Hazel is redefining the $15B incontinence category — one of the last unchallenged consumer duopolies, long dominated by P&G and Kimberly-Clark. Like Harry’s took on Gillette, Hazel is bringing true product and design innovation to a space that hasn’t changed in over 50 years.
The High & Dry Brief is the first disposable brief for bladder leaks built from a first-principles standpoint — combining novel materials, proprietary polymers, and custom manufacturing. Its patent-pending core absorbs up to 200x its weight, dries 3x faster than leading brands, and is wrapped in ultra-soft, breathable fabric designed for comfort, discretion, and all-day wear.
Hazel made its retail debut in 2024 with Meijer, a top 10 U.S. mass retailer. In under a year, the brand expanded from 129 to 1,200+ doors, with a national Target rollout launching in April. Hazel is expanding the total addressable market by attracting women who have historically avoided the incontinence aisle — transforming both the shelf and the consumer base.