Attn: Grace, the first subscription-based, sustainable wellness brand for women as they age, secured an additional round of $900,000 in pre-seed funding.

WHO: Attn: Grace was co-founded by Mia Abbruzzese and Alexandra Fennell in June 2020 to destigmatize female aging and bring innovation to the $9.5 billion market for disposable incontinence products by offering discreet, convenient, subscription-based bladder-leakage products. The company launched a collection of sustainably sourced and designed liners, pads, and briefs to a 10,000-person waiting list this summer.

WHY: The capital will enable Attn: Grace to meet high demand, expand its product offering, scale the business, and build its growing team.

IN THEIR OWN WORDS: “We were excited to invest in Attn: Grace because of Mia and Alex’s unique focus on creating more sustainably designed wellness products and a more dignified brand for older women, a group of people too often overlooked by startups,” said Jordan Nof, Managing Partner at Tusk Venture Partners. “Starting with unique incontinence products that are sustainable and thoughtfully designed, we believe Attn: Grace will go beyond this market to help with all types of aging needs.”

Social Starts / Joyance Partners Investment Partner Holly Jacobus adds, “We’re proud to add Attn: Grace to our Health and Happiness community and support their mission to reinvent the way the world views incontinence. We see a huge opportunity in this market and their experienced team is extremely well-positioned for success.”

“When we first started meeting with investors, they either shifted uncomfortably in their seats or just tuned out entirely when we opened with urinary incontinence,” said co-founder and co-CEO Alexandra Fennell. “But the reality is that millions of Americans experience urinary incontinence regularly and are left with too little options and too much shame. Not only is there an incredible need and opportunity for a marketplace of better products, we are also on a mission to recognize and celebrate aging. It’s been incredible to see how enthusiastically women have responded not just to our products, but also the brand and our mission in such a short period of time,” she continued.

DETAILS:

• Attn: Grace secured additional pre-seed funding, bringing the total amount of funding to $2 million.
• Tusk Venture Partners led the round, joined by existing investor Precursor Ventures, and new investors Joyance Partners and Social Starts.
• The company also announced a strategic collaboration with AARP Innovation Labs, an innovation accelerator that works with start-ups and investors to discover and scale big ideas that change how aging people live. AARP Innovation Labs brings invaluable expertise in the 50+ demographic, and will work with Attn: Grace to amplify the reach of the brand’s offering and message.