NorthShore Care Supply

What NorthShore Care Supply does

NorthShore Care Supply (legal entity Samela, Inc.) is a privately held, founder-owned direct-to-consumer and B2B retailer specializing in high-absorbency incontinence products for adults with heavy bladder leakage (HBL) and bowel incontinence. Founded in 2002 by Adam J. Greenberg after personal experience with inadequate incontinence care for his father and grandmother, the company is headquartered in Green Oaks, Illinois, and operates a vertically integrated e-commerce platform serving over 2.5 million lifetime customers across the US, Canada, and US territories/military. The product portfolio centers on proprietary tab-style briefs (MegaMax, MegaMax Air, MegaMax AirLock, Supreme, AirSupreme) and pull-on underwear (GoSupreme), supplemented by liners, booster pads, underpads, wipes, and waterproof covers — all built around the company's trademarked MVP (Multi-Void Protection) technology that the company claims delivers up to 12-hour protection and 2.7L absorbency versus ~0.5L for standard briefs.

The company's technology and product differentiation rest on its proprietary absorbent-core engineering, including a quilted topsheet, distribution layer, super-absorbent core, and last-defense extra protection layer, plus clinical validation work (initiated in 2022) across 20+ senior care facilities to substantiate labor-cost reduction versus the industry-standard two-hour change protocol. Revenue is generated through unit and case-quantity DTC e-commerce sales, an Auto-Ship and Save subscription program offering 5% recurring savings, a dedicated B2B portal (Pro.NorthShoreCare.com) with bulk ordering for senior living facilities, and a customer referral program. Go-to-market is product-led growth anchored by a free sample program (up to 6 samples), quiz-based sample matching, bilingual English/Spanish support 7 days/week, and same-day shipping — supported by Google Ads, Criteo remarketing, Facebook Advertising, and partnerships with the National Association For Continence (NAFC), Aging Life Care Association (ALCA), and other advocacy organizations.

Name

NorthShore Care Supply

Legal name

Samela, Inc.

Website

https://northshorecare.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

NorthShore Care Supply is a privately held US e-commerce and B2B retailer of high-absorbency adult incontinence products (tab-style briefs, pull-on underwear, pads, and underpads) serving individuals with heavy bladder leakage, family caregivers, and senior care facilities across the US, Canada, and US territories.

Ownership category

akta.pro rank

Product category

Adult Incontinence Supplies

SIC

Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842)

akta.pro primary industry

Continence Care Products (Adult Incontinence Pads/Briefs, Underpads, External Collectors) (HLAHALAH)

akta.pro secondary industries

Adult Incontinence Products (CRADALAF), Incontinence & Urological Supplies (Catheters, Briefs, Ostomy Supplies) (HSABAKAH)

Keywords

• Adult incontinence supplies
• Heavy bladder leakage products
• High-absorbency adult diapers
• Protective incontinence underwear
• Incontinence care supplies

Headquarters

HQ city

Buffalo Grove

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Direct E-commerce Sales: Primary revenue stream through northshorecare.com. Customers purchase individual products or bundles. Discounts available for case (bulk) purchases vs pack quantities.
2. Auto-Ship Subscription: Recurring subscription program offering automatic deliveries with 5% savings on regular orders. Customers set delivery frequency and save without minimum order requirements.
3. B2B/Professional Sales: Business-to-business channel through pro.northshorecare.com targeting senior living facilities, care homes, and healthcare providers with bulk purchasing options and dedicated account management.
4. Referral Program: Customer referral rewards program where existing customers can earn rewards by referring friends and family. Rewards subject to minimum purchase requirements.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

NorthShore Care Supply is a direct-to-consumer and B2B online retailer specializing in high-absorbency adult incontinence products, including tab-style briefs, pull-on underwear, bladder pads and liners, booster pads, underpads, and cleansing wipes. The company differentiates on maximum-absorbency products designed for heavy bladder leakage and bowel incontinence, anchored by proprietary MVP (Multi-Void Protection) absorbent technology and the flagship MegaMax tab-style brief line. Sales occur primarily through NorthShoreCare.com (with Auto-Ship subscription and free sample program) and Pro.NorthShoreCare.com (B2B portal for senior care facilities).

Product overview

NorthShore Care Supply is a direct-to-consumer and B2B incontinence product company offering a comprehensive portfolio of high-absorbency adult diapers, pull-on underwear, and complementary incontinence care products. The core product lines center on the MegaMax family of tab-style briefs (including MegaMax, MegaMax Air, MegaMax AirLock, MegaMax AirLock Lite, and MegaMax Lite Made in USA variants) and GoSupreme pull-on underwear (Lite and standard versions), supplemented by Supreme and AirSupreme tab-style lines. The product ecosystem includes DynaDry bladder pads and liners, EternaDry booster pads, MagicSorb disposable and washable underpads, Supreme quilted cleansing wipes, waterproof Trifecta covers, and DiscreetShield disposal bags. The company also serves specialty segments through Kiddo and Forsite printed diaper sub-brands, and an ABDL merchandise line featuring apparel and collectibles. Products are positioned for heavy bladder leakage (HBL) with MVP (Multi-Void Protection) technology and claim up to 3x the absorbency of leading store brands. Both consumer (NorthShoreCare.com) and professional B2B (Pro.NorthShoreCare.com) channels are served.

Differentiator

Problem solved

Functional benefit

Brands

• MegaMax: Premium maximum absorbency tab-style adult diaper briefs with up to 12-hour protection for heavy bladder leakage.
• GoSupreme
• Supreme
• DynaDry
• EternaDry
• MagicSorb
• MVP
• NorthShore Professional

Products and services

• NorthShore MegaMax Tab-Style Adult Incontinence Briefs Flagship tab-style diaper briefs delivering up to 12-hour leak protection for heavy bladder leakage (HBL) and bowel leakage, with the proprietary MegaMax ultra-absorbent core and MVP Multi-Void Protection. Designed for adults with heavy bladder leakage who need overnight or extended-day protection.
• NorthShore MegaMax Air Tab-Style Briefs Breathable cloth-like tab-style briefs with hook-and-loop (Velcro) tabs, providing up to 9 hours of comfortable protection for heavy bladder leaks with an extra-wide, extra-long absorbent core.
• NorthShore MegaMax AirLock Tab-Style Briefs Breathable tab-style briefs with heavy-duty adhesive tape tabs and a plastic landing zone, delivering up to 9-hour protection for heavy bladder leaks with MVP Multi-Void Protection.
• NorthShore MegaMax AirLock Lite Tab-Style Briefs Slim, lightweight, breathable daytime heavy-protection briefs offering up to 6-hour absorbency for heavy bladder leaks.
• NorthShore MegaMax Lite Made in USA Tab-Style Briefs Made in the USA tab-style briefs with a smooth plastic exterior and MVP Multi-Void Protection, providing up to 6 hours of daytime leak-free protection for bladder or bowel leaks.
• NorthShore Supreme Tab-Style Briefs Premium tab-style diaper briefs offering maximum heavy bladder leakage (HBL) protection with high absorbency for bladder and bowel leakage.
• NorthShore AirSupreme Tab-Style Briefs Tab-style briefs designed for overnight protection with breathable materials, supporting heavy bladder and bowel leakage management.
• NorthShore GoSupreme Pull-On Underwear Premium pull-on adult protective underwear offering up to 8-hour overnight protection for heavy bladder leaks, with soft cloth-like outer backsheet and super-absorbent core.
• NorthShore GoSupreme Lite Pull-On Underwear Lightweight, breathable pull-on underwear with 28 oz. absorbency for up to 6 hours of daytime heavy bladder leak protection, featuring dual elastic leak guards and heavy-duty leg and waist elastics. Available in Medium to 2X-Large.
• NorthShore DynaDry Supreme Liners Highly absorbent incontinence liners worn in regular underwear for bladder or bowel incontinence, offering absorbency equivalent to lighter adult diapers, with side leak guards and adhesive backing. Absorbency of 17-32 oz depending on size.
• NorthShore DynaDry Ultimate Bladder Control Pads High-absorbency bladder control pads designed specifically for women managing urinary incontinence, worn inside regular underwear.
• NorthShore DoubleStop Male Guards Male guards designed specifically for men with light incontinence, providing targeted protection inside regular underwear.
• NorthShore EternaDry Booster Pads Booster pads and diaper doublers that add absorbency to disposable undergarments, featuring adhesive backing for stacking multiple boosters within a single brief.
• NorthShore MagicSorb Air Breathable Disposable Underpads Waterproof yet breathable disposable bed protectors with a quick-wicking top layer, offering up to 3x more absorbency than traditional chux underpads. Available in Large (50 oz.), X-Large (60 oz.), and 2XL (96 oz.).
• NorthShore MagicSorb Super-Absorbent Disposable Underpads Super-absorbent disposable underpads for beds and surfaces, with waterproof backing and heavy-duty construction.
• NorthShore Champion XD Super-Absorbent Washable Underpads Reusable washable underpads with a super-absorbent core designed for repeated use, supporting sustainability goals in home and facility care.
• NorthShore Supreme Quilted Cleansing Wipes Extra-large (9x13 in.) adult cleansing wipes with 50% stretch capacity, quilted material, premoistened with Aloe and Calendula for sensitive skin, hypoallergenic, unscented, and alcohol-free.
• NorthShore Trifecta Waterproof Covers Waterproof washable diaper covers that provide an additional protection layer over incontinence products, helping contain leaks and protect clothing or bedding.
• NorthShore DiscreetShield Disposal Bags Scented adult diaper disposal bags for discreet and hygienic product disposal.
• Kiddo Cloth-Like Printed Adult Diapers Soft, cloth-like printed adult diapers with maximum absorbency for urinary and urinary+bowel leaks, featuring playful patterns and fitting waists 28-58 inches, targeted at the ABDL (Adult Baby/Diaper Lover) community and self-expression buyers.
• Forsite Mary Jane Plastic-Backed Printed Adult Diapers Plastic-backed printed adult diapers with plant-inspired designs for self-expression, fitting waists 32-50 inches.
• NorthShore Auto-Ship and Save Subscription Recurring subscription service that automatically delivers NorthShore incontinence products at customer-selected frequencies with a 5% discount versus one-time purchases and no minimum order requirement.
• NorthShore Free Sample Program Product sample program that allows customers to request up to 6 free samples, with a quiz-based matching tool that pairs customers with the appropriate absorbency and product style before purchase.

Quantifiable outcome

• 3 changes per day vs 10 for store brands - 70% reduction
• +4 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature3 records

Partnerships

Five partnerships are on record, tiered minor and core.

• National Diaper Bank Network (NDBN)minorOthersNorthShore is a proud supporter of the National Diaper Bank Network, which addresses diaper need in America. Partnership supports community outreach and social impact initiatives.
• Baby2BabyminorOthersNorthShore supports Baby2Baby, a nonprofit providing diapers and essentials to children and families in poverty. Partnership aligns with company's community giving programs.
• Aging Life Care AssociationcoreOthersNorthShore is an ALCA Corporate Partner, supporting the professional organization for aging life care professionals. Provides resources and product support for care managers.
• National Association For Continence (NAFC)coreOthersPartnership with NAFC, a nonprofit organization serving as leading resource for continence education and advocacy. Supports organization's mission to improve quality of life for those affected by incontinence.
• Better Care Playbook (BAHP)minorOthersPartnership with Better Care Playbook, a resource hub for healthcare professionals. Supports knowledge sharing and best practices in incontinence care.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Tranquility (Principle Business Enterprises): Manufacturer specializing in high-absorbency incontinence products (briefs, underpads, liners) for institutional and consumer channels. Directly comparable heavy-absorbency product portfolio.
• Wellness Briefs: DTC retailer of premium adult incontinence products positioned for heavy incontinence and overnight use. Competes head-to-head with NorthShore in the maximum-absorbency niche.
• Because Market: DTC subscription brand specializing in premium overnight adult incontinence briefs. Closest direct competitor to NorthShore in the heavy-leakage, online-first, sample-driven GTM model.
• Abena: Global manufacturer of incontinence products with a strong premium-tier offering across briefs, pull-ons, and pads. Comparable focus on skin-health and high-absorbency performance.
• Parentgiving: Online retailer of incontinence and home-care supplies for seniors and caregivers. Directly comparable DTC model targeting family caregivers managing heavy incontinence at home.

Broad incumbents

• Tena (Essity): Global category leader in incontinence care under Essity; broad portfolio across light to heavy absorbency with deep institutional relationships. Larger incumbent with overlapping capabilities but less DTC focus.
• Depend (Kimberly-Clark): Mass-market adult incontinence brand owned by Kimberly-Clark with national advertising and broad retail distribution. Overlaps with NorthShore's category but focuses on light-to-moderate segments.
• Always Discreet (Procter & Gamble): P&G's adult incontinence brand leveraging the Always franchise, with heavy mass-market advertising and shelf presence. Adjacent incumbent competing for the same end consumer.
• Medline: Large medical supplies manufacturer and distributor with a substantial continence care portfolio sold through institutional channels. Comparable institutional customer base and broader product breadth.

Emerging players

• Carewell: DTC retailer of home health supplies including incontinence, ostomy, and wound care. Emerging multi-category player with overlapping customer base and similar e-commerce-first go-to-market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/NorthShoreCare
• YouTubeyoutube.com/NorthShoreCareSupply
• Facebookfacebook.com/northshorecaresupply
• LinkedInlinkedin.com/company/northshore-care-supply
• Instagraminstagram.com/northshoreadultdiapers
• TikToktiktok.com/@northshorecare?lang=en

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 NorthShore Care Supply