Cora, a modern women’s wellness brand whose products includes natural and organic tampons, pad, and other personal care items, has expanded their innovative portfolio to include pads and liners for light bladder leaks made with organic cotton, patent-pending absorption technology and sleek design. Cora’s new product line for bladder leaks disrupts the antiquated yet massive $2.3 billion incontinence market¹ that has historically offered no health-conscious solutions and has exclusively focused on targeting seniors.

Consistent with its brand standards, Cora’s pads and liners for light bladder leaks are made with organic cotton and are free of the most egregious chemicals and toxins found in conventional incontinence products. Cora marries health-conscious materials, performance-focused engineering, and human-centered design to address the needs and desires of the modern woman.

For decades, the feminine care industry has marketed incontinence and light bladder leakage to seniors when, in fact, it heavily impacts women in their thirties and forties. The focus on age as a determining factor in bladder performance has, consequently, created a feeling of embarrassment around an issue that’s incredibly common for a younger population. Cora is working to break this pattern by speaking directly to younger women and shedding light on the topic.

“Cora has relentlessly questioned traditional women’s personal care and seized opportunities to innovate, particularly in categories where both products and notions of womanhood are antiquated and out of touch,” says Molly Hayward, co-founder at Cora. “Bladder leakage among women in their 30s and 40s is an issue no brand has addressed, so Cora took a bold new perspective through a woman-led design process to create a product that is finally anatomically correct and technically modern.”

Finding a lack of relevant consumer insight on the topic, Cora’s conducted a survey of 1000 women between the ages of 30 and 50, discussing their experience with light bladder leaks. 

The survey revealed:

• No one’s talking about it: 89% of women are more likely to share relationship issues, body image fears and taboo lifestyle habits like drinking or drug use than talk about bladder leakage
• It’s a daunting postnatal issue: 45% of mothers said that having bladder leakage was worse for them after having a baby than healing from childbirth
• Current products target seniors: 73% of women feel that today’s bladder leakage products are designed just for seniors
• Misconception that the only option is period pads: Two thirds of women think traditional period pads are the best bet for protecting against light bladder leaks, and almost one third of women are too embarrassed to seek out more appropriate incontinence products

Inspired by in-depth research with its customers, Cora’s new liner for light bladder leaks rethinks the design of traditional pads with a first-of-its-kind fan shape and ultra-absorbent pod at the front of the liner to give women more coverage where leaks actually happen.

Cora’s omni-channel business model allows women to shop both at traditional retail as well as direct subscription in the comfort of their homes. Cora’s pads and liners for light bladder leaks can be purchased at Cora.life, Target and Amazon.