Always Discreet
Always Discreet is a Procter & Gamble-owned brand offering bladder leak protection products—liners, pads, and disposable underwear—for women in the USA and Canada, featuring RapidDry, OdorLock, and LeakGuard technologies across light to heavy incontinence segments.
- Company typePrivate
- Founded-
- HeadquartersGrand Rapids, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Always Discreet does
Always Discreet is a women's bladder leak protection brand owned and operated by Procter & Gamble (NYSE: PG), headquartered in Cincinnati, Ohio as part of P&G's broader consumer health and personal care portfolio. Founded in 2014, the brand serves consumers across the USA and Canada with a comprehensive product range spanning very-light liners, moderate-to-heavy pads, and disposable underwear for bladder leak protection. Sub-brand segmentation covers Classic, Boutique (shapewear-inspired premium line), Sensitive Skin (fragrance-free), Postpartum, and MaxiProtect (heavy incontinence, 20oz capacity).
The brand's product platform is built on three proprietary technologies: the RapidDry core for fast fluid absorption, OdorLock for neutralization, and LeakGuards for side protection. Product offerings range from very-light liners through to the Ultimate Extra Protect 7-Drop pad, addressing the full spectrum of light to severe incontinence. The brand also competes directly with Kimberly-Clark's Poise and Depend lines, positioning on superior absorbency (5X drier claim) and product breadth.
Always Discreet operates as a consumer packaged goods brand distributed through major mass-market retailers in the USA and Canada. Revenue mechanics follow standard CPG unit-sales economics with no direct-to-consumer channel of significance indicated. The brand is HSA/FSA eligible, expanding payment accessibility, and is integrated into P&G's Everyday Rewards loyalty program. No standalone revenue, funding history, or independent financials are disclosed, as the brand is consolidated within P&G's segment reporting and is not separately traded or financed.
Always Discreet firmographics
Firmographics- Name
- Always Discreet
- Legal name
- Always Discreet (brand owned by Procter & Gamble)
- Website
- https://alwaysdiscreet.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Always Discreet is a Procter & Gamble-owned brand offering bladder leak protection products—liners, pads, and disposable underwear—for women in the USA and Canada, featuring RapidDry, OdorLock, and LeakGuard technologies across light to heavy incontinence segments.
- Ownership category
- akta.pro rank
Always Discreet industry classification
Industry- Product category
- Adult Incontinence Products
- NAICS
- Toilet Preparation Manufacturing (325620)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Adult Incontinence Products (CRADALAF)
- akta.pro secondary industries
- Incontinence & Bladder Leak Products (Feminine) (CRABAIAM), Continence Care Products (Adult Incontinence Pads/Briefs, Underpads, External Collectors) (HLAHALAH), Incontinence Products (Adult & Baby Diapers/Training Pants) (IMAMAGAE)
Keywords
Where Always Discreet is headquartered
LocationHeadquarters
- HQ city
- Grand Rapids
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Always Discreet business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel
Revenue model
- Consumer Product Sales: Always Discreet generates revenue through direct sales of adult incontinence products (liners, pads, and underwear) to consumers through retail channels. Products are sold as one-time purchases in various count sizes at mass market price points. Revenue is generated through Procter & Gamble's established CPG distribution network including mass retailers, pharmacies, and e-commerce platforms.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Disposable incontinence products sold at mass market retail price points |
Go-to-market motion1 record
Distribution channels7 records
Marketing channels7 records
Always Discreet product offering
Product offeringCore offering
Always Discreet manufactures and sells disposable adult incontinence and bladder leak protection products for women, including liners, pads, and underwear across multiple absorbency levels (2-drop to 7-drop) and product lines (Classic, Boutique, Sensitive, Postpartum, MaxiProtect). The products feature proprietary RapidDry core, OdorLock, and LeakGuards technologies and are sold through mass retailers, pharmacies, grocery stores, and e-commerce platforms via P&G's distribution network.
Product overview
Always Discreet is a comprehensive adult incontinence and bladder protection brand owned by Procter & Gamble. The product portfolio consists of two main categories: Liners & Pads (ranging from Very Light 2-Drop to Ultimate Extra Protect 7-Drop absorbency levels) and Underwear (disposable incontinence underwear in multiple protection levels). Key sub-brands include Classic (standard protection), Boutique (premium silk-like fabric with shapewear-inspired fit), Sensitive (fragrance-free for sensitive skin), Postpartum (recovery-focused products), and MaxiProtect (newest line for full bladder loss with 20oz capacity). The products feature core technologies including RapidDry core (liquid-to-gel absorption), OdorLock technology (odor neutralization), and LeakGuards (leak prevention). All products are HSA/FSA eligible and backed by a money-back guarantee.
Differentiator
Problem solved
Functional benefit
Brands
- MaxiProtect: Maximum protection incontinence underwear that rapidly absorbs full bladder loss. Designed for heavy incontinence protection with up to 20 oz capacity.
- Boutique
- Classic
- Sensitive
- Postpartum
Products and services
- Always Discreet Very Light Liners, Regular Length Disposable incontinence panty liners providing up to 100% leak-free protection for light bladder leaks, featuring RapidDry core that turns liquid to gel and stays 5X drier versus period liners. Designed for women managing occasional light bladder leaks.
- Always Discreet Very Light Long Liners Long-length disposable incontinence liners providing light bladder leak protection with up to 100% leak-free coverage and odor neutralization for women with occasional light leaks.
- Always Discreet Light Pads Incontinence pads with 3-drop absorbency featuring RapidDry core that holds up to 5x the average bladder leak, with LeakGuards and OdorLock technology. Designed for women with light bladder leak needs.
- Always Discreet Moderate Pads Incontinence pads with 4-drop absorbency for moderate bladder leak protection, featuring up to 12 hours of protection with RapidDry core and OdorLock technology for women with moderate leaks.
- Always Discreet Moderate Long Pads Extended-length moderate absorbency incontinence pads with LeakGuards for enhanced protection against leaks at the legs, designed for women needing broader coverage.
- Always Discreet Heavy Pads High-absorbency incontinence pads with 5-drop rating featuring 25% drier performance versus Poise, RapidDry core that turns liquid to gel, and anti-bunch design for women with heavy incontinence.
- Always Discreet Heavy Long Pads Extended-length heavy absorbency incontinence pads with enhanced coverage for maximum bladder leak protection for women with heavy incontinence.
- Always Discreet Extra Heavy Regular Pads Maximum absorbency incontinence pads with 6-drop rating for heavy bladder leakage protection for women with high-volume incontinence needs.
- Always Discreet Extra Heavy Long Pads Extended-length maximum absorbency incontinence pads for heavy bladder leak protection with full coverage for women with significant incontinence.
- Always Discreet Boutique Incontinence Liners Premium very light incontinence liners from the Boutique line with silky soft fabric and discreet fit for women seeking premium light incontinence protection.
- Always Discreet Ultimate Extra Protect Postpartum Incontinence Pads Highest absorbency (7-drop) incontinence pads specifically designed for postpartum recovery and heavy bladder leak protection for women in postpartum recovery.
- Always Discreet Postpartum Moderate Pads Moderate absorbency pads designed for postpartum use with 4-drop protection level for women recovering from childbirth.
- Always Discreet Maximum Protection Underwear Disposable incontinence underwear with cottony soft 4-way stretch, up to 100% leak-free protection, up to 12 hours of absorbency, and LeakGuards. Fits sizes S/M, L, XL/XXL, and 3X+ for women with incontinence.
- Always Discreet Maximum Protection Underwear Night Overnight incontinence underwear with maximum absorbency for up to 12 hours of protection during sleep, available in S/M, L, and XL/XXL sizes for women with overnight incontinence needs.
- Always Discreet Boutique Incontinence Underwear, Black Shapewear-inspired incontinence underwear with silky soft fabric and curve-hugging LeakGuards. Features Skin Health Alliance endorsement and discreet fit under clothing, available in Black color for women seeking premium, underwear-like protection.
- Always Discreet Boutique Incontinence Underwear, Peach Premium incontinence underwear with silky soft fabric and shapewear-inspired design for a discreet, underwear-like fit and feel, available in Peach color for women seeking premium protection.
- Always Discreet Postpartum Underwear Disposable postpartum underwear designed for recovery with comfortable stretch fit, available in S/M, L, and XL sizes for women in postpartum recovery.
- Always Discreet MaxiProtect Maximum Plus Incontinence Underwear Premium incontinence underwear designed for rapid absorption of full bladder loss, with up to 20oz capacity. Features improved thinner absorbent core for less bulk and more comfort for women with heavy incontinence.
- Always Discreet for Sensitive Skin Moderate Pads Fragrance-free, dermatologically tested incontinence pads for sensitive skin with moderate absorbency for women with skin sensitivities or allergies.
- Always Discreet for Sensitive Skin Heavy Pads Fragrance-free heavy absorbency pads designed for sensitive skin, dermatologically tested for women requiring skin-safe incontinence protection.
- Always Discreet Boutique Incontinence Pads, Moderate Premium moderate absorbency pads from the Boutique line with fabric-like feel and enhanced comfort for women seeking premium moderate incontinence protection.
- Always Discreet Boutique Incontinence Pads, Heavy Premium heavy absorbency long pads from the Boutique line with extended coverage and fabric-like comfort for women seeking premium heavy incontinence protection.
- Always Discreet Boutique Incontinence Pads, Extra Heavy Premium maximum absorbency extra heavy pads from the Boutique line with full coverage and discreet fit for women seeking premium maximum incontinence protection.
Quantifiable outcome
- 40% drier vs. leading brand (Depend)
- +5 more outcomes
Companies that use Always Discreet
Customer profileSegments4 records
Ideal customer profiles4 records
Always Discreet technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Always Discreet partnerships and signals
Strategic signalRecent moves6 records
Expansion highlights5 records
Always Discreet competitors and assessment
Company assessmentDirect peers
- Depend: Kimberly-Clark's flagship adult incontinence underwear brand and the most direct competitor to Always Discreet. Explicitly referenced in Always Discreet's own performance claims (40% drier vs Depend), offering protective underwear and liners across men's and women's lines.
- Poise: Kimberly-Clark's women-focused incontinence brand offering pads and liners. Directly compared by Always Discreet (25% drier vs Poise), competing for the same female consumer with similar absorbency-tiered product formats.
- Tena: Essity's global adult incontinence brand offering liners, pads, and underwear across women's and men's segments. Major competitor in mass retail and institutional channels with comparable proprietary absorbency technology.
- Prevail: First Quality's adult incontinence brand offering liners, pads, and protective underwear. Direct competitor in mass retail distribution with similar absorbency tiering and comparable target consumer segments.
- Attends: Attends Healthcare's adult incontinence brand offering briefs, pads, and protective underwear. Serves both retail and institutional healthcare markets with comparable product formats and absorbency levels.
- Tranquility: Principle Business Enterprises' adult incontinence brand offering tab-style briefs, pull-on underwear, and pads. Serves retail and institutional care markets with product range directly comparable to Always Discreet.
Emerging players
- Always: P&G's sister feminine care brand for menstrual protection. Adjacent category with overlapping R&D, distribution, and consumer base; provides brand portfolio synergies and cross-selling potential with Always Discreet.
- Thinx: Reusable period and incontinence underwear company challenging the disposable incontinence model. Represents the sustainability shift in the category, partially overlapping Always Discreet's use cases among younger consumers.
- Knix: Canadian leakproof underwear company offering reusable alternatives for periods and light incontinence. Emerging DTC competitor capturing consumers seeking sustainable, premium-priced alternatives to disposables.
Others
- Carefree: Kimberly-Clark's feminine care liner brand. Adjacent category from the same parent company as Depend and Poise, representing competitive portfolio exposure in feminine hygiene that indirectly pressures Always Discreet's shelf positioning.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Always Discreet social profiles
Digital presenceAlways Discreet financial estimates
Financial estimateRevenue estimate
Valuation estimate
Always Discreet leadership team
Management profileNumber of profiles
Always Discreet funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Always Discreet 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 Always Discreet
What does Always Discreet do?
Always Discreet manufactures and sells disposable adult incontinence and bladder leak protection products for women, including liners, pads, and underwear across multiple absorbency levels (2-drop to 7-drop) and product lines (Classic, Boutique, Sensitive, Postpartum, MaxiProtect). The products feature proprietary RapidDry core, OdorLock, and LeakGuards technologies and are sold through mass retailers, pharmacies, grocery stores, and e-commerce platforms via P&G's distribution network.
Is Always Discreet a public or private company?
Always Discreet is a private company. It is classified as corporate owned and is currently operating.
When was Always Discreet founded?
Always Discreet was founded in -1. It employs 11 to 50 people.
Where is Always Discreet based?
Always Discreet is headquartered in Grand Rapids, United States, in the North America region.
How does Always Discreet make money?
One revenue line is on record: consumer Product Sales.
Who are Always Discreet's main competitors?
Direct peers on record are Depend, Poise, Tena, Prevail, Attends and Tranquility. Emerging players are Always, Thinx and Knix. Carefree is listed as an others.
Does Always Discreet have an API?
No public API is recorded for Always Discreet.
What industry is Always Discreet in?
Always Discreet's product category is Adult Incontinence Products. Its primary akta.pro industry code is CRADALAF, Adult Incontinence Products, with a secondary code of CRABAIAM, Incontinence & Bladder Leak Products (Feminine). Its NAICS code is 325620 and its SIC code is 2844.