At Attn: Grace, we’re deeply committed to using clean, plant-based materials to design incontinence products that deliver outstanding performance. Our research and development process, alongside top scientists, doctors, and engineers, focused on creating a product that excels in absorbency and moisture-wicking while being gentle on sensitive skin.
We’re equally meticulous about what doesn’t go into our products. We avoid harmful chemicals like dyes, fragrances, chlorine, parabens, lotions, latex, and PFAS, all of which can irritate skin, disrupt hormones, and harm both health and the environment. You can read more about what we leave out on our Absolutely Nots Page.
It’s been amazing to see the impact our products have. Many women have spent years—an average of three—looking for better solutions, and when they switch to Attn: Grace, they feel relief. They’re more confident, sleep better, and even experience fewer UTIs. Hearing from customers about how our products are supporting better health and wellbeing, and a higher quality of life, is the best part of what I get to do every day.
Incontinence is often seen as a taboo subject. How is Attn: Grace working to break the stigma around women’s health and encourage more open conversations?
From the start, we’ve been committed to breaking the silence and stigma surrounding incontinence—a condition that affects 1 in 2 women yet is rarely discussed. We knew that changing the conversation around incontinence was essential to changing how women experience and manage this health condition.
We approach this from multiple angles. First, through our branding and messaging, we’ve created a space that feels empowering and approachable, rather than clinical, shame-driven or even comedic. As a brand we’re grounded in empathy and backed by medical insights and data. Even our name, “Attn: Grace”, is a nod to this, honoring the role grace – in its largest, almost metaphysical sense – can play in our lives, particularly as we navigate challenges.
Building a community where women feel safe sharing their experiences has also been a big part of our focus. Through our blog, social media, and customer stories, we’ve seen that when women feel safe, they are eager to talk about their experiences. This openness helps reduce the stigma, making incontinence a shared experience rather than an isolating one.
We also prioritize education and awareness. Beyond products, we aim to provide women with the resources they need to make informed decisions about their health. By collaborating with healthcare professionals, we offer educational content on pelvic floor health, nutrition, and emotional well-being. These efforts help shift the conversation from hidden to openly addressed.
Through our community, educational efforts, and focus on safe, effective solutions, we’re redefining how incontinence is viewed and discussed.
Looking to the future, how do you envision Attn: Grace evolving in the next few years, and what new innovations or products are you most excited about?
We have so much exciting innovation in the pipeline right now.
We’ve spent the last 5+ years studying the customer journey in this space in a way it hasn’t been done before. And when we take a close look, through a deeply empathetic lens, at what it means to live with urinary incontinence every day, we see so many opportunities to better that experience. It’s even more exciting when you combine that POV with a deep commitment to safe, sustainable and transparent sourcing and product design. We’re keeping these projects in stealth a bit longer but you’ll see more from us here very soon – we couldn’t be more excited to share what’s coming with our community.
You can shop for Attn:Grace products HERE. Get 20% off first order with code TDTD20
