NorthShore
NorthShore Care Supply is a U.S. direct-to-consumer e-commerce retailer founded in 2002, specializing in high-absorbency adult incontinence products (briefs, pull-ons, pads) for individuals with heavy bladder and bowel leakage and their caregivers, serving over 2.5 million customers via proprietary MVP™ technology.
- Company typePrivate
- Founded2002
- HeadquartersLibertyville, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What NorthShore does
NorthShore Care Supply, founded in 2002 and headquartered in Green Oaks, Illinois, is a privately held U.S. direct-to-consumer e-commerce retailer specializing in high-absorbency adult incontinence products designed for heavy bladder leakage (HBL) and bowel incontinence. The company's product portfolio spans three protection formats — tab-style briefs (MegaMax Overnight, MegaMax AirLock, Supreme), pull-on underwear (GoSupreme Overnight, GoSupreme Lite), and pad/liner products (DynaDry Supreme Liners, DynaDry Bladder Pads for Women, DoubleStop Male Guards) — all built around its proprietary MVP™ Multi-Void Protection technology, which is engineered to handle multiple voids without performance degradation and deliver up to 12 hours of leak protection versus the 3-4 hours typical of mass-market store brands.
NorthShore distributes primarily through northshorecare.com (B2C), a dedicated B2B storefront at pro.northshorecare.com serving healthcare facilities and institutional buyers, an in-person pickup option at its Green Oaks headquarters, and an authorized reseller network, with international shipping available. Revenue is generated through one-time purchases and an Auto-Ship subscription program offering recurring deliveries with discounts. A free-sample program (up to 6 samples matched via a 30-second quiz) serves as the primary low-friction customer acquisition tool, supported by in-house U.S.-based 'Care Experts' providing phone and chat support seven days per week. The company states it is trusted by over 2.5 million customers and holds 20,000+ verified 5-star reviews with a 4.7/5 average rating, plus a BBB A+ accreditation.
The business is led by founder and CEO Adam J. Greenberg and appears to be founder-owned without disclosed institutional investors. Recent strategic moves include a 2026 U.S. manufacturing capacity expansion, scaling of sports sponsorship from a single Chicago Cubs partnership in 2023 to six professional baseball teams for the 2026 season, and a dedicated B2B/professionals channel targeting nursing homes and healthcare institutions. Marketing is community-led, emphasizing destigmatization of incontinence via the 'You're Our Heroes' contest (which received nearly 500 entries in late 2025) and educational content positioning NorthShore against the limitations of store-brand incontinence products.
NorthShore firmographics
Firmographics- Name
- NorthShore
- Legal name
- NorthShore Care Supply
- Website
- https://northshore.com
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- NorthShore Care Supply is a U.S. direct-to-consumer e-commerce retailer founded in 2002, specializing in high-absorbency adult incontinence products (briefs, pull-ons, pads) for individuals with heavy bladder and bowel leakage and their caregivers, serving over 2.5 million customers via proprietary MVP™ technology.
- Ownership category
- akta.pro rank
NorthShore industry classification
Industry- Product category
- Adult Incontinence Products
- NAICS
- Surgical Appliance and Supplies Manufacturing (339113)
- SIC
- Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842)
- akta.pro primary industry
- Incontinence & Urological Supplies (Catheters, Briefs, Ostomy Supplies) (HSABAKAH)
- akta.pro secondary industries
- Adult Incontinence Products (CRADALAF), Continence Care Products (Adult Incontinence Pads/Briefs, Underpads, External Collectors) (HLAHALAH), Incontinence Products (Adult & Baby Diapers/Training Pants) (IMAMAGAE)
Keywords
Where NorthShore is headquartered
LocationHeadquarters
- HQ city
- Libertyville
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
NorthShore business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Direct E-commerce Sales (B2C): Primary revenue stream through northshorecare.com where consumers purchase adult diapers, pull-ups, and incontinence products directly. Includes one-time purchases and subscription-based Auto-Ship program.
- B2B/Professional Sales: Sales to healthcare facilities, nursing homes, caregivers, and institutional buyers through dedicated pro.northshorecare.com platform and business sales team.
- Auto-Ship Subscription Program: Subscription model offering recurring deliveries with discount savings for loyal customers, generating predictable recurring revenue.
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
NorthShore product offering
Product offeringCore offering
NorthShore (NorthShore Care Supply) designs, manufactures, and sells high-absorbency adult incontinence products—tab-style briefs, pull-on underwear, and pads/liners—specifically engineered for heavy bladder leakage (HBL) and bowel leakage. Products are powered by the proprietary MVP Multi-Void Protection technology and sold direct-to-consumer via northshorecare.com, to B2B/professional buyers via pro.northshorecare.com, and through authorized resellers, with support from US-based HBL Care Experts.
Product overview
NorthShore offers a comprehensive portfolio of high-absorbency adult incontinence products specifically designed for Heavy Bladder Leakage (HBL) and bowel leakage. The product lineup consists of three main protection styles: Tab-Style Briefs (MegaMax Overnight, MegaMax AirLock, Supreme), Pull-Up Style Underwear (GoSupreme Overnight, GoSupreme Lite), and Pad/Liner Style products (DynaDry Supreme Liners, DynaDry Bladder Pads for Women, DoubleStop Male Guards). All products are powered by the company's proprietary MVP™ Multi-Void Protection technology, which enables extended wear time of up to 12 hours with fewer changes compared to standard store brands. The company positions itself as a specialist for severe incontinence needs, distinguishing from general-purpose store brands designed for light leaks.
Differentiator
Problem solved
Functional benefit
Products and services
- MegaMax Overnight Diaper Style Briefs Premium tab-style adult diaper designed for overnight heavy bladder leakage protection, featuring MVP Multi-Void Protection technology for full bladder releases and overnight flooding.
- MegaMax AirLock Diaper Style Briefs Tab-style brief with AirLock technology offering up to 9-hour capacity for all-day or overnight heavy bladder leakage protection.
- Supreme Diaper Style Briefs High-absorbency tab-style brief providing maximum protection for heavy bladder leakage.
- GoSupreme Overnight Pull-Up Underwear Premium pull-on style underwear with up to 8-hour leak protection for overnight use, designed for active individuals managing heavy bladder leakage.
- GoSupreme Lite Pull-Up Underwear Lightweight pull-on underwear for all-day heavy bladder leakage protection with premium absorbency.
- DynaDry Supreme Liners Maximum absorbency incontinence liners worn in regular underwear, designed for heavy bladder leakage.
- DoubleStop Male Guards Male-specific incontinence guards providing heavy leak protection, designed for moderate to heavy bladder leakage.
- DynaDry Bladder Pads for Women Maximum absorbency bladder pads designed specifically for women managing heavy urinary incontinence.
Quantifiable outcome
- Dry 3x longer than store brands
- +4 more outcomes
Companies that use NorthShore
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles2 records
NorthShore technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
NorthShore partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Chicago CubscoreChicago Cubs Radio partnership started in 2023, expanded for 2026 baseball season. NorthShore sponsors in-game radio broadcasts and makes donations to Northern Illinois Food Bank for every steal and triple recorded by the Cubs. This partnership is part of the company's destigmatization marketing campaign.
- Six Professional Baseball TeamscoreNational marketing campaign for 2026 baseball season sponsoring in-game radio broadcasts for six professional baseball teams. Teams are in major U.S. cities including Chicago, New York, Boston, Milwaukee, and Chattanooga.
- Northern Illinois Food BankminorNorthShore makes donations to the Northern Illinois Food Bank for every steal and triple recorded by the Chicago Cubs during the 2026 baseball season, as part of the corporate social responsibility initiative tied to the baseball sponsorship campaign.
- ALCA (Association of Language Companies of America)minorNorthShore Care Supply is a Corporate Partner of ALCA, indicating membership in the language services association for business communication purposes.
- Better Business BureauminorAccredited business with A+ rating from the Better Business Bureau, demonstrating commitment to ethical business practices and customer satisfaction.
- Authorized Resale PartnersminorNetwork of authorized resale partners authorized to sell NorthShore products, expanding distribution beyond direct e-commerce.
Scale indicators6 records
Recent moves7 records
Expansion highlights5 records
NorthShore competitors and assessment
Company assessmentBroad incumbents
- Always Discreet (P&G): Procter & Gamble's incontinence brand covering pads, underwear, and liners. Comparable mass-market competitor to NorthShore's pull-on and pad-style products with significant P&G marketing and shelf-scale advantages.
- Prevail (First Quality): First Quality's incontinence brand offering briefs, underwear, and pads with strong institutional following. Comparable product portfolio to NorthShore, but distributed primarily through retail and healthcare channels rather than DTC.
- Depend (Kimberly-Clark): Kimberly-Clark's flagship incontinence brand, the dominant mass-market store brand. Comparable as the primary incumbent NorthShore competes against for adult incontinence share, with vastly larger distribution and marketing budgets.
- TENA (Essity): Global flagship incontinence brand owned by Essity, sold across retail, pharmacy, and institutional channels. Comparable as a broad incontinence specialist, but operates at massive scale with mass-market positioning rather than NorthShore's DTC heavy-leakage niche.
- Attends (Attindas Hygiene Partners): Established North American incontinence brand with significant institutional and retail presence. Comparable across product range, particularly in briefs and underpads, with broader scale but less DTC specialization.
- Poise (Kimberly-Clark): Kimberly-Clark's feminine-focused incontinence brand (pads and liners). Overlaps with NorthShore's DynaDry Bladder Pads for Women on the moderate-to-heavy feminine side, with much broader retail distribution.
Direct peers
- Because Market: DTC subscription-based incontinence brand targeting older adults with curated monthly boxes and home delivery. Closest comparable business model to NorthShore: direct e-commerce, recurring shipments, and a focus on simplifying incontinence shopping for consumers/caregivers.
- Tranquility (Principle Business Enterprises): Premium incontinence brand specializing in heavy absorbency, serving both consumer and institutional markets. Most directly comparable product positioning to NorthShore's maximum-absorbency brief and pull-on lines.
- Wellness Briefs (Unique Wellness): Direct-to-consumer premium incontinence brand built around an extended-wear technology claim (3 changes/day), nearly mirroring NorthShore's MVP™ value proposition. Most direct head-to-head product-positioning competitor.
Emerging players
- Abena: European premium incontinence brand expanding in North America with a focus on heavy absorbency and skin health. Comparable in product philosophy and quality positioning, with growing U.S. distribution but smaller footprint than NorthShore domestically.
Market position
Strengths1 record
Weaknesses1 record
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
NorthShore social profiles
Digital presenceNorthShore financial estimates
Financial estimateRevenue estimate
Valuation estimate
NorthShore leadership team
Management profileNumber of profiles
Profiles1 record
NorthShore funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
NorthShore 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 NorthShore
What does NorthShore do?
NorthShore (NorthShore Care Supply) designs, manufactures, and sells high-absorbency adult incontinence products—tab-style briefs, pull-on underwear, and pads/liners—specifically engineered for heavy bladder leakage (HBL) and bowel leakage. Products are powered by the proprietary MVP Multi-Void Protection technology and sold direct-to-consumer via northshorecare.com, to B2B/professional buyers via pro.northshorecare.com, and through authorized resellers, with support from US-based HBL Care Experts.
Is NorthShore a public or private company?
NorthShore is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was NorthShore founded?
NorthShore was founded in 2002. It employs 11 to 50 people.
Where is NorthShore based?
NorthShore is headquartered in Libertyville, United States, in the North America region.
How does NorthShore make money?
Three revenue lines are on record. Direct E-commerce Sales (B2C) is the primary driver. The others are B2B/Professional Sales and auto-Ship Subscription Program.
Who are NorthShore's main competitors?
Broad incumbents on record are Always Discreet (P&G), Prevail (First Quality), Depend (Kimberly-Clark), TENA (Essity), Attends (Attindas Hygiene Partners) and Poise (Kimberly-Clark). Direct peers are Because Market, Tranquility (Principle Business Enterprises) and Wellness Briefs (Unique Wellness). Abena is listed as an emerging player.
Does NorthShore have an API?
No public API is recorded for NorthShore.
What industry is NorthShore in?
NorthShore's product category is Adult Incontinence Products. Its primary akta.pro industry code is HSABAKAH, Incontinence & Urological Supplies (Catheters, Briefs, Ostomy Supplies), with a secondary code of CRADALAF, Adult Incontinence Products. Its NAICS code is 339113 and its SIC code is 3842.