Seni

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.

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

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

• Incontinence products
• Bladder control pads
• Adult briefs
• Skin care wipes
• Absorbent hygiene

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. 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.
2. 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.
3. Supporting Pants and Accessories: Reusable and washable supporting pants used to secure anatomically shaped pads, along with other accessories.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core 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

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

14 partnerships are on record, tiered major, core and minor.

• AmazonmajorChannel Partner/ Reseller/ DistributorMajor e-commerce platform partner for online product sales. Seni maintains an Amazon store presence for direct-to-consumer sales of incontinence products.
• CarewellcoreChannel Partner/ Reseller/ DistributorSpecialty retailer focused on caregiver and incontinence products, providing curated product selection for consumers seeking incontinence supplies.
• HPFY (Health Products For You)coreChannel Partner/ Reseller/ DistributorMedical supply retailer offering Seni products to consumers and caregivers seeking incontinence management solutions.
• LL MedicocoreChannel Partner/ Reseller/ DistributorMedical equipment supplier providing Seni products to healthcare facilities and individual consumers.
• VitalityMedicalcoreChannel Partner/ Reseller/ DistributorOnline medical supply retailer offering Seni incontinence products to consumers.
• National IncontinencecoreChannel Partner/ Reseller/ DistributorSpecialty retailer focused specifically on incontinence products, offering Seni brand as part of their curated selection.
• IronMedcoreChannel Partner/ Reseller/ DistributorMedical supply company offering Seni products through their e-commerce platform.
• Clara CarecoreChannel Partner/ Reseller/ DistributorHealthcare e-commerce platform offering Seni incontinence products.
• MedicaleShopminorChannel Partner/ Reseller/ DistributorOnline medical supply retailer offering Seni products.
• Special Needs GroupminorChannel Partner/ Reseller/ DistributorSpecialty supplier serving individuals with special needs, offering Seni incontinence products.
• BettyMillsminorChannel Partner/ Reseller/ DistributorMedical supply distributor offering Seni products to healthcare facilities and consumers.
• AEC CornerminorChannel Partner/ Reseller/ DistributorHealthcare equipment retailer offering Seni products.
• Wholesale PointminorChannel Partner/ Reseller/ DistributorWholesale supplier of medical products including Seni incontinence supplies.
• MiBladderminorChannel Partner/ Reseller/ DistributorSpecialty e-commerce retailer focused on bladder health and incontinence products, offering Seni brand.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad 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

• YouTubeyoutube.com/channel/UCtvAycAFWS9UIBZ7ZVcNnEQ
• Facebookfacebook.com/SeniCares
• LinkedInlinkedin.com/company/tzmo-usa-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Seni