What Because Market does

Because Market is a digitally-native personal care company that designs, markets, and sells incontinence and adjacent personal-care products primarily to older adults in the United States. Founded in 2017 by Alexi Suvacioglu (CEO) and Luca Gualco (President), with Conor Shephard as a founding partner and Head of Marketing and Ops, the company is headquartered in Menlo Park/Palo Alto, California and operates with a lean 11–50 person team. The product line centers on gender-specific protective underwear and bladder control pads (Moderate, Maximum, and Overnight absorbencies), men's guards, tabbed briefs, booster pads, and bed protectors, supported by skincare items (cleansing wipes, barrier cream, no-rinse cleansing spray) and a growing set of adjacencies including urinary-health dietary supplements, rollator walkers, and extra-wide slippers. Core technical claims are proprietary OdorLock odor-neutralization, DryFeel moisture-wicking, and a dual absorption core the company says holds up to 6 cups of liquid and is up to 37% more absorbent than leading incumbents, with products made in the USA and dermatologist-tested/urologist-recommended.

Because runs a hybrid direct-to-consumer and omnichannel retail model. The DTC storefront on becausemarket.com (built on Shopify) acquires customers via a $9.99 trial offer (a $49-value starter kit) that converts into a Subscribe & Save subscription priced at approximately $48.67/month for two 20-packs, with pause/skip/cancel flexibility, 10% subscriber savings, free shipping over $75, and FSA/HSA eligibility. The company has expanded into national retail distribution across Walmart (April 2025), Target and Walgreens (April 2026), CVS, and the Amazon marketplace, positioning Because where approximately 80% of older adults shop. Cumulative customer traction is reported at over 1 million with 25,000+ verified five-star reviews.

The business is venture-backed with approximately $65 million disclosed across a $30 million Series A (February 2019, led by Index Ventures and Khosla Ventures) and a $35 million Series B (November 2021, led by 7GC with participation from Khosla Ventures and Index Ventures), alongside smaller rounds in 2020 and 2021. The company remains private, operating in a $6.8 billion U.S. incontinence category dominated by legacy brands, with Because positioned as a digitally-native challenger built on subscription economics, product performance claims, and category-specific empathy stemming from the founders' own family experience caring for elderly relatives.

Name

Because Market

Legal name

Because Market

Website

https://becausemarket.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Because Market is a US direct-to-consumer personal care brand that designs and sells incontinence protection, skincare, and urinary-health supplements primarily for older adults, distributed via its Shopify site, Walmart, Target, Walgreens, CVS, and Amazon.

Ownership category

akta.pro rank

Product category

Adult Incontinence Products

NAICS

Other Health and Personal Care Retailers (45619)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Adult Incontinence Products (CRADALAF)

akta.pro secondary industries

Continence Care Products (Adult Incontinence Pads/Briefs, Underpads, External Collectors) (HLAHALAH), Incontinence & Urological Supplies (Catheters, Briefs, Ostomy Supplies) (HSABAKAH)

Keywords

• Adult incontinence products
• Bladder protection supplies
• Personal care products
• Disposable absorbent underwear
• Elderly care supplies

Headquarters

HQ city

Palo Alto

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Subscription (Subscribe & Save): Recurring subscription model where customers sign up for regular deliveries of incontinence products. Subscribers save 10% on every order and receive free shipping on orders over $75. The subscription can be paused, skipped, or cancelled anytime.
2. One-time Product Purchases: Direct e-commerce sales of individual incontinence products including underwear, pads, guards, boosters, skincare, and bed protectors. Available for single purchase at varying price points.
3. Retail Distribution: Products sold through major retail chains including Walmart, Target, Walgreens, CVS, and Amazon marketplace, expanding beyond direct-to-consumer to brick-and-mortar retail presence.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels4 records

Core offering

Because Market designs, brands, and sells disposable incontinence products (women's and men's underwear, pads, guards, tabbed briefs, booster pads, bed protectors) along with skincare (cleansing wipes, barrier cream, no-rinse spray), supplements (bladder control, UTI defense), and daily living aids (slippers, rollator walker). Offerings are sold direct-to-consumer via subscription and one-time purchase and through major U.S. retailers, targeted at older adults and their caregivers.

Product overview

Because Market is a digitally-native direct-to-consumer wellness brand offering a comprehensive portfolio of incontinence and personal care products targeting older adults. The core product line centers on bladder protection including Premium Overnight Plus Underwear, Premium Maximum Plus Underwear, and Sensitive Overnight Underwear for both women and men, available in multiple absorbency levels (Moderate, Maximum, Overnight). Supporting products include Booster Pads, Men's Guards, Maximum Tabbed Briefs, Disposable Bed Protectors, and Reusable Underpads. Personal care offerings encompass Barrier Skin Cream, No-Rinse Cleansing Spray, Extra Large Cleansing Wipes, and Disposal Bags. The company also offers Bladder Control Daily Supplement and UTI Defense Daily Supplement for urinary health support. Additional categories include Daily Living Aids such as Rollator Walkers and Extra-Wide Easy Closure Slippers. Products are available through subscription (Subscribe & Save with 10% discount), one-time purchase, and retail distribution at Walmart, Target, Walgreens, and CVS. The company emphasizes FSA/HSA eligibility, dermatologist-tested and urologist-recommended formulations, and products made in the USA. A $9.99 trial offer provides customers a risk-free entry point with a $49 value starter set.

Differentiator

Problem solved

Functional benefit

Products and services

• Premium Overnight Plus Underwear for Women Disposable high-absorbency overnight protective underwear designed for women with bladder leakage, featuring Triple Layer Protection with fast-acting gel absorption and odor lock technology.
• Premium Maximum Plus Underwear for Women Disposable maximum-absorbency protective underwear for women, providing daytime and overnight leakage protection with a Triple Layer Protection core.
• Sensitive Overnight Underwear for Women Disposable overnight underwear formulated for women with sensitive skin, providing overnight absorbency while prioritizing skin comfort and irritation avoidance.
• Premium Pads for Women (Maximum) Disposable maximum-absorbency pads for women managing moderate to heavy bladder leakage.
• Premium Pads for Women (Overnight) Disposable overnight-absorbency pads for women seeking nighttime leakage protection without full underwear.
• Premium Pads for Women (Moderate) Disposable moderate-absorbency pads for women with light to moderate bladder leakage.
• Bladder Leak Pads — Overnight Overnight disposable bladder leak pads providing nighttime absorbency in a low-profile pad form.
• Booster Pads Disposable booster pads designed to be placed inside other absorbent garments to increase overall absorbency capacity for users needing extra protection.
• Premium Overnight Plus Underwear for Men Disposable men's overnight protective underwear providing high absorbency with Triple Layer Protection and odor control for male bladder leakage.
• Premium Maximum Plus Underwear for Men Disposable men's maximum-absorbency protective underwear providing daytime and overnight leakage protection with a Triple Layer Protection core.
• Men's Guards Disposable male incontinence guards for men with light to moderate post-void dribble and bladder leakage.
• Maximum Tabbed Briefs Disposable heavy-absorbency tab-style briefs for users with significant incontinence, designed for use by caregivers in changing.
• Disposable Bed Protectors Disposable underpads used to protect mattresses and bedding from incontinence leakage during sleep.
• Reusable Underpad Heavy Absorbency Reusable heavy-absorbency underpads for repeated protection of mattresses and furniture from incontinence leakage.
• Barrier Skin Cream Hypoallergenic, dermatologist-tested barrier cream formulated to protect fragile skin from moisture, friction, and incontinence-associated dermatitis.
• No-Rinse Cleansing Spray No-rinse, pH-balanced cleansing spray used to clean skin after incontinence episodes without requiring water or rinsing.
• Extra Large Cleansing Wipes Extra-large disposable pH-balanced, hypoallergenic cleansing wipes for full-body cleansing during incontinence care and personal hygiene.
• Disposal Bags Odor-controlling disposal bags for the hygienic disposal of used incontinence products, pads, and wipes.
• Bladder Control Daily Supplement Daily dietary supplement designed to support bladder control and reduce urinary urgency in adults experiencing bladder leakage.
• UTI Defense Daily Supplement Daily dietary supplement formulated to support urinary tract health and help defend against urinary tract infections, complementary to incontinence care.
• Rollator Walker (Aluminum Folding) Folding aluminum rollator walker providing mobility support for older adults, sold by Because Market as part of its daily living aids assortment.
• Women's Extra-Wide Easy Closure Slippers Extra-wide easy-closure women's house slippers designed for swollen feet, limited dexterity, and comfort for older adults at home.
• Men's Extra-Wide Slip Resistant Slippers Extra-wide slip-resistant men's house slippers designed to provide stable, comfortable footwear for older adults at risk of falls at home.

Quantifiable outcome

• Up to 37% more absorbent than leading brands
• +5 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• WalgreenscoreChannel Partner/ Reseller/ Distributor · 15 April 2026Because expanded retail distribution to Walgreens stores nationwide, completing a four-retailer rollout. This makes Because one of the first DTC brands in the $6.8 billion incontinence category to achieve broad national retail distribution.
• TargetcoreChannel Partner/ Reseller/ Distributor · 15 April 2026Because expanded retail distribution to Target stores nationwide, completing the four-retailer national rollout alongside Walmart, CVS, and Walgreens.
• WalmartcoreChannel Partner/ Reseller/ Distributor · 21 April 2025Because expanded its reach by launching bladder protection products at Walmart stores nationwide, enhancing accessibility for millions of customers.
• CVScoreChannel Partner/ Reseller/ DistributorExisting retail partner where Because products are available, included in the four-retailer national distribution network.
• AmazonminorChannel Partner/ Reseller/ DistributorProducts available on Amazon marketplace for broader online distribution beyond the company's direct e-commerce platform.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Depend (Kimberly-Clark): Depend is the long-standing category leader in adult incontinence underwear and briefs, owned by Kimberly-Clark. It is the most direct competitor to Because Market, sharing the same core user base (older adults managing bladder leakage) and overlapping product line of disposable protective underwear and guards.
• TENA (Essity): TENA, owned by Swedish hygiene company Essity, is a globally dominant incontinence brand offering underwear, pads, and briefs. It competes head-to-head with Because Market in absorbency tiers and product formats, and is frequently cited in Because's comparative performance claims.
• Poise (Kimberly-Clark): Poise is Kimberly-Clark's dedicated brand for light-to-moderate bladder leak pads and liners targeted at women. It overlaps with Because Market's women's pads and underwear line and competes for the same primary buyer segment (women 50+ managing stress or urge incontinence).
• Always Discreet (Procter & Gamble): Always Discreet is P&G's incontinence line offering pads, underwear, and liners under the trusted Always franchise. It is a direct competitor across absorbency tiers and benefits from P&G's global scale, retail relationships, and marketing budget.
• NorthShore Care Supply: NorthShore is a DTC-focused incontinence brand known for premium, high-absorbency products. It is closely comparable to Because Market in its direct-to-consumer go-to-market, premium positioning, and emphasis on heavy to overnight absorbency for active adults.
• Prevail (First Quality): Prevail is First Quality's retail and institutional incontinence brand, offering briefs, protective underwear, pads, and underpads. It overlaps with Because Market's core adult incontinence product set and is widely available through both retail and healthcare channels.
• Attends (Domtar / Attends Healthcare): Attends is an established incontinence brand offering briefs, underwear, pads, and undergarments across retail and institutional channels. It is a direct competitor to Because Market on product format and channel (mass retail and drugstore), particularly in the moderate-to-overnight absorbency tier.
• Abena: Abena is a Danish incontinence and skincare brand offering adult briefs, pads, and skincare products. It serves the same end user as Because Market and competes on premium absorbency, skin safety, and European quality positioning across retail and institutional channels.
• Tranquility (Principle Business Enterprises): Tranquility by Principle Business Enterprises is a premium incontinence brand specializing in high-absorbency briefs, underwear, and underpads. It is comparable to Because Market in its focus on maximum absorbency and overnight protection for users with heavier incontinence needs.
• LivDry: LivDry is an incontinence brand offering protective underwear, briefs, and pads, with a focus on leak protection and comfort. It overlaps with Because Market's product lineup, target demographic, and omnichannel retail distribution strategy.

Market position

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds4 records

Investors14 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 Because Market