of revolutionary. They’ve turned an often-ignored aspect of women’s health into a space for innovation, inclusion, and integrity. And by entering major retailers like Walmart, they’ve ensured that their impact reaches far beyond niche markets or boutique shops.
As more women demand transparency, safety, and design in the products they use daily, Attn:Grace is setting a powerful example for what the future of personal care can look like.
Final Thoughts: From Silence to Strength
Incontinence may be common, but it doesn’t have to come with discomfort or shame. With brands like Attn:Grace leading the charge, women now have access to incontinence products that reflect their needs, respect their bodies, and support their lives.
It’s not just a change in products — it’s a change in how we talk about, treat, and prioritize women’s health. And that’s the kind of progress worth celebrating.
