Attn: Grace, the female-founded, Certified B Corp. revolutionizing the $20 billion incontinence category, announces $2 million in new funding to fuel further growth. Led by For Later, the oversubscribed round also saw participation from Flybridge, as well as existing investors, including Kapor Capital, Portfolia, Ingeborg Investments and Commonwealth. This announcement comes on the heels of Attn: Grace’s May launch in nearly 1600 Walmart Supercenters nationwide, as well as on Walmart.com and Target.com.

Bill Maffie, at For Later, notes: “We invest in companies which, among other attributes, must meet two non-negotiable criteria: First, the business must solve an actual problem; and second, it must be led by diligent, uncompromising founders. Alex and Mia are building a company that addresses a real need with a product that is vastly superior to the market’s current offering. They are thorough, grounded and keenly analytical founders who are building a business whose products improve the lives of their customers. We are proud to be among the investors supporting Attn: Grace and look forward to helping them pursue their vision.”

This latest funding secured by Attn: Grace, as well as its recent launch into national big-box retail, speaks to the growing demand for more natural, high-performing solutions in this category. “We’re thrilled to secure this additional investment and to continue expanding the impact we’re having in the incontinence care market,” says co-founder, Mia Abbruzzese. Added her co-founder, Alex Fennell, “[W]e hear stories from our customers every day about the difference our products are making in their day to day routines, and ultimately in their overall quality of life. We’re incredibly excited to continue driving our mission forward and increasing access to solutions that don’t force women to compromise on comfort, performance or their larger values.”

From a regulatory perspective, there are almost 1700 chemicals that have been banned or restricted from use in personal care products by the European Union. Many of these chemicals are still used in conventional personal care products sold in the U.S., including many conventional incontinence products. “We’re careful to exclude these and other questionable chemicals from our supply chain, bringing a new standard of clean care to the category,” explainesFennell.

Attn: Grace replaces petroleum with renewable, plant-based materials, while cutting down on pollution and minimizing their environmental impact. The company’s products are also made in Certified 100% Carbon Neutral factories and without fragrance, dyes, chlorine, BPA, latex, VOC’s, phthalates and parabens. Everything that comes in contact with the user’s skin is made from safe, gentle, plant-based materials. The benefit for end users is dramatic, many of whom have been struggling for years, not just with bladder leaks, but with painful skin irritation that can be caused by the petroleum, bleaches, dyes and other harsh chemicals used in conventional products.

Looking ahead, Attn: Grace aims to further expand its distribution network and reach a wider audience of women seeking reliable, skin-safe, and more eco-friendly incontinence care. At the same time, co-founders Fennell and Abbruzzese also recognize that the need for meaningful change in the incontinence category goes beyond simply offering better products. Despite the fact that 50% of adult women experience urinary incontinence, it remains a highly stigmatized condition that often triggers shame, anxiety, social isolation and a myriad of other health challenges. Notes Fennell, “We’re long overdue for an honest, informed conversation around this condition. Women navigating life with bladder leaks need to know that they aren’t alone, and they need to be supported in finding the care options that are best for them. It’s my hope that, as an emerging leader in this category, Attn: Grace can continue to evolve this larger conversation.”