Incontinence Care Brand Attn: Grace Launches In 1500+ Walmart Supercenters and on

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The female-founded, Certified B Corp.™ revolutionizing the $20B incontinence category is launching in more than 1,500 Walmart stores across the U.S.

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Offering Attn: Grace products at Walmart is a huge step in raising awareness around incontinence and increasing accessibility to high-performing, skin-safe products women can trust...

Attn: Grace, the female-founded Certified B Corp.™ designing high-performing, more sustainable incontinence products for women, announced the launch of their products in 1,574 Walmart doors nationwide and on

Based in Cambridge, MA, Attn: Grace uses powerful, plant-based materials to deliver a product line that offers unparalleled protection against bladder leaks without the painful skin irritation caused by the chemicals typically used in conventional products. Featuring cutting-edge innovation in the sustainable nonwovens space, Attn: Grace manufactures its products in 100% Carbon Neutral Certified facilities.

“Offering Attn: Grace products at Walmart is a huge step in raising awareness around incontinence and increasing accessibility to high-performing, skin-safe products women can trust. We were originally inspired to start Attn: Grace because I had seen my mom struggling with conventional incontinence products that she described as bulky and uncomfortable, and that irritated her skin badly. Making our products accessible to the millions of women who shop at Walmart every day is such a huge milestone for us.” said Mia Abbruzzese, Co-Founder and Co-CEO of Attn: Grace.

Launched in 2020, Attn: Grace began by selling its products exclusively on its own website and later adding a rapidly growing Amazon store. “Starting with these channels allowed us to garner key insights and support strong growth early on. Our DTC channel also allows us to lead a larger cultural shift around incontinence. It’s this hugely common but still incredibly stigmatized condition that no one wants to talk about. We want women to know they aren’t alone and to feel empowered to find the best solutions possible for their incontinence needs.” said Alexandra Fennell, Co-Founder and Co-CEO of Attn: Grace.

The statistics are eye-opening. 50% of adult women experience some level of bladder leaks, according to the Mayo Clinic. That’s 40% of women with diabetes, and 43% of women in menopause, 45% of female athletes, 51% of pregnant women, 52% of women who undergo gynecologic cancer treatment, 75% of women over 65 years old, 80% of women with MS, and so many more.

Attn: Grace believes that radical empathy is crucial to meaningfully putting women’s wellness first and innovating for women’s specific incontinence needs. “We’re proud to be leading the category forward in this way,” says Fennell, “designing products with women’s wellness in mind, while developing incrementally more sustainable options in a category that generates a massive ecological footprint as a whole.” Furthering its commitment to developing sustainable alternatives within the incontinence category, Attn: Grace is also rolling out its new paper packaging design, featuring 100% recycled kraft paper bags. This is a first for a U.S.-based brand in the incontinence category.

Though Attn: Grace’s products are premium, the company is deeply committed to ensuring that their products and proposition remain accessible. “Launching with Walmart, where our customers will find our products backed by Walmart’s “Everyday Low Price Guarantee”, makes them more accessible than ever” says Fennell.

Attn: Grace is launching five of its best-selling products at Walmart, all of which feature their Skin-Safe, plant-based top sheet and powerfully absorbent core:

● Liners: Ideal for absorbing light bladder leaks (up to 50 ml / ~3.5 tbsp of liquid) — their paper thin profile provides a “barely there” fit that still keeps you dry.
● Hybrid Pads: Ideal for absorbing light bladder leaks and period flow (up to 55 ml / 4 tbsp of liquid) — super discreet and designed to protect your skin's pH.
● Moderate Pads: Ideal for absorbing moderate bladder leaks (up to 105 ml / 7 tbsp of liquid) — twice the absorbency of their liners, offering lightning quick absorbency for bursts and surges of pee.
● Heavy Pads: Ideal for absorbing heavy bladder leaks (or up to 200 ml / 13.5 tbsp of liquid) — as thin as their moderate pads, but twice as absorbent and longer in length, these pads offer you more protection in the back when locking away surges and streams of pee.
● Ultimate Pads: Ideal for maximum protection, day or night (up to 380 ml / 1.6 cups of liquid) — locking away surges or gushes of pee, these pads offer maximum protection with no added thickness.

About Attn: Grace
A first of its kind in the incontinence category, Attn: Grace is proudly female-founded, owned and led, as well as a Certified B Corporation™, meeting the highest verified standards of social and environmental performance, transparency and accountability. Attn: Grace products and packaging combine innovative, plant-based materials with cutting edge sustainable nonwovens technology to deliver high performance, skin-safe, bladder leak protection women can trust. Attn: Grace is the only incontinence care line in the U.S. to receive the coveted Dermatest® Certification, after passing rigorous, clinical dermatological tests in the EU. Attn: Grace was founded by Mia Abbruzzese and Alexandra Fennell and is based in Cambridge, Massachusetts. To learn more about Attn: Grace, visit:

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Tara Shultz