This startup is tackling women’s bladder leakage with grace (and a subscription business)

No one likes to talk about urinary incontinence, but the loss of bladder control is something that impacts millions of people around the globe. Women are especially prone to developing related issues because of pregnancies, childbirth, and menopause, all of which can affect the urinary tract and the muscles that support it. According to a 2018 University of Michigan poll of 1,000 women ages 50 to 80, nearly half said that they sometimes leak urine. Meanwhile, an estimated 20% to 30% of younger women experience leakage at least once per year.

Unsurprisingly, the market for disposable incontinence products is sizable.