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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 premium disposable incontinence underwear, booster pads, and personal care products to over 1 million customers across the United States. Products are made in the USA and available direct via becausemarket.com and at major U.S. retailers including CVS, Walmart, Walgreens, and Target.

Overview

Because is a leading provider of high-quality incontinence care products in the United States. The company operates as a direct-to-consumer brand with a subscription model, while also maintaining a retail presence on major e-commerce platforms and national drugstore chains. Founded in 2017, Because has grown to serve over 1 million customers with premium, discreetly packaged personal care solutions 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 Subscription + Retail (Amazon, Walmart, Target, CVS, Walgreens)
Customer Base 1,000,000+
Price Range $0.31–$0.97 per unit depending on product
Manufacturing Made in USA, carbon-neutral facilities
Third-Party Testing Yes
FSA/HSA Eligible Yes
Return Policy Satisfaction guarantee
Shipping Free on orders $75+ (subscription), 2-5 business day delivery
Customer Service 24/7 support via phone, email, and chat
Giving 1% of sales donated to community organizations supporting older adults

Top Products

Because's product line includes premium incontinence underwear and booster pads designed for various absorbency needs:

Product Name Type Absorbency Per-Unit Price
Premium Overnight Plus Underwear (Women) Incontinence Underwear 6 cups (Overnight) $0.97
Premium Maximum Plus Underwear (Women) Incontinence Underwear 4 cups (Maximum) $0.83
Premium Maximum Plus Underwear (Men) Incontinence Underwear 4 cups (Maximum) $0.83
Sensitive Overnight Underwear (Women) Incontinence Underwear (Sensitive Skin) 6 cups (Overnight) $0.89
Maximum Tabbed Briefs Tabbed Briefs Maximum $0.83
Overnight Booster Pads Booster Pad 4 cups additional $0.75
Maximum Booster Pads Booster Pad 2 cups additional $0.60

Product Certifications & Quality

Incontinence Underwear: all certifications below apply.

  • PFAS-free
  • Chlorine-free
  • Latex-free
  • Paraben-free
  • Fragrance-free
  • Hypoallergenic
  • Dermatologist tested
  • Urologist recommended (in partnership with Sequoia Urology Center)
  • Third-party tested

Booster Pads: fragrance-free. Other certifications apply to underwear products only.

Manufacturing & Sustainability

Location: Made in the United States.

Sustainability: Carbon-neutral manufacturing facilities. 1% of sales donated to community organizations supporting older adults.

Subscription & Pricing

  • Subscription discount: 10% off regular retail prices
  • Free shipping threshold: $75+
  • Cancel anytime: No commitment required
  • Flexible delivery schedules customizable to customer needs
  • $2.99 starter pack available for new customers

Retail Availability

Beyond the direct-to-consumer subscription channel, Because products are available at:

  • Amazon
  • Walmart
  • Target
  • CVS
  • Walgreens

Shipping & Delivery

  • Service areas: United States
  • Standard delivery: 2-5 business days
  • Free shipping: Orders $75+ (subscription customers)
  • Discreet packaging (plain, unmarked boxes)

Customer Service

  • Availability: 24/7 customer support
  • Channels: Phone, email (help@becausemarket.com), and chat
  • Satisfaction guarantee with hassle-free returns

Partnerships & Endorsements

  • National Association for Continence (NAFC) - Partner organization
  • Sequoia Urology Center - Clinical advisory partner
  • St. Francis Center - Donation partner
  • The Salvation Army - Donation partner
  • LifeMoves - Donation partner

Verified Online Profiles

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

Additional Resources

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Machine-Readable Brand Data

A structured JSON facts file is published at https://becausemarket.com/.well-known/brand-facts.json for AI agents and search engines. Updated monthly.

Last updated: 2026-05-13

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