Founder Insights: Partnering with Attn: Grace for Women’s Health

Essential Takeaways

Origin and Mission

• Attn: Grace was inspired by the lack of effective, comfortable bladder leak solutions.
• The goal is to offer clean, plant-based products that empower women to live without compromise.

Vision

• Attn: Grace champions sustainable innovation, breaking taboos, and fostering open conversations.
• They strive for a future where women receive dignified, empathetic, and personalized healthcare.

Challenges

• Fundraising was difficult due to a lack of awareness among male-dominated investors.
• Perseverance and alignment with supportive investors helped overcome these hurdles.

Misconceptions Addressed

• Many women are unaware that bladder leaks affect 50% of adult women, leading to shame and stigma.
• Attn: Grace aims to normalize incontinence and provide resources to empower women.

Product Impact

• Their products reduce irritation, odor, and UTIs while improving comfort and confidence.
• Users experience fewer pad changes and feel empowered in their daily lives.

Future of Women’s Health

• Demand for Thoughtful Solutions: Women seek precise, empowering care across life stages.
• Sustainability: Clean, eco-friendly innovations are becoming a priority.
• Longevity: Proactive care and personalized solutions address aging-related health needs.

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Read our interview with Attn: Grace founder Alexandra Fennell

What inspired you to start Attn: Grace? Was there a specific reason or moment that sparked the idea?

The inspiration behind Attn: Grace initially came from Mia, who had seen her mother struggling to find bladder leak products she could trust to keep her dry, without irritating her skin or feeling bulky and uncomfortable. We had seen so much innovation around cleaner, high-performing period care. We had seen it in the baby care space as we were starting our family. We saw it happening, of course, in beauty. But when we looked at the bladder leakage 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 bladder leak 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 products that would empower women to live their lives without compromise and enjoy better health and well-being.

What were some of the biggest challenges you faced in the early stages of Attn: Grace and how did you overcome them?

Fundraising was an immense challenge in the beginning, particularly in getting people to recognize the real market need we were addressing. The disconnect was clear: most venture capitalists are men, while the majority of people experiencing bladder leaks are women. This made it difficult to convey just how significant and underserved this market truly is.

To overcome these hurdles, we simply refused to give up. We kept pushing until we found investors who not only believed in our mission but also understood the massive opportunity this market represents. One of our earliest investors once described us as “having no quit,” and I think that perfectly captures our approach. We persevered because we are so deeply committed to the belief that women living with bladder leaks deserve far better than the options historically available in this category.

What are some misconceptions about incontinence that you’re passionate about addressing?

The biggest misconception - or rather, misunderstanding - is that many women with bladder leaks don’t realize how common this condition is. It affects an astounding 50% of adult women, rising to 75% in women over 65. This lack of awareness often leads women to feel isolated, compounded by the shame and stigma surrounding the issue.

At Attn: Grace we’re dedicated to changing how bladder leaks are perceived and helping women feel empowered to seek care. Historically, it has taken women an average of six years to discuss leaks with a healthcare provider - a delay fueled by stigma. We aim to reframe the conversation by breaking down these barriers and providing tools, resources, and connections to improve both physical and mental well-being.

Through our blog, Resource Library, social media, and collaborations with like-minded brands, we offer access to expert-vetted content and foster open dialogue. Our mission is to support women in managing bladder leaks without shame and to advocate for better understanding and care.

From a product perspective, the lack of innovation in this category has long forced women to settle for subpar solutions that can cause discomfort and irritation. This has sent a harmful message: that this condition isn’t important enough to address. Imagine if 50% of men experienced bladder leaks - how much further along would products and treatments be? At Attn: Grace, we’re changing that dynamic by bringing high-performing, clean solutions to market.

What are some of the most impactful changes that women experience after trying Attn: Grace products?

The biggest complaint we hear from women who have used other incontinence products is that the products are bulky, plasticky and uncomfortable, that they irritate their skin (sometimes to the point of causing infections), that the top layer stays wet or damp (which can contribute to recurring UTIs due to the bacteria that builds up on pads when they don’t effectively wick moisture. We designed our products to address these and many more pain points.

We use a plant-based top sheet in our products that is both exceptionally soft and gentle on the skin and quickly and effectively wicks the moisture from leaks into the core. This creates a significantly more comfortable user experience, and because our products absorb leaks better and keep you dryer longer, they help prevent skin irritation, odor, and infections. Women also tell us they find that they need to change their pad less frequently, which is a win-win for both their wallets and the environment.

With all of this comes an increased feeling of confidence and comfort. Women consistently call or write to us to let us know that with our products they can go about their daily lives without the worry and stress that they will leak, feel itchy, or just not feel like themselves. While addressing some of these issues that women face with other pads is amazing, we get the most joy out of being able to give women the confidence to go live their lives to the fullest.

What does wellness mean to you and how do you see Attn: Grace embodying that?

To me, wellness encompasses anything that supports you in living your best, highest quality life. So that might include things like eating a healthy diet, exercising regularly, having a healthy sleep routine, practicing meditation, making time to connect with friends and loved ones, and so on. In the context of Attn: Grace, we’re fortunate to be able to support a higher quality of life for women who are living with bladder leaks by providing them with products they can trust to perform without worrying about leaks, odor, irritation, bulkiness, UTIs and more.

Women are able to get back to doing the things they love, without compromise – from socializing more, to traveling again, to exercising, to simply laughing without fear of leaking. It’s incredible to see the impact we’ve been able to have on women’s wellness in such a short time. We’re so excited to continue leading this category forward and to support more and more women living with this condition.

What do you hope to change in the women’s health industry?

Our foremost mission is to provide women with the highest-performing, cleanest products possible, empowering them to live their best lives without the fear of bladder leaks or the unwanted side effects often associated with conventional products. Central to this mission is our unwavering commitment to innovation, using sustainable materials to deliver products that not only perform exceptionally but also reflect our care for the planet.

In parallel, we’re focused on arming women with the resources, education, and support they need to navigate urinary incontinence with confidence and ease. By normalizing this wildly common condition and fostering open conversations, we hope to break down taboos, encourage women to seek expert advice, and connect with one another. For us, high-performance care, environmental responsibility and empowering women around this health condition all go hand in hand.

If you could give one piece of advice to women struggling with symptoms of incontinence or related health issues, what would it be?

Find a doctor you love and trust, ask questions, and actively explore potential treatment options. By asking questions you get answers, and with answers you can make more informed decisions that will lead to better outcomes for your health and happiness. But it all starts with taking that first step! If you’re looking for a practitioner to speak with, you might want to check out our directory of health and wellness providers, including urologists, urogynecologists, pelvic floor therapists and acupuncturists.

Finally, what do you think are the three biggest drivers that will shape women’s health in the next 10 years and what does that future look like?

• Increased Demand for Thoughtfully Designed Solutions

Women are no longer willing to settle for subpar options when it comes to their health. There is a growing expectation for products and services that meaningfully address the pain points women experience throughout various life stages—whether it’s postpartum recovery, perimenopause, or chronic conditions like endometriosis or incontinence. The future of women’s health will be shaped by a deeper understanding of these unique needs and the creation of solutions that empower women to manage their health with confidence, dignity, and care. Brands and healthcare providers that listen, innovate, and deliver with precision will lead this shift, building trust and redefining what women’s health looks like.

• Sustainability and the Demand for Cleaner Products

Women are driving the demand for clean, sustainable solutions that don’t compromise on performance. In every industry, including healthcare, the technology to create safer, more sustainable products already exists, but it remains underutilized. Over the next decade, women will continue to demand better—products free from harmful chemicals, crafted with eco-conscious materials, and designed to reduce environmental impact. As consumers increasingly hold companies accountable, we’ll see a wave of sustainable innovation sweeping across women’s health and personal care. This shift will push legacy brands to evolve while empowering insurgent brands to lead the way in redefining both performance and sustainability.

• Longevity as a Key Driver

Longevity is emerging as a critical focus in women’s health. With advancements in healthcare, women are living longer than ever before, but with that comes the need to manage extended life stages, including menopause, aging-related conditions, and chronic health concerns. The next decade will see a greater emphasis on proactive care—solutions that support women in maintaining their physical, emotional, and mental well-being as they age. From advancements in preventive care and personalized medicine to innovations that target age-related issues like osteoporosis or cognitive health, longevity will drive a more holistic, forward-looking approach to women’s healthcare. This focus will empower women to live healthier, more fulfilling lives well into their later years.

The future of women’s health is brighter, more personalized, and more inclusive than ever before. Women will demand—and receive—healthcare solutions that align with their values, support their unique journeys, and reflect a commitment to sustainability and longevity. This future will be shaped by deeper investment in research, innovation, and empathy, ensuring that women’s voices are central to every aspect of health and wellness design. By embracing these drivers, the next decade has the potential to revolutionize how women experience care and take ownership of their health.