TENA
TENA is the global No. 1 adult incontinence brand (a brand of Essity) that develops and sells absorbent pads, underwear, briefs, and skincare products across ~150 countries, serving women, men, family caregivers, and healthcare professionals via DTC e-commerce, retail, and clinical channels.
- Company typePrivate
- Founded1960
- HeadquartersNorristown, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What TENA does
TENA is the global No. 1 adult incontinence brand, established in 1960 and operating as a brand of Essity — a publicly listed Swedish hygiene and health company (Nasdaq Stockholm) headquartered in Stockholm with U.S. marketing operations in Philadelphia. The company develops, manufactures, and sells a full range of absorbent products (pads, underwear, briefs), skincare co-products, and accessories for individuals with urinary and fecal incontinence, family caregivers, and healthcare professionals, distributed across approximately 150 countries through its DTC e-commerce storefront (shop.tena.us), retail, and specialty healthcare channels.
Product technology centers on proprietary absorbent and skin-health innovations including ConfioAir® 100% Breathable Technology, DuoLock® dual-core wicking, InstaDri Skin-Caring System® for moisture management, CurvDefence™ curved leg elastics, EzFasten® fastening system, and the 5-in-1 SkinComfort™ Formula (Aloe + Vitamin E) for Sensitive Care™ Pads. Dermatology accreditation is provided by the Skin Health Alliance for TENA ProSkin products.
TENA monetizes through direct unit-level e-commerce sales and traditional retail/wholesale of consumer packaged hygiene products; specific pricing is not publicly disclosed. Go-to-market combines DTC digital experience (web, email, Instagram, Facebook), content marketing through support/advice blogs, healthcare professional outreach via tenaprofessionals.us, and performance marketing partnerships to expand into new markets (e.g., India). Customer segments are split across four pillars: Women, Men, Family Caregivers, and Healthcare Professionals, supported by caregiver advice resources, sustainability content (TENA Protects Program), and consumer/professional helplines (1-866-ASK-TENA and 1-866-722-6659).
TENA firmographics
Firmographics- Name
- TENA
- Legal name
- Essity Hygiene and Health AB
- Website
- https://tena.us
- Company type
- Private
- Founded year
- 1960
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- TENA is the global No. 1 adult incontinence brand (a brand of Essity) that develops and sells absorbent pads, underwear, briefs, and skincare products across ~150 countries, serving women, men, family caregivers, and healthcare professionals via DTC e-commerce, retail, and clinical channels.
- Ownership category
- akta.pro rank
TENA industry classification
Industry- Product category
- Adult Incontinence Products
- NAICS
- Toilet Preparation Manufacturing (325620), All Other Health and Personal Care Retailers (456199), Other Health and Personal Care Retailers (45619)
- SIC
- Wholesale-Medical, Dental & Hospital Equipment & Supplies (5047)
- akta.pro primary industry
- Adult Incontinence Products (CRADALAF)
- akta.pro secondary industries
- Incontinence & Urological Supplies (Catheters, Briefs, Ostomy Supplies) (HSABAKAH), Incontinence Products (Adult & Baby Diapers/Training Pants) (IMAMAGAE), Incontinence & Bladder Leak Products (Feminine) (CRABAIAM), Toileting & Incontinence Care (HSABABAC)
Keywords
Where TENA is headquartered
LocationHeadquarters
- HQ city
- Norristown
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
TENA business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure
Revenue model
- Incontinence Care Products: TENA generates revenue through the sale of adult incontinence care products including pads, underwear, briefs, skincare products, and accessories. Products are sold directly to consumers via e-commerce and through retail channels.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Consumer e-commerce pricing for incontinence care products |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
TENA product offering
Product offeringCore offering
TENA manufactures and sells a full range of adult incontinence care products — including absorbent pads, protective underwear, briefs, and skincare items — under its own brand. Sales occur directly to consumers via shop.tena.us and through retail and specialty-store channels in roughly 150 countries, with a separately positioned professional line for healthcare settings.
Differentiator
Problem solved
Functional benefit
Products and services
- TENA Sensitive Care™ Pads Upgraded line of TENA Sensitive Care™ incontinence pads featuring a 5-in-1 SkinComfort™ Formula with Aloe and Vitamin E, positioned for sensitive skin, claimed up to 100% irritation-free with improved overnight options and leak protection. Aimed at women with bladder leakage.
- TENA Complete +Care Briefs Incontinence briefs incorporating DuoLock® Core Technology (dual-core with smaller reservoir core that wicks and locks in moisture), CurvDefence™ curved design with curved leg elastics for body-close fit, EzFasten® Fastening System for comfortable and secure application, and InstaDri Skin-Caring System® for moisture wicking. Designed for users needing higher-absorbency brief-style protection.
- TENA Protective Underwear (with ConfioAir® technology) Pull-on protective underwear for adults with urinary or fecal incontinence, featuring ConfioAir® 100% Breathable Technology that allows air flow through both sides and the core to help maintain the skin's natural moisture balance. Designed for day-and-night use.
- TENA Incontinence Pads Disposable absorbent pads for women and men managing bladder leakage, sold in multi-packs (e.g., 48-packs and 24-packs) through shop.tena.us and retail partners. Pads are part of TENA's broader incontinence care assortment for daily and overnight use.
- TENA Men Guards and Underwear Male-specific incontinence products, including male guards and protective underwear for men with bladder leakage. Designed for male anatomy and discretion.
- TENA Skincare Products Skin-cleansing and skincare products that complement TENA absorbent products, including formulations such as the SkinComfort™ 5-in-1 Formula with Aloe and Vitamin E, used in Sensitive Care™ products to enhance skin protection.
Companies that use TENA
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles4 records
TENA technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
TENA partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Illustrake Digital Marketing Services Pvt. Ltd.minorIllustrake was appointed as the digital marketing partner for TENA India. The partnership focuses on performance marketing, customer acquisition, conversion optimization, and digital growth strategies targeting the Indian market. The mandate strengthens Illustrake's reputation as a digital growth partner while supporting TENA's expansion and awareness-building efforts in India.
Scale indicators5 records
Recent moves3 records
Expansion highlights4 records
TENA competitors and assessment
Company assessmentDirect peers
- Seni (TZMO SA): Seni by TZMO is a direct competitor to TENA in adult incontinence, with notable strength across Central and Eastern Europe where it offers analogous briefs, underwear, and pads to consumers and institutional buyers.
- Always Discreet (Procter & Gamble): Procter & Gamble's Always Discreet is a direct adult incontinence brand competitor to TENA, with similar pad, underwear, and brief offerings sold through identical mass-market retail and e-commerce channels; P&G competes especially aggressively in North America.
- Depend (Kimberly-Clark): Kimberly-Clark's Depend (and sister brand Poise) is one of TENA's largest direct competitors in the North American adult incontinence category, offering comparable briefs, underwear, and pads with deep retail penetration and significant marketing budgets.
- Prevail (First Quality): First Quality's Prevail is a direct competitor to TENA in adult incontinence briefs and protective underwear, with particular strength in the U.S. retail and institutional channels where it competes head-to-head against TENA's ProSkin lines.
- Attends (Attends Healthcare / Domtar): Attends is a direct peer-brand in adult incontinence, offering a similar product portfolio (briefs, underwear, pads) with established presence in North American retail and healthcare-facility channels, competing with TENA on both B2C and B2B shelves.
- Abena (Abena A/S): Abena is a Danish incontinence products manufacturer and a direct peer to TENA, with overlapping product lines (pads, briefs, skincare), strong Northern European presence, and similar institutional and consumer channel strategies.
- Paul Hartmann AG: Hartmann's incontinence management division (incl. MoliCare) competes directly with TENA across European and global institutional and consumer markets with comparable absorbent product lines and healthcare professional offerings.
- Tranquility (Principle Business Enterprises): Tranquility is a direct peer to TENA in adult incontinence, focused on premium high-absorbency briefs and protective underwear, with overlapping specialty and e-commerce customer bases in North America.
Emerging players
- NorthShore Care Supply: NorthShore Care Supply is an emerging direct-to-consumer specialist in adult incontinence and oversized briefs, overlapping with TENA's e-commerce ambitions; it competes in a higher-absorbency premium niche rather than mainstream retail.
Broad incumbents
- Essity (parent): Essity is TENA's publicly-listed parent and a broad incumbent in hygiene (tissue, personal care, incontinence) globally, providing the corporate infrastructure, manufacturing, and R&D platform that supports TENA's brand operations.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks4 records
Key highlights7 records
Customer concentration
TENA social profiles
Digital presenceTENA financial estimates
Financial estimateRevenue estimate
Valuation estimate
TENA leadership team
Management profileNumber of profiles
TENA funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
TENA 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 TENA
What does TENA do?
TENA manufactures and sells a full range of adult incontinence care products — including absorbent pads, protective underwear, briefs, and skincare items — under its own brand. Sales occur directly to consumers via shop.tena.us and through retail and specialty-store channels in roughly 150 countries, with a separately positioned professional line for healthcare settings.
Is TENA a public or private company?
TENA is a private company. It is classified as corporate owned and is currently operating.
When was TENA founded?
TENA was founded in 1960. It employs 1 to 10 people.
Where is TENA based?
TENA is headquartered in Norristown, United States, in the North America region.
How does TENA make money?
One revenue line is on record: incontinence Care Products.
Who are TENA's main competitors?
Direct peers on record are Seni (TZMO SA), Always Discreet (Procter & Gamble), Depend (Kimberly-Clark), Prevail (First Quality), Attends (Attends Healthcare / Domtar), Abena (Abena A/S), Paul Hartmann AG and Tranquility (Principle Business Enterprises). NorthShore Care Supply is listed as an emerging player. Essity (parent) is listed as a broad incumbent.
Does TENA have an API?
No public API is recorded for TENA.
What industry is TENA in?
TENA's product category is Adult Incontinence Products. Its primary akta.pro industry code is CRADALAF, Adult Incontinence Products, with a secondary code of HSABAKAH, Incontinence & Urological Supplies (Catheters, Briefs, Ostomy Supplies). Its NAICS code is 325620 and its SIC code is 5047.