Seni
Seni is the US brand vehicle of Polish conglomerate TZMO, marketing disposable absorbent incontinence products (pads, briefs, pull-on underwear, underpads) and a complementary Seni Care skin care line to women, men, caregivers, and geriatric-care professionals through a network of online retailers, pharmacies, and DME/HME stores.
- Company typePrivate
- Founded2007
- HeadquartersAtlanta, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Seni does
Seni is a medical products brand specializing in disposable absorbent incontinence items and a complementary skin care line, owned by Polish conglomerate TZMO (Toruńskie Zakłady Materiałów Opatrunkowych S.A.) and operated in the United States through TZMO USA, Inc., headquartered in Atlanta, Georgia. The portfolio spans bladder control pads for women (Seni Lady, in absorbency tiers from Light to Ultimate and lengths to 16.5 inches), male guards (Seni Man Fit, Seni Man Active, Seni Man Active Light), shaped day/night pads, briefs across five absorbency levels (Classic, Classic Plus, Super, Super Plus, Super Quatro), pull-on underwear (Seni Active), booster pads, reusable supporting pants, underpads, and the Seni Care skin care line including cleansing wipes, cleansing body cream, moisturizing lotion, body care cream, and personal care gloves.
The products are built on proprietary absorbent and fabric technology: the EDS (Extra Dry System) distributing layer for efficient wetness distribution, gender-specific anatomical shapes, hydrophobic standing side gathers that resist side leakage, superabsorbent cores that lock moisture and odor and inhibit bacterial growth, vapor-permeable back sheets, latex-free construction, and double wetness indicators. These features are engineered to reduce mechanical skin damage, support healthy skin for both mobile and immobile users, and address the full incontinence severity spectrum from light leakage to severe fecal incontinence.
The business model is consumer-product hardware sales, distributed through a multi-channel network of 14+ authorized online retail partners (Amazon, Carewell, HPFY, LL Medico, VitalityMedical, National Incontinence, IronMed, Clara Care, MedicaleShop, Special Needs Group, BettyMills, AEC Corner, Wholesale Point, and MiBladder), supplemented by physical pharmacies, DME/HME stores, and a direct freemium sample program gated by an incontinence assessment survey. Customer segments span individual women and men with incontinence, family and professional caregivers, geriatric care professionals, and individuals with mobility limitations; pricing is not publicly disclosed, and no enterprise contracting model is referenced.
Seni firmographics
Firmographics- Name
- Seni
- Legal name
- Toruńskie Zakłady Materiałów Opatrunkowych S.A.
- Website
- https://seni-usa.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Seni is the US brand vehicle of Polish conglomerate TZMO, marketing disposable absorbent incontinence products (pads, briefs, pull-on underwear, underpads) and a complementary Seni Care skin care line to women, men, caregivers, and geriatric-care professionals through a network of online retailers, pharmacies, and DME/HME stores.
- Ownership category
- akta.pro rank
Seni industry classification
Industry- Product category
- Incontinence Products
- NAICS
- Sanitary Paper Product Manufacturing (322291), Toilet Preparation Manufacturing (325620)
- 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 industries
- Adult Incontinence Products (CRADALAF), Medical & Hygiene Disposables (Underpads, Disposable Washcloths, Bed Bath Products) (CRADALAK), Incontinence Products (Adult & Baby Diapers/Training Pants) (IMAMAGAE)
Keywords
Where Seni is headquartered
LocationHeadquarters
- HQ city
- Atlanta
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Seni business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Incontinence Absorbent Products: Sale of disposable absorbent products including bladder control pads, guards, briefs, pull-on underwear, shaped pads, booster pads, and underpads for urinary and fecal incontinence management.
- Skin Care Products: Sale of Seni Care branded skin care products including cleansing wipes, body cream, moisturizing lotion, and personal care gloves for sensitive skin care of incontinence patients.
- Supporting Pants and Accessories: Reusable and washable supporting pants used to secure anatomically shaped pads, along with other accessories.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free sample program for new customers |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
Seni product offering
Product offeringCore offering
Seni manufactures and distributes a full range of disposable absorbent incontinence products — including gender-specific bladder control pads (Seni Lady), male guards (Seni Man), shaped pads, briefs at multiple absorbency tiers (Classic through Super Quatro), pull-on underwear (Seni Active), booster pads, reusable supporting pants, and underpads — together with the Seni Care line of skin cleansing wipes, body creams, moisturizing lotion, body care cream, and disposable personal care gloves for sensitive skin of incontinence users. Products are sold primarily to individual consumers and caregivers across the United States through authorized retail partners, pharmacies, DME stores, and a direct free-sample program.
Product overview
Seni is a comprehensive incontinence and skin care product portfolio manufactured by TZMO (Toruńskie Zakłady Materiałów Opatrunkowych S.A.). The product line consists of three main categories: (1) Incontinence products including bladder control pads for women (Seni Lady line with absorbency levels from Light to Ultimate, in Regular and Long sizes), male guards (Seni Man Active and Seni Man Fit), shaped pads for day/night use, briefs at multiple absorbency levels (Classic, Classic Plus, Super, Super Plus, Super Quatro), pull-on underwear (Seni Active line), booster pads, supporting pants, and underpads; (2) Seni Care skin care products including cleansing wipes, cleansing body cream, moisturizing body lotion, body care cream, and personal care gloves designed for sensitive skin in three-step skin care principle; and (3) Free sample service for product evaluation. The products target both mobile and immobile users across all incontinence levels from light to severe, with separate product lines designed specifically for men and women. The company operates through authorized dealer networks and online partners including Amazon, Carewell, and medical supply retailers.
Differentiator
Problem solved
Functional benefit
Brands
- Seni Lady: Bladder control pads designed specifically for women with light and moderate incontinence.
- Seni Man
- Seni Active
- Seni Care
Products and services
- Seni Lady Bladder Control Pads Anatomically shaped bladder control pads for women with light to moderate urinary incontinence, in Moderate Regular, Moderate Long, Maximum Long, Ultimate Regular, and Ultimate Long variants (lengths 11 to 16.5 inches). Each pad uses the EDS non-woven layer, hydrophobic side gathers, a wide adhesive strip, and is individually wrapped for discretion. Intended for active adult women who need discrete daytime or overnight bladder control protection.
- Seni Man Bladder Control Guards Boat-shaped or triangular guards designed for male anatomy, providing secure, leak-resistant bladder control for men with light to moderate incontinence during daily activity.
- Seni Shaped Pads (Day and Night) Anatomically shaped incontinence pads available in Day (25 in) and Night (27 in) absorbency levels, with a double absorbent core, superabsorbent moisture locking, and a double wetness indicator — for both mobile and immobile users with moderate to heavy or fecal incontinence.
- Seni Classic, Super, and Super Quatro Briefs Tab-style adult briefs in five absorbency tiers (Classic, Classic Plus, Super, Super Plus, Super Quatro) with double absorbent cores, superabsorbent moisture locking, wetness indicators, elastic leg cuffs and combi-tapes, and elastic back/front panels — for moderate to severe/overnight incontinence in active and immobile users.
- Seni Active Pull-On Underwear Disposable pull-on underwear in Classic Plus, Super, and Super Plus absorbencies, worn like normal underwear and removed via tear-away side seams — for active users managing moderate to heavy incontinence or in bladder training.
- Seni Booster Pads Anatomically shaped inserts designed to be placed inside another absorbent product to extend use and manage bowel incontinence, allowing soiled inserts to be removed without changing the primary product.
- Seni Supporting Pants Reusable, washable elastic pants (97% Polyester, 3% Elastane) in sizes M–4XL, designed to hold Seni shaped pads securely in place during use.
- Seni Soft Underpads 23x35-inch hygienic underpads in Classic Dry, Super, and Super Dry absorbencies — featuring a cellulose-pulp and superabsorbent-microbead core, soft non-woven surface, and impermeable anti-slip film outer layer (Super variant includes side wings) — for bed and furniture protection during incontinence care.
- Seni Care Sensitive Skin Care Line Specialist skin care line for sensitive skin in incontinence users, following a three-step regimen (cleanse, moisturize, protect): Personal Cleansing Wipes (Premium and Premium Plus), no-rinse Cleansing Body Cream, Moisturizing Body Lotion, protective Body Care Cream, and disposable Personal Care Gloves.
Quantifiable outcome
- Up to 4x higher absorbency compared to ordinary period pads
- +2 more outcomes
Companies that use Seni
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles4 records
Seni technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
Seni partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered major, core and minor.
- AmazonmajorMajor e-commerce platform partner for online product sales. Seni maintains an Amazon store presence for direct-to-consumer sales of incontinence products.
- CarewellcoreSpecialty retailer focused on caregiver and incontinence products, providing curated product selection for consumers seeking incontinence supplies.
- HPFY (Health Products For You)coreMedical supply retailer offering Seni products to consumers and caregivers seeking incontinence management solutions.
- LL MedicocoreMedical equipment supplier providing Seni products to healthcare facilities and individual consumers.
- VitalityMedicalcoreOnline medical supply retailer offering Seni incontinence products to consumers.
- National IncontinencecoreSpecialty retailer focused specifically on incontinence products, offering Seni brand as part of their curated selection.
- IronMedcoreMedical supply company offering Seni products through their e-commerce platform.
- Clara CarecoreHealthcare e-commerce platform offering Seni incontinence products.
- MedicaleShopminorOnline medical supply retailer offering Seni products.
- Special Needs GroupminorSpecialty supplier serving individuals with special needs, offering Seni incontinence products.
- BettyMillsminorMedical supply distributor offering Seni products to healthcare facilities and consumers.
- AEC CornerminorHealthcare equipment retailer offering Seni products.
- Wholesale PointminorWholesale supplier of medical products including Seni incontinence supplies.
- MiBladderminorSpecialty e-commerce retailer focused on bladder health and incontinence products, offering Seni brand.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
Seni competitors and assessment
Company assessmentBroad incumbents
- Depend (Kimberly-Clark): Depend is the US market-leading brand of disposable incontinence underwear and guards, owned by Kimberly-Clark. It directly competes with Seni across briefs, underwear, and pads, but at substantially greater scale and broader retail distribution.
- Always Discreet (Procter & Gamble): Always Discreet is P&G's brand in the adult incontinence category, with pads, underwear, and liners marketed through P&G's mass retail and online channels. It competes directly with Seni Lady and Seni Active but benefits from P&G's parent-scale marketing investment.
- Medline Industries: Medline is a large US medical supply manufacturer and distributor with an incontinence product line (FitRight, Restore) sold heavily to hospitals and long-term care facilities. It competes with Seni for institutional volume and overlaps on the DME/HME channel.
Direct peers
- TENA (Essity): TENA is Essity's global flagship incontinence brand offering pads, briefs, underwear, and skin care for both consumers and institutional care settings. Like Seni, it emphasizes skin health and superabsorbent technology, and is one of the most direct head-to-head competitors worldwide.
- Prevail (First Quality): First Quality manufactures Prevail-brand incontinence briefs, pads, underwear, and underpads with comparable superabsorbent and skin-protection claims. It is one of the most direct product-and-channel competitors to Seni in the US, including overlap with DME/HME distribution.
- Attends (Attends Healthcare / Domtar): Attends is a US-focused incontinence brand offering briefs, underwear, pads, and underpads with strong institutional (long-term care) presence. It overlaps with Seni's product range and competes for the same caregiver and facility buyers.
- Tranquility (Principle Business Enterprises): Principle Business Enterprises makes Tranquility premium incontinence products, including high-absorbency briefs and underpads targeting heavy incontinence. It is a directly comparable specialty competitor to Seni's higher-tier briefs and overnight products.
Emerging players
- NorthShore Care Supply: NorthShore is a US DTC-focused incontinence brand and retailer emphasizing premium absorbency and discretion, with a comparable channel footprint (specialty online retail, Amazon, caregiver communities) to Seni's authorized partner network.
Others
- McKesson: McKesson is a major US pharmaceutical and medical product distributor carrying incontinence brands including its own store brands. It is comparable as a distribution counterpart to many of Seni's authorized resellers and a critical channel for institutional incontinence supply.
- Cardinal Health: Cardinal Health is a major US medical distributor with durable medical equipment and incontinence product lines. It is comparable as a distribution and institutional supply counterpart that competes for the same healthcare facility purchasing relationships Seni targets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Seni social profiles
Digital presenceSeni financial estimates
Financial estimateRevenue estimate
Valuation estimate
Seni leadership team
Management profileNumber of profiles
Profiles1 record
Seni funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Seni 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 Seni
What does Seni do?
Seni manufactures and distributes a full range of disposable absorbent incontinence products — including gender-specific bladder control pads (Seni Lady), male guards (Seni Man), shaped pads, briefs at multiple absorbency tiers (Classic through Super Quatro), pull-on underwear (Seni Active), booster pads, reusable supporting pants, and underpads — together with the Seni Care line of skin cleansing wipes, body creams, moisturizing lotion, body care cream, and disposable personal care gloves for sensitive skin of incontinence users. Products are sold primarily to individual consumers and caregivers across the United States through authorized retail partners, pharmacies, DME stores, and a direct free-sample program.
Is Seni a public or private company?
Seni is a private company. It is classified as corporate owned and is currently operating.
When was Seni founded?
Seni was founded in 2007. It employs 11 to 50 people.
Where is Seni based?
Seni is headquartered in Atlanta, United States, in the North America region.
How does Seni make money?
Three revenue lines are on record. Incontinence Absorbent Products are the primary driver. The others are skin Care Products and supporting Pants and Accessories.
Who are Seni's main competitors?
Broad incumbents on record are Depend (Kimberly-Clark), Always Discreet (Procter & Gamble) and Medline Industries. Direct peers are TENA (Essity), Prevail (First Quality), Attends (Attends Healthcare / Domtar) and Tranquility (Principle Business Enterprises). NorthShore Care Supply is listed as an emerging player. Others are McKesson and Cardinal Health.
Does Seni have an API?
No public API is recorded for Seni.
What industry is Seni in?
Seni's product category is Incontinence Products. Its primary akta.pro industry code is HLAHALAH, Continence Care Products (Adult Incontinence Pads/Briefs, Underpads, External Collectors), with a secondary code of CRADALAF, Adult Incontinence Products. Its NAICS code is 322291 and its SIC code is 2844.