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A group of adults poses together laughing.

Our Story

25 million Americans

experience bladder leaks, including our loved ones.

We created this company to make it easier for our families to get the products they needed most. After coming home too many times with products that just didn't work, we knew there had to be a better way.

With honest conversations and a desire to make things better for everyone managing incontinence, we started Because.

A complete lineup of Because Market products.

Better products for better days

We know firsthand how important it is for our family members to have all of the wellness supplies they need to live every day at their best. But when it comes to issues like bladder leaks, irritated skin, or pain, the options at the store just weren’t good enough.

Because Market founder Alexi and his mother.

Alexi's Story

I started Because out of the love and devotion I have for my grandmother, fondly known as "Nonna". Countless times, I found myself making trips to local stores, seeking products that would truly make a difference in her life, only to be continually disappointed. I wanted high-quality products that worked better so my Nonna could enjoy every moment with us and enjoy peace of mind.

Every decision we make at Because is rooted in my belief that everyone deserves access to products that enrich their lives and bring them closer to their loved ones.

With love and gratitude,

Alexi, CEO + Co-Founder

Because Market COO Heidi and her mother

Heidi's Story

My vibrant, active, joyful mom suffers from chronic neuropathy. Bladder leaks are part of the condition and can be debilitating for some, but it doesn't have to be.

Seeing how bladder leaks affected my love ones was the nudge I needed to take action. At Because, we know that good products can make a huge difference in empowering people to reclaim their confidence. We're on a mission to make life a little brighter for everyone - one leak-free day at a time!

Heidi, COO

Because Market co-founder and his father

Luca's Story

Raised in a warm, tight-knit Italian family, I understand the value of close connections and open dialogue. Yet, some subjects remain challenging to broach. Among these was my father's experience with bladder leaks. This struggle limited his willingness to venture outside, compounded by the ineffectiveness of available incontinence products. I founded Because—a brand committed to offering a discreet and cost-effective solution for those facing similar challenges.

At Because, we recognize the sensitive nature of managing incontinence and strive to address our consumers' needs with empathy and understanding. Our mission extends beyond selling products; we aim to provide support and reassurance to individuals navigating this aspect of their lives. By offering high-quality, affordable incontinence supplies coupled with discreet, direct-to-door delivery, we ensure our customers can maintain their dignity and comfort without leaving their homes.

Luca, President & Co-Founder

Trusted by Over 400,000 Happy Customers

  • Leading Quality

    Our Urologist recommended, skin-safe products are designed by experts.

  • Convenient & Discreet

    Your business stays your own with discreet and convenient subscriptions on your terms.

  • Affordably Priced

    By selling directly to you, we can offer high quality products without the upcharge.

Our promise

We celebrate the wisdom and experience that comes with living life- and we believe that every day should be lived to the fullest. From bladder protection to supplements and skincare, we promise to bring you high quality, thoughtful design, and real life customer service to help make shopping simple.

Our 1% pledge

We donate 1% of our sales to community organizations that support the health and wellness of older adults.

Four older adults stand smiling together on a solid blue background.

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50% of leaks are caused by incorrect fit. Let’s fix that.

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