Our story

Better products for better days

25 million Americans experience bladder leaks, including our loved ones. We created Because 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.

A+ RatingAccredited Business

Why we started Because

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, with 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.

— Alexi, CEO & Co-Founder

Luca, Because co-founder, with 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 hard to broach. Among these was my father’s experience with bladder leaks, which limited his willingness to venture outside, compounded by the ineffectiveness of available products. I founded Because to offer a discreet, cost-effective solution for those facing similar challenges. We aim to provide support and reassurance, so our customers can maintain their dignity and comfort — with high-quality, affordable supplies delivered discreetly to their door.

— Luca, President & Co-Founder

Products designed to actually work

Trusted by over 1 million customers

Leading quality

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

Convenient & discreet

Your business stays your own, with discreet subscriptions on your terms.

Affordably priced

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

Designed with experts, tested for excellence

Every product is designed hand in hand with healthcare professionals — grounded in research and clinical insight.

Dr. Temitope O. Rude, MD

Clinical Assistant Professor at Stanford Urology

Harvard-trained in neurobiology and a Stanford MD, Dr. Rude specializes in urology and female pelvic medicine. Her work focuses on improving patient outcomes and managing bladder health.

Andrea Walsh, MS, RDN

Registered Dietitian Nutritionist

With a Master’s in Nutrition, Andrea focuses on how nutrition supports bladder health and overall wellness, helping people reach sustainable, everyday goals.

Kinder on the planet, too

Doing right by our customers means doing right by the world they live in — so we hold our products to the same standard.

I'm green — bio-based, like traditional plastic but made from plants

An innovative bio-based material made from sugarcane instead of crude oil — a renewable source that reduces CO₂ during production.

The Difference in Our Products

PEFC — Programme for the Endorsement of Forest Certification

PEFC certified

A commitment to sustainable forest management through responsible forestry practices.

ISO-certified manufacturers

We partner with ISO-certified manufacturers who lead the industry in exceeding environmental management standards.

Carbon-neutral production

The first US-based adult incontinence company to make its products in a carbon-neutral facility.

Our promise

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

Our 1% pledge

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

In partnership with