Jude
Jude is a London-based consumer health company that develops and sells science-backed bladder health supplements (CoreCTRL, SleepTHRU, PelviTONE) and absorbency products targeting women aged 40 and older experiencing incontinence and pelvic floor weakness, sold via subscription DTC and through Boots, Holland & Barrett, and Amazon.
- Company typePrivate
- Founded2020
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Jude does
Jude (legal entity: The Wise Collective Limited) is a London-based consumer health company founded in 2020 that develops and sells science-backed bladder health products targeting women aged 40 and older experiencing incontinence, leaks, urgency, and pelvic floor weakness. Its product portfolio comprises three dietary supplements — CoreCTRL (daytime bladder support with pumpkin seed and soy germ extracts), SleepTHRU (night-time bladder and sleep support with L-theanine, lavender, and magnesium), and PelviTONE (pelvic floor strength with hydrolyzed marine collagen and creatine) — alongside a range of absorbency products including a proprietary three-layer gusset leak-proof underwear that absorbs 40ml of urine in 1-3 seconds, plus bamboo-based pads and liners. Products are formulated around proprietary inputs such as a 20:1 pumpkin seed extract sourced from Styria, Austria, with 78x higher L-Arginine content than standard seeds, and are backed by the company's own 21,000-women UK bladder health study funded by Innovate UK plus 3,000+ published research studies.
The company operates a direct-to-consumer subscription model through wearejude.com with 28, 84, or 168-day delivery cycles, supplement pricing around £55-£60 per 4-week cycle, and a 90-day money-back guarantee. Pricing incorporates up to 36% subscription discounts on 12-week plans and a referral program offering £10 off first orders. In the UK, products are distributed through Boots (the country's largest pharmacy chain) and Holland & Barrett, while US distribution runs through Amazon with stated plans for additional retail and DTC channels. Marketing is community-led, anchored on a 25,000+ member private Facebook group ("Jude and Friends") established before any product sales, supported by editorial coverage (BBC Dragons' Den, The Times, Vogue, Marie Claire) and organic social channels (Instagram, TikTok).
Jude has raised approximately £6 million across a March 2022 seed round (~$2.6M led by Samos Investments), a September 2023 £503,504 Innovate UK grant, and a September 2023 seed round of $4.24M led by Eka Ventures and Joyance Partners with participation from Crista Galli Ventures and Samos Investments. The company employs 11-50 staff, operates as a founder-led private limited company under Peony Li, and reports 150,000+ customers to date. Its geographic footprint is currently UK and US, with international delivery not yet available despite stated ambitions for global expansion targeting the 2.3 billion-person global bladder health population.
Jude firmographics
Firmographics- Name
- Jude
- Legal name
- The Wise Collective Limited
- Website
- https://wearejude.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Jude is a London-based consumer health company that develops and sells science-backed bladder health supplements (CoreCTRL, SleepTHRU, PelviTONE) and absorbency products targeting women aged 40 and older experiencing incontinence and pelvic floor weakness, sold via subscription DTC and through Boots, Holland & Barrett, and Amazon.
- Ownership category
- akta.pro rank
Jude industry classification
Industry- Product category
- Bladder Health Supplements and Incontinence Products
- NAICS
- Food (Health) Supplement Retailers (456191)
- SIC
- Women's, Misses', Children's & Infants' Undergarments (2340), Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Incontinence & Bladder Leak Products (Feminine) (CRABAIAM)
- akta.pro secondary industry
- Continence Care Products (Adult Incontinence Pads/Briefs, Underpads, External Collectors) (HLAHALAH)
Keywords
Where Jude is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Jude business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Marketing or Sales, Supply Chain, Personnel, Technology or R&D, Operations
Revenue model
- Supplement Subscriptions: Monthly subscription model for bladder health, night bladder, and pelvic floor supplements. Subscribers save up to 36% with 12-week plans. Free delivery on subscription orders. Recurring revenue from 28, 84, or 168-day delivery cycles.
- Leak-Proof Underwear Sales: One-time purchase and subscription options for leak-proof pants at £25/pair. Buy 3 for price of 2 promotion. Machine washable for 60+ uses.
- Incontinence Products: Bamboo everyday pads and all-day liners sold as one-time purchases or subscription. Pads from £18.04/month for 96 pads, liners from £13.77/month for 120 liners.
- US Market Expansion: Products available on Amazon for US customers, targeting 75 million Americans affected by bladder issues. Plans for retail and direct-to-consumer expansion.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Bladder Health Supplement (CoreCTRL) - UK's #1 |
| Subscription | Monthly | Night Bladder Supplement (SleepTHRU) |
| Subscription | Monthly | Pelvic Floor Supplement (PelviTONE) |
| Subscription | Monthly | Leak-Proof Underwear |
| Subscription | Monthly | Bamboo Everyday Pads |
| Subscription | Monthly | Bamboo All-Day Liners |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels9 records
Jude product offering
Product offeringCore offering
Jude sells science-backed bladder health supplements (CoreCTRL for daytime bladder support, SleepTHRU for nighttime bladder support, and PelviTONE for pelvic floor strength) alongside physical incontinence products including leak-proof underwear with proprietary three-layer gusset technology, bamboo everyday pads, and bamboo all-day liners. The products are primarily targeted at women 40+ experiencing bladder weakness, frequent urination, leaks, and pelvic floor issues, with offerings available through a subscription model on its DTC website, UK retail (Boots, Holland & Barrett), and US Amazon marketplace.
Product overview
Jude is a bladder health brand offering a comprehensive portfolio of supplements and incontinence products. The core supplement lineup includes CoreCTRL™ for daytime bladder support, SleepTHRU™ for nighttime bladder health, and PelviTONE™ for pelvic floor strength. These supplements work synergistically — CoreCTRL and SleepTHRU address bladder comfort and signaling while PelviTONE supports the muscular and connective tissue foundation. Complementing the supplements are absorbency products including Leak-Proof Underwear (with a 3-layer gusset), Bamboo Everyday Pads, and Bamboo All-Day Liners — all designed to manage light to medium leaks discreetly and sustainably. The company also provides a Facebook community (Jude & Friends), expert-led educational content, and a product quiz to guide customers to the right formula. Jude positions itself as the UK's bestselling bladder health supplement brand, appearing in Boots stores and on Amazon for US customers.
Differentiator
Problem solved
Functional benefit
Brands
- CoreCTRL: Bladder health supplement designed for everyday bladder support, helping users hold for longer and soothing the bladder lining.
- SleepTHRU
- PelviTONE
Products and services
- CoreCTRL™ Bladder Health Supplement
Quantifiable outcome
- 82% of women feel a difference within 12 weeks of using CoreCTRL supplement
- +9 more outcomes
Companies that use Jude
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles2 records
Jude technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Jude partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- The Well HQcoreThe Well HQ partnered with Jude (pelvic floor and bladder health specialist) to release a series of educational videos on pelvic floor training. Jude also launched PelviTONE daily supplement designed to support pelvic floor strength, endurance, and resilience. Research cited indicates functional movement patterns can be up to 56% more effective than traditional Kegel exercises.
- Dr. Yousif ShamsaldeenminorSenior Lecturer in Pharmacology at Liverpool John Moores University leading Jude's Ex Vivo Research studying the interaction of key ingredients in CoreCTRL with bladder tissues in a laboratory environment (2025).
- Dr. Ashish PradhanminorConsultant Subspecialist Urogynaecologist at Addenbrookes Hospital, Cambridge University Hospital NHS Trust leading ongoing real-world evidence research observing how lifestyle changes and targeted nutrition support women's bladder health.
- BootscoreProducts available in Boots stores across the UK. Boots is the UK's largest pharmacy and health retailer, providing wide physical retail distribution.
- Holland & BarrettminorProducts available in Holland & Barrett health food stores across the UK, complementing the pharmacy retail channel.
Scale indicators12 records
Recent moves6 records
Expansion highlights6 records
Jude competitors and assessment
Company assessmentBroad incumbents
- Tena: Tena (Essity) is the global market leader in incontinence products, offering pads, underwear, and skincare for bladder leakage across 90+ countries. Directly comparable to Jude's absorbency product line (pads, liners, leak-proof underwear) and represents the incumbent Jude must differentiate against in the continence category.
- Always Discreet: Always Discreet (P&G) is a leading feminine incontinence brand offering pads, liners, and underwear under the trusted Always franchise. Closely comparable to Jude's feminine-focused incontinence pads and liners, and serves the same 40+ female consumer segment.
- Depend: Depend (Kimberly-Clark) is one of the largest adult incontinence brands in North America, offering protective underwear, liners, and pads. Comparable to Jude's absorbency products and represents a major incumbent in the US market Jude is expanding into.
Direct peers
- Thinx: Thinx pioneered the leak-proof underwear category for periods and light bladder leaks, with a direct-to-consumer model and women's empowerment branding. Directly comparable to Jude's leak-proof underwear product and shares a similar DTC, community-led, women-focused positioning.
- Modibodi: Modibodi is a direct-to-consumer leak-proof underwear brand with a multi-product range covering periods, bladder leaks, and postpartum use. Comparable to Jude on the absorbency undergarment line and DTC subscription model.
- Poise: Poise (Kimberly-Clark) specializes in feminine incontinence pads and liners for light bladder leakage, directly serving the same 40+ female consumer as Jude's pads, liners, and underwear range.
- AZO: AZO (i-Health) is a US-leading OTC bladder health supplement brand with AZO Bladder Control and similar products. Directly comparable to Jude's CoreCTRL supplement and is the most established US competitor in bladder health supplements.
Emerging players
- Elvie: Elvie is a femtech brand focused on women's pelvic floor health (Elvie Trainer device, Elvie Pump). Comparable to Jude through the shared pelvic floor wellness category and DTC premium positioning, though Elvie is hardware-led vs. Jude's supplements-led model.
- Perifit: Perifit offers connected pelvic floor trainers and accompanying mobile app for women's pelvic health. Comparable to Jude through the shared pelvic floor wellness category and DTC digital health positioning.
- Knix: Knix is a DTC intimates brand offering leak-proof underwear alongside period and postpartum products. Comparable to Jude through overlapping leak-proof underwear products and a similar women-focused DTC + community-led model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Jude social profiles
Digital presenceJude financial estimates
Financial estimateRevenue estimate
Valuation estimate
Jude leadership team
Management profileNumber of profiles
Profiles4 records
Jude funding detail
Funding detailFunding overview
Funding rounds3 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Jude M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Jude
What does Jude do?
Jude sells science-backed bladder health supplements (CoreCTRL for daytime bladder support, SleepTHRU for nighttime bladder support, and PelviTONE for pelvic floor strength) alongside physical incontinence products including leak-proof underwear with proprietary three-layer gusset technology, bamboo everyday pads, and bamboo all-day liners. The products are primarily targeted at women 40+ experiencing bladder weakness, frequent urination, leaks, and pelvic floor issues, with offerings available through a subscription model on its DTC website, UK retail (Boots, Holland & Barrett), and US Amazon marketplace.
Is Jude a public or private company?
Jude is a private company. It is classified as venture growth investor backed and is currently operating.
When was Jude founded?
Jude was founded in 2020. It employs 11 to 50 people.
Where is Jude based?
Jude is headquartered in London, United Kingdom, in the Europe region.
How does Jude make money?
Four revenue lines are on record. Supplement Subscriptions are the primary driver. The others are leak-Proof Underwear Sales, incontinence Products and US Market Expansion.
Who are Jude's main competitors?
Broad incumbents on record are Tena, Always Discreet and Depend. Direct peers are Thinx, Modibodi, Poise and AZO. Emerging players are Elvie, Perifit and Knix.
Does Jude have an API?
No public API is recorded for Jude.
What industry is Jude in?
Jude's product category is Bladder Health Supplements and Incontinence Products. Its primary akta.pro industry code is CRABAIAM, Incontinence & Bladder Leak Products (Feminine), with a secondary code of HLAHALAH, Continence Care Products (Adult Incontinence Pads/Briefs, Underpads, External Collectors). Its NAICS code is 456191 and its SIC code is 2340.