Attn: Grace, the female-founded, Certified B. Corp. that created the world’s first sustainably-sourced, designed and packaged line of incontinence products for women, announced that it was named as a winner of Good Housekeeping’s 2024 Sustainable Innovation Awards. The full list of awards can be found on goodhousekeeping.com/sustainable-innovation-2024. This recognition validates Attn: Grace’s commitment to delivering  high performing, more sustainable solutions in a category that accounts for an estimated 7% of municipal solid waste in landfills each year.

The Good Housekeeping Institute experts and its panel of industry judges spent six months evaluating products and services that have embraced a “people, purpose and planet” approach to sustainability, all without sacrificing quality and transparency.

Products and services were tested first hand and winners were selected based on the combination of sustainable efforts and real-world performance, including:

• Energy, water and waste reduction
• Recycled content, recyclability and reusability of packaging
• Transparency and accuracy of marketing claims
• Corporate social responsibility efforts and goals for carbon neutrality, zero waste and more 
• Ease of use, comfort, functionality of packaging, durability and product efficacy

The Good Housekeeping Institute found that Attn: Grace offers a “super product in comparison to others in the market segment” and recognized Attn: Grace’s status as a Certified B Corp, citing it as “a testament to the [company’s] attention to environmental and social responsibility.”

Co-founder, Alexandra Fennell, says: “From the moment the idea behind Attn: Grace was born, our goal has been to provide women with high-performing products that deliver best-in-class absorption, retention, and comfort while also leaving a smaller environmental footprint than conventional drug store incontinence brands.  We’re deeply honored to be recognized by the Good Housekeeping Institute for doing exactly that. We are so proud to be proving that it is absolutely possible to design and develop products that are both exceptionally high-performing and more sustainable. And we’re even prouder to be leading this change in the incontinence space – an aspect of women’s health that has never received the kind of thoughtful attention it deserves.”