American personal care brand Attn: Grace earns B Corp certification

Incontinence impacts roughly half of women over 50 and represents a massive $10 billion dollar industry that is ripe for change. Conventional incontinence products use petroleum-based top sheets that are treated with chlorine bleach and embellished with synthetic dyes and fragrances. These ingredients cause varying degrees of skin irritation for many women who use them, ranging from mild discomfort to painful irritation, rashes, and swollen, inflamed skin. They have also been flagged as potential endocrine disruptors.

Attn: Grace launched in 2020 with a line of skin-safe, sustainably sourced, designed and packaged incontinence products for women, replacing petroleum and other harsh chemicals with gentle, renewable, plant-based materials. The result is a product that provides superior absorbency and unparalleled comfort, while minimising the environmental impact of a single-use disposable. Attn: Grace products are also free of fragrance, dyes, chlorine, BPA, latex, VOC’s, phthalates and parabens, ensuring that everything that comes into contact with the user’s skin is made from safe, gentle, organic materials, the company said in a media release.

Co-founder Mia Abbruzzese said: “There has been amazing innovation around cleaner, greener beauty and femcare in recent years, and we’re excited to bring that to an audience that really hasn't experienced it yet because they've historically been so overlooked. With a female-led R&D team and our best-in-class partners, we’re raising the bar.”

Attn: Grace joins over 4,000 certified B Corps to date, selected from more than 60,000 applicants across 150 different industries and 74 countries.

Attn: Grace also recently scored a spot on Fast Company’s list of the ‘World’s Most Innovative Companies of 2022’.

Co-founder, Alexandra Fennell said: “We’re proud to be improving women’s quality of life in really fundamental ways that impact her every single day and to be pushing the boundaries of sustainable innovation in a space that generates immense amounts of waste. Our team is excited to use these most recent milestones as part of a larger framework against which we’ll continue to measure our progress towards our larger, longer term goals.”

Fibre2Fashion News Desk (KD)