Incontinzence, or bladder leakage, is embarrassing, but not uncommon. About 33 million men and women in the U.S. have the problem, and women are more likely to experience it than men because of pregnancy and childbirth, according to the Urology Care Foundation. Yet, Soft Health Technologies LLC co-founder and Chief Marketing Officer Jennifer “Jenna” Mons Anderson said that available options are surprisingly limited for women.
“The whole massive category has had no innovation since the 1920s,” she said, pointing out that options provided by top industry players, such as Kimberly-Clark Corp. and Procter & Gamble Co., include pads and adult diapers primarily aimed at adult women older than 60.
“We are targeting the younger, 28 to 55, women who want a product that mitigates odor, keeps them dry and lets them keep the lifestyle they want,” she said.
The Aliso Viejo-based company was founded in 2013 by Chief Executive Thomas Berryman but pivoted to target younger women only last year.
“We were having great sales selling to a much older demographic, but I know I need to go to a younger woman who is entering the category—often by virtue of having her first child—and I need a Gen X woman to really drive that message home,” Berryman said. He brought Anderson on board a year ago.
Soft Health Technologies plans to raise about $3 million to support further commercialization of its Finess Softpatch.
Active Women
Finess is made of a foam “fin” and a hydrogel adhesive that allows it to be placed, sans pain or residue, over the urethra, the opening where urine passes out of the bladder.
“You don’t need to wear this product all day long,” said Anderson, explaining that it’s designed for women who experience leaks during brief moments when extra pressure is placed on the bladder, such as when running or maybe sneezing or coughing. Finess is not for people with overactive bladders, according to company website.
It’s currently available through the company website, havefiness.com, for $24.99 for a pack of 36 or $21.25 for a subscription. Berryman and Anderson said the company is going direct to consumers.
Proceeds from the new round will support hiring and social media outreach—“We want to do more YouTube videos,” said Anderson—as well as bring on professional female athletes as brand ambassadors. The co-founders said it will be hiring, starting with three to five people.
Heritage
The product started as a medical device and was originally cleared by the Food and Drug Administration and sold through doctor prescriptions.
“I knew from the beginning that this was a consumer product,” Berryman said, adding that it’s important to remember that the end customer is an average woman, not an obstetrician/gynecologist.
