What Uresta does

Uresta, operated legally as Resilia Inc., is a Canadian women's health company that designs, manufactures, and sells an FDA-cleared, self-managed bladder support pessary for the treatment of stress urinary incontinence (SUI). The core product is a reusable vaginal pessary made from non-absorbent, hypoallergenic, medical-grade thermoplastic elastomer resin, manufactured in an ISO 13485-certified facility in Ontario, Canada. The device is offered in five sizes (2 through 6), with a Starter Kit (three sizes for self-fitting, priced at $179) sold directly to consumers and replacement sizes ($129) purchased annually. Accessories including a plant-based Natural Cleaning Gel ($20) and a Water-Based Lubricant ($22) extend per-customer revenue. The product is FSA/HSA eligible in the U.S. and covered by most major Canadian insurers, and is the first self-managed pessary available over-the-counter in North America.

The company employs a product-led, community-centric go-to-market model. Sales occur exclusively direct-to-consumer through uresta.com, with prospective buyers guided by an online assessment quiz that lowers the entry barrier. Customer acquisition is driven by the UrestaInsider private Facebook group (9,000+ members), which functions as a peer-support and word-of-mouth engine, complemented by healthcare provider endorsements from pelvic floor physiotherapists and OB-GYNs, content marketing, organic social media, and earned media coverage (Forbes, USA Today, Cleveland Clinic, Mayo Clinic Health System). The company was founded in 2000 by urogynecologist Dr. Scott A. Farrell (now Chief Medical Officer) and is currently led by CEO Lauren Barker. Headquartered in Moncton, New Brunswick, with a 1–10 person team, Uresta reported $5 million in revenue in its first year after U.S. expansion in 2024, serves 50,000+ customers across the U.S. and Canada, and raised $3 million in March 2025 from the Business Development Bank of Canada and the New Brunswick Innovation Foundation.

The business model is anchored on high gross margin hardware sales with an annual repurchase cycle (one-year device lifespan) layered with accessory attach. Strategic positioning emphasizes clinical validation (20+ years of research, inclusion in the Society of Obstetricians and Gynaecologists of Canada clinical practice guidelines) and consumer-friendly economics ($179/year vs. $500–900+ for disposable alternatives), positioning Uresta in the women's health consumer medical-device category alongside Poise Impressa and traditional physician-fitted pessaries.

Name

Uresta

Legal name

Resilia Inc.

Website

https://uresta.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

1–10 employees

Short description

Uresta is a Canadian women's health company that designs and sells an FDA-cleared, self-managed, reusable bladder support pessary for stress urinary incontinence, marketed direct-to-consumer across the U.S. and Canada.

Ownership category

akta.pro rank

Product category

Women's Health Medical Devices

NAICS

Toilet Preparation Manufacturing (325620)

SIC

Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842)

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

• Bladder support devices
• Women's health products
• Urinary incontinence solutions
• Reusable medical devices
• Pelvic floor care

Headquarters

HQ city

Moncton

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Bladder Support Devices: Primary revenue stream from one-time purchase of the Uresta Starter Kit ($179) or individual replacement sizes ($129). The reusable device lasts up to one year, creating an annual replacement cycle for returning customers. Replacement sizes are purchased annually by satisfied customers.
2. Accessories (Cleaning Gel, Lubricant): Sale of complementary accessories including the Natural Cleaning Gel ($20) and Water-Based Lubricant ($22). These products support daily use and maintenance of the Uresta device, creating additional revenue per customer.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Uresta is a reusable, FDA-cleared, self-managed vaginal pessary made from non-absorbent, hypoallergenic medical-grade thermoplastic elastomer resin, designed to help women manage stress urinary incontinence (SUI) without a prescription or physician fitting. The company sells a Starter Kit containing three sizes (3, 4, 5) that fit approximately 90% of women, plus annual replacement sizes and supporting accessories (Natural Cleaning Gel, Water-Based Lubricant) directly to consumers via its e-commerce website.

Product overview

Uresta is a women's health company offering a single core product line centered on an FDA-cleared, reusable bladder support pessary for stress urinary incontinence (SUI). The flagship Starter Kit provides three sizes (3, 4, 5) for self-fitting without a prescription. Supporting accessories include Replacement Sizes for annual turnover and size adjustments, a Natural Cleaning Gel for device hygiene, and a Water-Based Lubricant for comfortable insertion. The portfolio is entirely physical/medical-device focused with no software, app, or digital components.

Differentiator

Problem solved

Functional benefit

Products and services

• Uresta Bladder Support Starter Kit FDA-cleared reusable bladder support pessary for stress urinary incontinence (SUI) that women self-fit and manage without a prescription. Includes three sizes (3, 4, 5) fitting approximately 90% of women, plus a travel pouch.
• Uresta Replacement Sizes

Quantifiable outcome

• 97% of women saw reduction in bladder leaks when using Uresta (vs. 0% with pads)
• +3 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Poise (Impressa) by Kimberly-Clark: Kimberly-Clark's Poise brand sells Impressa, a competing disposable bladder support product for stress urinary incontinence. It is the most direct comparable to Uresta: same customer, same use case, but a single-use disposable form factor and a major CPG marketing machine behind it.

Emerging players

• Elvie: Elvie is a women's health technology company best known for its pelvic floor trainer and connected breast pump. It targets similar end users (women's intimate health and postpartum recovery) with hardware-led, consumer-DTC products and competes for pelvic floor clinical mindshare.
• Joylux: Joylux sells vFit and related devices for women's intimate wellness, including pelvic floor strengthening. It targets the same self-care-oriented women via DTC channels and overlaps with Uresta's pelvic floor and incontinence narrative.
• The Honey Pot Company: The Honey Pot is a DTC women's health and feminine care brand sold through mass retail and its own site. It shares Uresta's model of building a trusted women's health brand via community, education, and DTC, though it focuses on menstruation and cleansing rather than incontinence.
• Cora: Cora is a women's health DTC brand best known for organic menstrual products, with a growing portfolio of menopause and intimate care items. It shares Uresta's mission-driven, community-led DTC approach in women's health, though it does not currently address incontinence.
• Rael: Rael is a women's wellness DTC brand selling menstrual care, skincare, and supplements. It mirrors Uresta's digital-first, community-driven, and design-conscious approach to women's health, though it does not address SUI.

Broad incumbents

• Coloplast: Coloplast is a global medical device leader with a large continence care product portfolio including pessaries, catheters, and absorbent products. It is the broad incumbent Uresta could eventually compete with in the clinician-prescribed pessary category and beyond.
• Hollister Incorporated: Hollister manufactures and distributes continence care and ostomy products globally, including pessaries and related devices. As a large medical device incumbent, it serves the same clinical SUI and pelvic floor markets through healthcare channels.
• Convatec: Convatec is a global medical products company with continence and ostomy care lines, including devices used in urology and pelvic health. It represents the type of diversified incumbent Uresta could either partner with or compete against as it scales.
• Always Discreet (Procter & Gamble): Procter & Gamble's Always Discreet is a major CPG brand of incontinence pads, liners, and underwear. It competes with Uresta for the same woman's bladder leak budget and benefits from massive retail distribution and brand awareness.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@uresta
• Facebookfacebook.com/Uresta
• Instagraminstagram.com/myuresta
• Pinterestpinterest.ca/myuresta
• Xx.com/stoptheleaks

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors2 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 Uresta