Attn: Grace is a technology company.
Attn: Grace has raised $1.9M across 2 funding rounds.
Attn: Grace has raised $1.9M in total across 2 funding rounds.
Attn: Grace has raised $1.9M in total across 2 funding rounds.
Attn: Grace's investors include Social Starts, Golden Seeds, XFactor Ventures, Diane Hessan.
Attn: Grace is a female-founded personal care company specializing in high-performance, skin-safe incontinence products for women, addressing a common yet stigmatized issue affecting half of adult women.[1][2][4] It designs sustainable solutions using plant-based ingredients, upcycled sugarcane waste, and CO2-neutral manufacturing, earning B Corp certification in March 2022 with an impact score of 102.8—double the median for ordinary businesses.[1][2][6] The company serves women experiencing age-related bladder changes through absorbent pads, wipes, and skincare, available via subscription, Walmart (1,574 stores since May 2023), Target.com, and its website, tackling discomfort, irritation, and environmental waste in a market projected to hit $27.1 billion globally by 2029.[2][5][6] Growth includes venture funding rounds totaling under $5 million, Fast Company recognition as a Most Innovative Company, and rapid retail expansion.[4][5]
Attn: Grace was founded in 2020 by married co-CEOs Mia Abbruzzese and Alex Fennell in Boston, Massachusetts, after Abbruzzese noticed her mother struggling with inadequate incontinence products.[2][4][5] Abbruzzese, an entrepreneur who previously launched and sold children's footwear brand Morgan & Milo, teamed up with Fennell, her patent attorney wife and former IP litigator, driven by personal experience raising four kids and a mission to create skin-safe, sustainable alternatives.[2][5] They self-funded initially, raised a friends-and-family round, then secured venture capital just before launch, overcoming manufacturing challenges to produce disposables without dyes, chlorine bleaches, or excess waste.[2][5] Early traction came from innovative marketing and product performance, leading to national retail deals and B Corp status, humanizing incontinence to destigmatize women's aging.[1][2][3]
Attn: Grace rides the wave of femtech and clean beauty convergence with incontinence care, leveraging cutting-edge material science for plant-based innovations in a $27.1 billion market ripe for disruption from CPG giants.[2][6] Timing aligns with rising demand for sustainable, high-performing disposables amid climate awareness and women's health destigmatization, as B Corps like Attn: Grace score high on environmental metrics (e.g., 8.6/10 in toxin reduction).[1][2] Favorable forces include retail giants like Walmart and Target validating its model, plus consumer shifts toward ethical brands—pushing the industry toward cleaner standards.[2][3] It influences the ecosystem by normalizing underserved women's health issues, inspiring femtech peers, and proving small teams (<25 employees) can scale impact through grit and innovation.[3][4][5]
Attn: Grace is poised to expand its retail footprint and product line (e.g., more absorbents, skincare), capitalizing on market growth to $27 billion while leading sustainability mandates.[2][3] Trends like femtech investment, clean-label demands, and aging populations will propel it, potentially evolving into a full women's aging platform—destigmatizing bladder care and beyond.[3][5][6] As retail validation builds momentum, expect deeper ecosystem influence, pressuring competitors to match its performance and planet-friendly ethos, fulfilling its founding vision.
Attn: Grace has raised $1.9M across 2 funding rounds. Most recently, it raised $900K Seed in December 2020.
| Date | Round | Lead Investors | Other Investors |
|---|---|---|---|
| Dec 1, 2020 | $900K Seed | Social Starts | |
| Jun 1, 2020 | $1.0M Seed | Golden Seeds, Social Starts, XFactor Ventures, Diane Hessan |