What Attn: Grace does

Attn: Grace is a female-founded, Certified B Corp that designs and sells skin-safe, plant-based incontinence care products targeted at the 19 million-plus U.S. women experiencing bladder leaks. Founded in 2019–2020 by Mia Abbruzzese and Alexandra Fennell, the company was inspired by the founders' observation of skin irritation caused by conventional incontinence products. Its core portfolio is a six-product absorbent range spanning panty liners (50ml) through Ultimate pads (760ml / 3.1 cups), built on proprietary CLN Design moisture-wicking technology, a sugarcane-based Green PE top sheet, polypropylene absorption cores, and a Skin-Safe™ formulation free from chlorine, fragrances, dyes, added PFAS, phthalates, and over 1,600 EU-banned ingredients. Manufacturing runs in 100% Carbon Neutral Certified facilities holding ISO 9001, ISO 13485, ISO 14001, IFS, and FSC certifications, with Dermatest-approved biocompatibility testing.

The company operates a hybrid direct-to-consumer and retail distribution model. Direct revenue is generated through attngrace.com via one-time purchases, a subscription auto-ship program (10% discount, 4–12 week cadence, free shipping over $40), and a custom bundle program offering 15% off when four or more products are combined. Physical retail distribution includes nearly 1,600 Walmart stores (the anchor channel), Target, Amazon, Meijer, HEB, Woodman's, Market Street, and Refresh2Go, plus phone ordering. Beyond the core absorbent range, Attn: Grace sells an eight-SKU personal care adjacency — body oil, hypochlorous acid body spray, zinc-oxide barrier cream, organic flushable wipes, deodorant, and disposal bags — to capture more of the per-user skincare spend and raise customer lifetime value. Pricing is mid-premium (e.g., $12.60–$16.20 subscription, $14–$18 one-time for pads), with FSA/HSA eligibility and a 60-day money-back guarantee. The company has raised approximately $5.8 million across multiple seed and pre-seed/seed-extension rounds from investors including For Later, Tusk Venture Partners, Precursor Ventures, Kapor Capital, Flybridge, Joyance Partners, Social Starts, Backbone Angels, Commonwealth Asset Management, Ingeborg Investments, and Portfolia.

Name

Attn: Grace

Legal name

Attn: Grace

Website

https://attngrace.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Women's Incontinence Care

NAICS

Health and Personal Care Retailers (456), Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Continence Care Products (Adult Incontinence Pads/Briefs, Underpads, External Collectors) (HLAHALAH)

akta.pro secondary industry

Skincare Sets, Kits & Travel Sizes (CRABAAAL)

Keywords

• Women's incontinence care
• Skin-safe incontinence pads
• Plant-based feminine hygiene
• Bladder leak protection
• Sustainable personal care products

Headquarters

HQ city

Cambridge

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Direct E-commerce Sales: One-time and subscription product sales through attngrace.com. Customers can purchase individual products or bundles with 10-15% subscription discounts.
2. Product Sales (One-Time): One-time product purchases available for all product categories including pads, liners, personal care items, and accessories.
3. Subscription Auto-Ship: Recurring subscription model with 10% discount on all orders, flexible frequency options (4-12 week cycles), skip/pause/cancel anytime, free shipping on orders $40+.
4. Custom Bundle Subscriptions: Bundle subscriptions offering 15% discount when combining 4+ products with recurring delivery.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels7 records

Core offering

Attn: Grace designs and sells a tiered line of plant-based, Skin-Safe incontinence pads and liners (from light liners to Ultimate pads with 760ml absorbency), plus a complementary personal care line (Body Oil, Body Calm Spray, Barrier Cream, Flushable Wipes, Deodorant, and disposable storage bags). Products are sold directly through attngrace.com via one-time purchases and auto-ship subscriptions, and through major retail partners including Walmart, Target, Amazon, Meijer, and HEB.

Product overview

Attn: Grace is a female-founded, Certified B Corp incontinence care company offering a unified product ecosystem centered on skin-safe, plant-based incontinence protection. The core portfolio consists of six absorbent pad and liner products (Ultimate, Heavy Plus, Heavy, Moderate, Hybrid, and Liners) progressing from highest to lightest absorbency, complemented by eight personal care products (Body Oil, Body Calm Spray, Barrier Cream, Wipes, Deodorant, Disposable Bags, and Drawstring Bags). The company sells directly via its e-commerce platform with subscription and bundle options, and through major retail partners including Walmart, Meijer, Target, H-E-B, and Amazon. All products are made in 100% Carbon Neutral Certified facilities using FSC-certified materials and are free from over 1,600 EU-banned ingredients.

Differentiator

Problem solved

Functional benefit

Products and services

• Ultimate Pads for Bladder Leaks Highest-absorbency incontinence pad in the line, holding up to 760ml (3.1 cups), measuring 400mm long and 5mm thin, for maximum day or night bladder leak protection.
• Heavy Plus Pads for Bladder Leaks High-capacity incontinence pad with 540ml (2.2 cups) absorbency, 370mm length and 5.5mm profile, for extra coverage and higher absorbency.
• Heavy Pads for Bladder Leaks Reliable incontinence pad for heavy leaks with 435ml (1.8 cups) absorbency, 340mm length and 5mm thin profile for discreet protection.
• Moderate Pads for Bladder Leaks Lightweight incontinence pad for light-to-moderate leaks with 245ml (1 cup) absorbency, 265mm length and 5mm profile, suitable for postpartum spotting and slim daily protection.
• Light Hybrid Pads for Bladder Leaks and Period Flow Multi-functional 2-in-1 pad combining bladder leak protection and period care with 135ml absorbency, 230mm length and 2.8mm ultra-thin profile.
• Incontinence Panty Liners Lightest protection liner for daily freshness and light leaks, holding up to 50ml with 190mm length and 2.5mm ultra-thin profile.
• Daily Renew Body Oil All-natural plant-based body oil (3.4 oz) formulated with jojoba, sea buckthorn, rosehip seed oil, and squalane to nourish and hydrate aging or sensitive skin.
• Body Calm Spray Antimicrobial skin cleanser spray (4 fl oz / 118ml) with hypochlorous acid for gentle daily cleansing of intimate areas to help remove bacteria, odor, and reduce UTI risk.
• Skin-Safe Barrier Cream Petrolatum-free barrier cream (2 oz / 57g) with zinc oxide, calendula, shea butter, and coconut oil to protect intimate skin during daily pad wear.
• Organic Flushable Wipes Flushable wipes (60 count) made with 99%+ purified water and organic cotton, infused with aloe vera and vitamin E for gentle cleansing of sensitive skin.
• Disposable Odor-Proof Bags Odor-proof disposal bags made from certified biopolymer materials, available in 50-bag and 150-bag packs with a tear-resistant 20-micron design.
• Signature Drawstring Bag Muslin cotton storage pouch (6.5" x 9") with drawcord closure for discreet storage of incontinence products and daily essentials.

Quantifiable outcome

• 56% of women avoiding social events due to bladder leaks - Attn: Grace products enable women to participate confidently
• +1 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• WalmartcoreChannel Partner/ Reseller/ DistributorAttn: Grace launched its products in nearly 1,600 Walmart stores, providing major retail distribution for the brand across the United States.
• MeijercoreChannel Partner/ Reseller/ DistributorRegional retail partner for Attn: Grace products, available in Meijer stores across the Midwest.
• HEBcoreChannel Partner/ Reseller/ DistributorTexas-based regional grocery chain retailing Attn: Grace products.
• TargetcoreChannel Partner/ Reseller/ DistributorNational retail chain carrying Attn: Grace incontinence products.
• AmazoncoreChannel Partner/ Reseller/ DistributorMarketplace distribution for Attn: Grace products, including availability for Alaska, Hawaii, and Puerto Rico customers.
• Refresh2GominorChannel Partner/ Reseller/ DistributorRetail partner specializing in personal care products.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• The Honey Pot: Plant-based feminine care brand (washes, wipes, pads) founded by a Black woman with strong values-driven positioning and major retail presence at Target. Highly comparable in mission-driven brand identity, retail expansion, and body-safe product positioning.
• Cora: Values-driven, organic period care brand with a similar B Corp-adjacent positioning and female-founded narrative. Competes for the same eco-conscious, body-safe consumer wallet share and has expanded into bladder care adjacent categories.
• Rael: Clean, hormone-friendly period care brand with subscription model and retail distribution in Target and other major chains. Closely comparable in DTC + retail hybrid strategy, subscription mechanics, and target demographic.
• Thinx: Period underwear brand with strong direct-to-consumer, female-founded positioning. Competes for the same modern, design-conscious consumer entering Attn: Grace's age range and exploring reusable and body-safe alternatives to traditional pads.

Direct peers

• Depend: Kimberly-Clark's flagship incontinence brand with adult underwear and pads. Targets the same women's incontinence use case as Attn: Grace, particularly older consumers, and competes for the same retail shelf space.
• Poise: Kimberly-Clark-owned brand and category leader for bladder leak pads and liners. Poise competes directly with Attn: Grace on absorbency tiers, retail shelf placement, and price, and is the incumbent benchmark Attn: Grace must displace.
• Prevail: First Quality's incontinence brand selling pads, liners, and underwear through retail and institutional channels. Competes on absorbency tiers and retail placement, including in-store at Walmart and Target.
• Tranquility: Principle Business Enterprises' specialty incontinence brand offering premium absorbency pads, briefs, and liners. Competes in the higher-absorbency end of the incontinence market where Attn: Grace's Ultimate and Heavy Plus pads play.

Broad incumbents

• TENA: Essity-owned global incontinence care brand with pads, liners, and protective underwear. A direct competitor in retail and institutional channels with broader geographic reach and deeper category expertise.
• Always Discreet: Procter & Gamble's incontinence brand offering pads, liners, and underwear. Competes head-to-head with Attn: Grace on shelf at Walmart, Target, and Amazon with substantially larger marketing and R&D budgets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/attngrace
• Instagraminstagram.com/attngrace
• Pinterestpinterest.com/attngrace
• TikToktiktok.com/@attngrace
• Xx.com/AttnGrace

Compliance9 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds9 records

Investors15 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Attn: Grace