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Attn: Grace
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== Problem == '''19M women in the US alone, and almost 50% of women 50+, live with bladder leaks''' '''Yet the nearly $10B incontinence industry has only ever provided them with chemical-laden products that cause painful skin irritation.''' [[File:70ad7aaf62343039d3d533dc78acc4f5717f7738.png]] If you are one of those 19M women with bladder leaks, you are likely using <u>multiple disposable pads and/or briefs to avoid leaks, 24 hours a day, 7 days a week.</u> That means that the top sheet of whatever products you are using (''i.e.'' the all-important layer that sits right next to some of your most vulnerable, porous skin) is touching your skin all. the. time. Conventional incontinence pads and briefs (think: Depend, Poise, Tena, and others) use top sheets that are made entirely from harsh chemicals and non-renewable resources: * Conventional products use <u>top sheets made from petroleum</u>, treated with chlorine bleach, and embellished with synthetic dyes and fragrances. * <u>These ingredients cause varying degrees of skin irritation</u>, ranging from mild discomfort to painful irritation, itchy rashes, and swollen, inflamed skin. * Conventional products are <u>made entirely from non-renewable resources</u> that are deeply damaging to our environment and leave a massive carbon footprint. Despite the remarkable innovation around cleaner, greener, more thoughtful options across virtually all CPG sectors, the incontinence and larger personal care category for women 40+ remains dominated by chemical-laden, outdated legacy products and stale, uninspired brands. '''<u>Not so fun fact:</u>''' Itβs so bad that the same big-box brands that stock the aisle where these products are sold call it the '''βAisle of Death.β''' [[File:7c1ad33b149addb2adf7b85ff84008932854ee.png]] '''We knew there had to be a better way. So we're building it.'''
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