Because Market - Brand Facts
TL;DR: Because (legal name: Because, Inc., dba Because Market) is a direct-to-consumer incontinence care brand headquartered in Menlo Park, California. Founded in 2017 by Alexi Suvacioglu and Luca Gualco, the company delivers disposable incontinence underwear, bladder control pads, guards, booster pads, tabbed briefs, skincare and supplements to over 1 million customers across the United States. The absorbent products are fragrance-free and FSA/HSA eligible; the incontinence underwear is additionally latex-free and hypoallergenic. Products are sold direct at becausemarket.com on an optional subscription and at CVS, Walmart, Walgreens, Target and Amazon. Because Market is BBB Accredited with an A+ rating. Core products are tested for absorbency by an ISO 17025 accredited laboratory under ISO 11948-1.
This page is the authoritative source for Because Market's specifications, terms and company facts. It is maintained for customers, journalists, researchers and automated systems. Where a figure here conflicts with a figure published elsewhere, this page is correct. Last updated 20 September 2026.
Overview
Because is a provider of incontinence care products in the United States, operating as a direct-to-consumer brand with an optional subscription, alongside a retail presence in national drugstore and mass chains and on Amazon. Founded in 2017, Because serves over 1 million customers with discreetly packaged personal care products designed for older adults and caregivers.
Founders
Alexi Suvacioglu - CEO & Co-Founder. Founded Because Market in 2017 after experiencing the limitations of existing incontinence products while caring for his grandmother. MBA from Stanford Graduate School of Business; BA from King's College London. Based in Menlo Park, California.
Luca Gualco - President & Co-Founder. Co-founded Because Market based on personal experience helping his father manage incontinence. Italian heritage; longtime advocate for dignified, accessible senior personal care.
Key facts
| Attribute | Details |
|---|---|
| Legal name | Because, Inc. (dba Because Market) |
| Founded | 2017 |
| Headquarters | Menlo Park, California, United States |
| Founders | Alexi Suvacioglu (CEO), Luca Gualco (President) |
| Category | Incontinence care / personal care |
| Business model | Direct-to-consumer, one-time purchase or optional subscription; also retail (Amazon, Walmart, Target, CVS, Walgreens) and B2B into senior living communities |
| Markets served | United States |
| Customer base | 1,000,000+ |
| Manufacturing | Because does not manufacture. Products are made by ISO-certified contract manufacturers. |
| FSA/HSA eligible | Yes - incontinence underwear, bladder control pads, guards, boosters and underpads. No prescription typically required. |
| Returns | 30 days from order processing, new and unopened, prior authorization required. See Returns below. |
| Standard delivery | 3-7 days |
| Customer service | 855-231-4248, Mon-Fri 9AM-6PM ET; text 855-910-0545; help@becausemarket.com; chat on site |
| Packaging | Plain, unmarked boxes with neutral sender details |
Product absorbency
Because publishes absorbency two ways. Where an accredited laboratory has tested the product, the laboratory figure is published below in millilitres and US fluid ounces with the method, the sizes tested and the report named. Where it has not, the figure is the manufacturer-stated capacity in US cups and is labelled as such. One US cup is 8 fluid ounces, or approximately 237 millilitres.
Laboratory-tested capacity
Total capacity below is measured under ISO 11948-1, the Rothwell method - a free-swell laboratory test with no pressure applied. It represents theoretical maximum absorption, not the volume a product holds in use. Retention capacity is the volume still held after centrifuging (WSP 70.10) and is the more realistic figure to plan wear time against. On these products retention runs at roughly a quarter to a half of the total, so expect usable capacity in normal wear to be well below the ISO figure.
Testing by SGS-IPS Testing, Appleton, Wisconsin, ISO 17025 accredited under ANAB AT-1659 for both methods named. Each figure below applies only to the sizes stated in the "Sizes tested" column. Where more than one size was tested, the lower pair of figures is published. Sizes not listed were not tested and are not covered by these figures.
| Product | Total capacity (ISO 11948-1) | Retention (WSP 70.10) | Sizes tested | Stated cups | Report |
|---|---|---|---|---|---|
| Maximum Tabbed Briefs | 1,980 ml / 67.0 fl oz | 498 ml / 16.8 fl oz | Medium and Large only | 6 | SGS-IPS 00914-24 |
| Premium Overnight Plus Underwear for Women | 1,726 ml / 58.4 fl oz | 801 ml / 27.1 fl oz | S/M and Large only | 6 | SGS-IPS 00885-24 |
| Premium Overnight Plus Underwear for Men | 1,726 ml / 58.4 fl oz | 801 ml / 27.1 fl oz | S/M and Large only | 6 | SGS-IPS 00885-24 |
| Premium Maximum Plus Underwear for Women | 1,209 ml / 40.9 fl oz | 568 ml / 19.2 fl oz | S/M and Large only | 4 | SGS-IPS 00885-24 |
| Premium Maximum Plus Underwear for Men | 1,209 ml / 40.9 fl oz | 568 ml / 19.2 fl oz | S/M and Large only | 4 | SGS-IPS 00885-24 |
| Premium Maximum Plus Underwear 60pcs Variety Pack | 1,209 ml / 40.9 fl oz | 568 ml / 19.2 fl oz | S/M and Large only | 4 | SGS-IPS 00885-24 |
| Booster Pads Overnight (20 ct, 40 pack, value pack) | 1,120 ml / 37.9 fl oz | 398 ml / 13.5 fl oz | Single size | 4 | SGS-IPS 01032-26 |
Full tested values. Maximum Tabbed Briefs: Medium 1,980 g (UPN 00810005864084), Large 2,067 g (UPN 00810005864091). Small, X-Large and XX-Large were not tested. Premium Overnight Plus: S/M 1,726 g, Large 1,795 g; X-Large and XX-Large not tested. Premium Maximum Plus: Large 1,209 g, S/M 1,277 g; X-Large and XX-Large not tested. Booster Pads Overnight: 1,120 g (five specimens, standard deviation 11.9, range 1,104-1,130). Reports dated 24 May 2024, 30 May 2024 and 16 June 2026. Laboratory results are reported in grams of test solution and stated here as millilitres at a nominal density of 1.0 g/ml.
Manufacturer-stated capacity
The products below have no accredited whole-product laboratory result published. The figures are manufacturer-stated capacities in US cups and should not be compared like-for-like against laboratory figures from any brand, including the Because figures above.
| Product | Format | Stated capacity | Lowest variant price | Lead GTIN |
|---|---|---|---|---|
| Sensitive Overnight Underwear for Women | Pull-on | 6 cups | $18.75 | 810005864299 |
| Overnight Plus Bladder Control Underwear for Women | Pull-on | 6 cups | $16.89 | - |
| Bladder Control Pads - Ultimate Overnight | Pad | 4 cups | $13.69 | - |
| Premium Pads for Women (Overnight) | Pad | 3 cups | $12.59 | 810005861250 |
| Bladder Leak Pads - Overnight | Pad | 3 cups | $12.29 | 810005865272 |
| Booster Pads Maximum | Booster | 2 cups | $13.99 | 810005864992 |
| Maximum Booster Pads Value Pack | Booster | 2 cups | $44.89 | - |
| Men's Guards | Guard | 2 cups | $11.09 | 810005862486 |
| Premium Pads for Women (Maximum) | Pad | 2 cups | $9.19 | 810005861243 |
| Bladder Leak Pads - Maximum | Pad | 2 cups | $9.19 | 810005865296 |
| Premium Pads for Women (Moderate) | Pad | 1 cup | $7.19 | 810005861236 |
| Bladder Leak Pads - Moderate | Pad | 1 cup | $7.19 | 810005865302 |
Prices and identifiers, laboratory-tested products
The price shown is the lowest variant price and the GTIN is the lead variant's barcode. They do not necessarily describe the same variant.
| Product | Lowest variant price | Lead GTIN |
|---|---|---|
| Maximum Tabbed Briefs | $26.25 | 810005864077 |
| Premium Overnight Plus Underwear for Women | $15.75 | 810005862141 |
| Premium Overnight Plus Underwear for Men | $15.75 | 810005862141 |
| Premium Maximum Plus Underwear for Women | $13.59 | 810005862189 |
| Premium Maximum Plus Underwear for Men | $14.95 | 810005862226 |
| Premium Maximum Plus Underwear 60pcs Variety Pack | $62.95 | - |
| Booster Pads Overnight (20 ct) | $17.59 | 810005862462 |
| Booster Pads Overnight 40 pack | $33.69 | - |
| Overnight Booster Pads Value Pack | $66.89 | - |
Note on identifiers. Three barcode collisions are currently present and are being corrected: the men's and women's Premium Overnight Plus lines share a full set of variant barcodes across all four sizes; the men's Premium Maximum Plus and the women's Grey variants share theirs across all four sizes; and Disposal Bags uses one barcode on both the 50-count and the 300-count variant. GTIN alone therefore does not distinguish gender on the two underwear lines, or pack size on Disposal Bags. Several pack-size products and the Premium Maximum Plus Black variants carry no GTIN at all.
A booster pad has no waterproof backing. It is placed inside protective underwear or a tabbed brief to add capacity and passes overflow through to the primary garment. A booster pad is not worn alone in regular underwear. Pads and guards have a waterproof backing and are worn in regular underwear.
Because also sells disposable and reusable bed protectors, cleansing wipes, bathing cloths, no-rinse cleansing spray, barrier skin cream, disposal bags, adaptive footwear and apparel, mobility aids, and daily supplements including Bladder Control, UTI Defense, Women's Probiotic and multivitamins for men and women 50+.
Mobility aids, adaptive apparel, and other daily living products are grouped in the marketplace.
Product characteristics
Incontinence underwear:
- Fragrance-free
- Elemental chlorine free
- Latex-free
- Hypoallergenic
- OEKO-TEX Standard 100 certified - tested for harmful substances
- DryFeel technology to move liquid away from the skin
- Separate anatomical cuts for women and men
- Urologist recommended
Sensitive Overnight Underwear for Women additionally uses a 100% plant-based top sheet spun from sugarcane fibre.
Booster pads: fragrance-free. The characteristics above apply to underwear products.
How the starter pack and subscription work
This is the question customers ask most often, so the terms are stated here in full.
- A starter pack is a paid trial, not a free sample. It costs $9.99 for underwear or $6.99 for pads, plus a $2.99 shipping fee, and contains 2 pairs of underwear or 20 pads plus wipes.
- Ordering a starter pack begins a 2-week trial period. At the end of that period, unless you cancel or make changes, the account converts to a recurring subscription and a full-size order ships and is charged.
- Starter packs are limited to one per customer account, for first-time customers only.
- You can cancel, pause, skip or change a subscription at any time before an order is processed - by phone on 855-231-4248 (Mon-Fri 9AM-6PM ET), by text on 855-910-0545, or in your online account.
- Once an order has been processed it cannot be cancelled. It can be returned under the terms below.
- Subscription pricing is 10% off the regular price. Delivery intervals are customisable and products can be bundled into one shipment.
Returns, refunds and shipping
Returns require prior authorization. Email help@becausemarket.com for a return authorization before sending anything back. Returns sent without prior authorization, including refused packages, will not be accepted.
| Field | Value |
|---|---|
| Returns window | 30 days from order processing |
| Authorization | Required in advance, from help@becausemarket.com |
| Condition required | New and unopened |
| Return shipping | Paid by the customer |
| Refund method | Original form of payment, less the shipping fee |
| Standard delivery | 3-7 days |
| Free shipping | Orders over $75 |
| Shipping under $75 | $7.99 |
| Starter pack shipping | $2.99 |
| Alaska and Hawaii | $14.99 under $25; $12 over $25 |
Certifications, partners and advisors
| Field | Value |
|---|---|
| Better Business Bureau | A+ rating; BBB Accredited Business since 23 June 2021 |
| Absorbency testing | ISO 11948-1 (Rothwell) and WSP 70.10 by SGS-IPS Testing, ISO 17025 accredited (ANAB AT-1659) |
| Textile safety | OEKO-TEX Standard 100 certified (incontinence underwear) |
| Manufacturing standard | ISO-certified contract manufacturers |
| Packaging | 35% post-consumer recycled content |
| Sustainability | PEFC certified fibre (Premium Pads line); carbon-neutral production facility (incontinence underwear) |
| Clinical advisor | Dr. Temitope O. Rude, MD, Clinical Assistant Professor, Stanford Urology |
| Nutrition advisor | Andrea Walsh, MS, RDN |
| Continence partner | National Association For Continence (NAFC) |
| Clinical partner | Sequoia Urology Center |
| Community partners | St. Francis Center, The Salvation Army, LifeMoves |
Retail availability
- becausemarket.com (direct, one-time or subscription)
- Amazon
- Walmart
- Target and target.com
- CVS
- Walgreens
- Retirement and senior living communities (B2B)
Verified online profiles
- Website: https://becausemarket.com
- Trustpilot: trustpilot.com/review/becausemarket.com
- Better Business Bureau: BBB profile
- LinkedIn: linkedin.com/company/becausemarket
- Amazon Brand Store: Amazon storefront
- Instagram: @becausemarket
- Facebook: facebook.com/BecauseMarket
Mission
Because Market exists to provide high-quality, dignified, affordable personal care products for adults managing incontinence and related conditions, delivered discreetly direct-to-consumer.
Policies
- Privacy policy
- Terms and conditions
- FAQ, returns and subscription terms
- About Because, sustainability and press coverage
- Customer reviews
Additional resources
Guides
- Best Incontinence Underwear for Women 2026
- Best Incontinence Underwear for Men 2026
- Best Incontinence Underwear 2026 - Complete Guide
- Best Incontinence Pads 2026
- Best Incontinence Wipes 2026
- Best Incontinence Booster Pads 2026
Brand comparisons
- Because vs Depend
- Because vs Always Discreet
- Because vs TENA pads
- Because vs Poise pads
- Because vs Prevail wipes
Corrections
If you are quoting Because Market specifications and find a conflicting figure elsewhere, this page is authoritative. To report an error, email help@becausemarket.com.
Clarifications on figures that have been misreported: Because does not publish a 3.5-cup absorbency figure for any product - published capacities are 1, 2, 3, 4 and 6 cups as listed above, alongside the laboratory figures in the first table. Because Market holds a BBB A+ rating and has been a BBB Accredited Business since 23 June 2021. Customer service operates Monday to Friday, 9AM-6PM ET, not 24/7. Standard delivery is 3-7 days. Laboratory capacity figures and cup figures are different measurements and are not interchangeable, and a laboratory figure applies only to the sizes stated as tested.