About
Hazel is bringing innovation to the $13B incontinence space for the first time in over 50 years
with their patent-pending super chic, disposable brief. Hazel assembled a team of renowned
material scientists to develop new fibers a novel super absorber, novel manufacturing process,
novel fabric, and novel packaging to create a premium product that looks and feels like
underwear and absorbs 3x faster than Depends.
The incontinence category has a greater LTV than razors, baby formula, or hair loss, combined,
with an average annual spend of $750 to $3,000, making it the last massive category ready for
disruption in the retail aisle.