Key Sentence:
- Hot flashes and insomnia are two of the most common side effects of menopause.
- However, there are many others, including bladder control disorders.
But to date, few personal hygiene startups bladder Control Disorders have addressed such issues, reflecting the public’s lack of interest in older women. The new Hazel now wants to address this indifference with disposable underwear that can handle leaks and look great under leggings. In other words, he sees the problems older women face while recognizing them as real people.
“This is a greater opportunity to change the conversation about what it means to be a woman at this point in your life. And to do so in a way that suits a long underserved group,” said Co-Founder Aubrey Hubble.
Hazel is part of a recent wave of startups targeting postmenopausal women. Despite its $600 billion potential, the market has long been neglected. This is also true as more and more femtech startups appear, primarily targeting young women with products like ovulation monitoring. Now a new generation of companies, like Caria. Which has apps that help women learn about and manage symptoms, are trying to tackle the largely untapped menopause market.
Hubbell and co-founder Steven Cruz spent two years developing the product.
Hubble, who has experience in product development and consumer research, has spent six to nine months interviewing thousands of women in focus groups, one-on-one, and research. His initial goal was to learn more about his experience and point out an unmet need he and Cruz could address.
As he began to dig deeper, bladder control problems resurfaced. Women can use traditional adult diapers, but these are bulky and uncomfortable. And they are often embarrassed by the problem. “Products on the market are very out of date based on stereotypes about who people are,” says Hubble. “It’s a way not only to build a better brand, but also to make life better.”
Hubbell and Cruz then turned to product development. Working with fashion designers and materialists. The goal was to create what looked like ordinary underwear but could handle what Hubble calls a “full bladder” of fluid. Much of the development work is also designing the right packaging to convey the right message, from size to exterior color.