Jane Feddersen

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About the Author

Jane Feddersen

Jane is a former DI student-athlete and lifelong health enthusiast. Since graduating from College of Charleston where she played both indoor & beach volleyball, Jane’s spent the last four years building her marketing career with experience in project and partner management. Outside of work, her nutrition certification, dog, travel and yoga flows keep her busy.

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Because Market Review – Are the Incontinence Pads & Underwear Legit?

In this Article

In this Article

Jane Feddersen

Over 25 million people in America today — including half of all women over 50 — suffer from incontinence. Like hearing loss or erectile dysfunction, those who start to lose bladder control seldom feel comfortable talking about it. Thus many don’t learn about the full range of incontinence products out there, and to complicate matters further, the person buying the diaper or pad often isn’t the one using it, so the gap between what is and what exists is often tremendous.


In this article, we’ll review Because Market, a company on a mission to simplify the incontinence journey. They offer an easy-to-navigate online marketplace where you can discreetly order (and put on reorder!) top-notch incontinence underwear, pads, and more for those who can’t always hold it in.


Why was the incontinence market ripe for change?


One of the biggest problems plaguing the industry was marketing. “Adult diapers” conjures up a helpless image of dependency that many aging adults find off-putting or even downright humiliating, delaying research and/or adoption until absolutely necessary.


Separately, the social taboo around wetting the bed and related issues makes many consumers too uncomfortable shopping for those products in public, much less talking to others about them. All in all, it suffices to say that traditional incontinence products weren’t designed with the end-user’s dignity in mind.


Luckily this is changing rapidly with a new breed of startups like Because Market who’ve leveraged advancements in absorbent materials to raise the bar and increase access to higher-quality products. The end result is a more modern, wearable, and discrete set of incontinence wear that promotes an active, more mobile, and more confident lifestyle.


For years, our loved ones have suffered in silence or worse — become housebound or reclusive — trying to conceal embarrassing leaks and accidents. Because Market’s new-age incontinence products promise to help them take back some control of their life. Let’s dive into what exactly make Because Market’s product unique and offer on becausemarket.com.


What does Because Market offer? 


Because Market offers a variety of products for both men and women who struggle with incontinence. By partnering with urologists at Stanford Medical Center, they have designed their own proprietary leak-proof  underwear and pads made from cutting edge materials that can be worn comfortably and invisible under clothes. Customers can also find urinary health medicines, hemp oils, and supplements.


With monthly subscriptions, Because spares consumers the hassle (and awkwardness) of going to the store after wetting the bed. With a wide range of discreet products available tailored around different fits and requirements, people who suffer from incontinence — as well as any caretakers stuck dealing with the mess — can be given a new lease on life.


Because Market’s Incontinence Products for Women


As incontinence affects half of all women over 50, they can benefit from bladder protection in the form of pads and underwear for use during night or day.




1. Leak-proof underwear


Because Market offers women a choice between the following leak-proof underwear options:


  • Because Premium Underwear (Maximum)
  • Because Premium Underwear (Overnight)
  • Willow By Because (Moderate/ Maximum). 


Because’s underwear is designed to fit discreetly underneath your clothes, unlike many traditional brands of adult diapers which are hard not to notice. They are made from an uber-absorbent material that’s surprisingly breathable despite offering maximum protection against leaks and moisture. We’ll dive into each option a bit more in-depth below:


Because Premium Underwear (Maximum)


Sizes range from 28 inches – 70 inches and come in S – XXL. These Maximum pads are manufactured with advanced absorption material, leak guards, and odor protection. They are comfortable, streamlined and discreet, and promise to hold up to 4 cups of liquid, so they’re suitable for those who happen to release a lot of liquid at once.


They can be purchased as a one-off at $0.77 per piece, or as part of a monthly subscription for $0.65 apiece.


Source: Because Market


Because Premium Underwear (Overnight)


These underwear are similar to the Maximum, but are made for overnight wear so that they can hold up to 6 cups of liquid. Available as a one-off at $0.91 per piece, or as part of a monthly subscription for $0.77 apiece.


Willow By Because (Moderate/ Maximum)


The Willow is very thin underwear that is made for more discretion and appears just like regular underwear. These discrete pants are suitable for both urine and fecal incontinence, and come with “ultimate odor protection.” Sizes range from 28-62 inches. These are geared towards those who tend to leak slowly and are suitable for light fecal incontinence.


These come available as a one-off at $0.89 per piece, or as part of a monthly subscription for $0.75 each.


Source: Willow by Because Market


2. Because Booster


Beyond just leak-proof underwear, Because also offers a Booster recommended for use with the protective undergarments listed above. This pad-like “booster” is suitable to absorb 4 additional cups of liquid, providing extra protection to stay dry throughout the night or when traveling due to the additional absorption they offer. While Because’ pads provide a stand-alone solution, the company recommends Boosters with their protective underwear as they can absorb any extra liquid when they become too full.


Boosters are available at $0.50 a piece or $0.42 apiece as part of a monthly subscription. 


3. Because’s incontinence pads for women


Because Market also sells absorbent pads for women who don’t need or want a full diaper, but want a layer of protection to bolster their regular undergarments  — just in case. They have an adhesive to stick to consumers’ underwear to avoid slipping and bunching when walking around. These Bladder Control Premium Pads come in Moderate, Overnight, or Maximum absorption varieties. Additionally, the pads come individually wrapped, which makes them easy to carry and transport.


Because’s pads offer the best bladder protection available on the market, at least as far as we’ve seen with a fast-acting gel that neutralizes odor and pulls the liquid away from the body. Here’s a breakdown of the three types of pads available on Because Market:




The moderate pad is 11 inches and can absorb about 1 cup of water. They are available in Regular size and can be purchased for $0.30 each, or as part of a monthly subscription for $0.25 apiece.




The Maximum is suitable for heavier requirements and is larger at 14 inches, and can hold about 2 cups of water. It retails at $0.39 per piece or $0.33 per piece as part of a monthly subscription.




The overnight, as you might expect, is larger at 16 inches and can hold about 3 cups of water. It retails at $0.48 per piece or $0.41 per piece as part of a monthly subscription.



What incontinence products does Because Market’s offer men?


Because Market provides a range of products for men with varying degrees of bladder control. These come as a range of underwear options or securely fitting and discreet guards for the most active fellas.


Because’ premium leak-proof underwear for men comes with Maximum, Overnight, and Willow options. These are similar to their offerings for women, but designed specifically with a man’s shape and lifestyle in mind.



1. Because’s incontinence underwear for men





Maximum is designed to fit comfortably and has a shaped core so that they are discrete and not visible through clothes. This underwear can absorb up to 4 cups. S to XXL size is suitable for 28 inches – 70 inches and retail at $0.77 (one-off purchase) or $0.65 (monthly subscription).




Overnight come with Because underwear’s absorbable gel technology and comfortable fit, but can hold around 6 cups. They come in the same size as the Maximum and cost $0.91 per piece or $0.77 apiece with a monthly subscription.


Willow underwear for men


The Willow — Because Market’s propriety underwear brand that’s suitable for both liquid and fecal incontinence — is available in either white or black material and comes with ultra absorption, odor protection, and lock-in leak-proof materials. This underwear retails at $0.89 per piece or $0.75 with a subscription.


Guards for Men (Maximum)


With fast absorbing locks for liquid and odor, strong adhesive strips, and side leak barriers, these guards can be used with regular underwear and are perfect for more mobile and active users. They are invisible while wearing clothes, 12 inches long, and can hold up to 2 cups of liquid. Available at $0.31 per piece or $0.26 per piece via subscription.




2. Bed Protectors


Because also offers a range of bed protectors that are suitable for beds, couches, car seats, or chairs. Once again, these provide great comfort and are soft against the skin, with a waterproof under layer to protect upholstery and mattresses. These 23″ x 36″ pads come with different absorbency levels: Light, Moderate and Maximum.





Light bed protectors come in packs of 20 that cost $14.15 or $11.99 per monthly subscription.




Moderate bed protectors come in packs of 20 that cost $17.96 or $14.99 per monthly subscription.




Maximum bed protectors come in packs of 10 and cost $23.59 or $19.99 per monthly subscription.



3. Urinary Health Bundle


Other related items that Because sells are medications that can help with associated problems of incontinence. Urinary Tract Infections (UTIs) can affect those with incontinence, so these pills come with 1000mg of D-Mannose per serving to promote the urinary tract’s natural defenses and help prevent UTIs.


Source: Because Market


Additionally, for women, they also offer Because Feminine Probiotic Support, which helps flush the urinary tract and balances the vaginal microbiome.



4. Because Market’s Additional Products


Additional associated products that Because Market offers are as follows:



Skincare wipes, creams for irritated skin, protective creams, and cleaning solutions.


Supplements and Oral Care

There is a wide range of supplements available, with probiotic support, Omega 3 supplements, Multivitamins, mouthwashes, liquid cleaners, dental adhesives, and more.


Hemp and CBD Products

Hemp and CBD have found prominence of late as a natural treatment for a range of ailments from pain management to anxiety and sleep assistance. Because Market offers its users a wide range of solutions for problems associated with the aging process and more.



How to purchase from BecauseMarket.com:


Because Market offers a few ways for consumers to purchase items.


Sign up for their free trial


Consumers can fill out a questionnaire and receive a sample pack with a few options to try out that fit their needs. The trial is free, but consumers must pay a $2.99 shipping fee — thus not 100% free, but basically.


One important point to note about the trial is that you MUST cancel if you don’t want to begin a subscription. When researching these products, we found several customers who complained that they had not read the terms and conditions, and after their trial, they received products and charges to their card. While this is made clear in the T&C, consumers should take note that the trial of the product automatically signs users up for a subscription, so if they are unhappy with their product or do not wish to carry on, they should contact Because Market and cancel their subscription asap.


Shop their online incontinence marketplace


Because Market offers consumers an option to make one-off purchases of their items. For purchases over $15, shipping comes free. Shipping is sent by FedEx SmartPost and DHL all across the US (except Alaska and Hawaii) and takes roughly 3 to 7 business days. Deliveries can be tracked.


Subscribe and save on recurring deliveries 


Monthly subscription options are available for consumers to have a selection of items delivered regularly to their door. These purchases come at a discounted rate, so if you are happy with the products, they can be set up to be charged monthly on a credit card.



What’s Because Market’s refund policy?


Because Market offers a 30-day money-back guarantee for their products, so if you are not happy with your purchase you can return them for full refund.



How much does Because Market incontinence underwear cost?


Because Market is not only selling an improved  incontinence wear that’s more reliable and less noticeable, they are also less expensive than traditional brands in the grocery story and/or pharmacy. Use the chart below to compare Because Market to a few popular traditional brands to see how much you can save.

Because Market vs Depend vs Tranquility vs Reassure

Variety of forms and fitsLargely diapers
Cost (underwear)$0.65 with a subscription$0.71 per pair$1.82 per pair$12.99 – $2
Cost (pads)$0.25 with a subscription$0.45 per pair$0.87 per pair$0.25 per pad
Reusable / DisposableDisposableDisposableBoth options offeredDisposable

Best Incontinence Underwear for Women: Because vs Willow vs Thinx vs ModiBodi


Of course, when it comes to leak-proof underwear for women, there’s more than one modern brand on the market. While Thinx and Modibodi are best known for their period-proof panties, their absorbent underwear and pads are worth considering for incontinence as well. We compare modern leak-proof underwear brands below: Because vs Willow vs Thinx vs Modibodi.

D2C Incontinence Brands for Women

Cost$0.65 – $0.89 per piece$0.91 per piece$30$25 – $35
Different colors2 – black and white3 – black, sand and greyOver 72 – black and red
Sizes28 – 70 inches28 – 62 inches24 – 42 inches22 – 48 inches


Online Incontinence Marketplaces: Because Market vs Attends vs Vitality Medical vs Tena


Because Market was neither the first, and probably won’t be the last, online incontinence marketplace. Old-school players such as Vitality Medical and widely-distributed adult diaper brands like Attends and Tena all have been online for some time. Here’s how Because stacks up to these better-known incontinence market incumbents:

Best Online Incontinence Marketplaces

Offers Subscription?
Focuses exclusively on incontinence?

Because Market Reviews: What are customers saying? 


Overall the online reviews about Because Market are overwhelmingly positive. Many customers express gratitude for quality products, and the Willow brand of underwear appears to be the biggest fan favorite.






The Verdict: Is Because Market the best place to buy incontinence products online?  


Because Market is putting a modern spin on the age-old market for incontinence products. They offer customers a decent variety of products to serve a wide range of leaks in all conditions. They are affordable and allow you to save even more by buying in bulk and/or subscribing to put recurring shipments on autopilot.


Depending on your or your loved one’s situation, they offer pads and underwear that can absorb anywhere between 1-6 cups, with booster pads that can be worn at night or on the move to soak up even more. 


Their discreet delivery service is complemented by total discretion when wearing these products. The sleek, lightweight design is made so that you can feel comfortable and unselfconscious as you walk around or spend time with friends and family.


Overall we love Because Market’s mission to modernize an over-stigmatized condition. We especially recommend Willow, their proprietary brand of leak-proof underwear and pads that leverage modern material science to help you absorb unwanted moisture without letting it interfere with your life. With a 30-day money-back guarantee and a $2.95 free trial, you have nothing to lose giving Because Market’s products a shot today. Check it out, and if you or a loved one ends up using  them, let us know about your experience in the comments below.


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About the Author

Jane Feddersen

Jane is a former DI student-athlete and lifelong health enthusiast. Since graduating from College of Charleston where she played both indoor & beach volleyball, Jane’s spent the last four years building her marketing career with experience in project and partner management. Outside of work, her nutrition certification, dog, travel and yoga flows keep her busy.

Learn more
Jane Feddersen

Jane Feddersen

Jane is a former DI student-athlete and lifelong health enthusiast. Since graduating from College of Charleston where she played both indoor & beach volleyball, Jane’s spent the last four years building her marketing career with experience in project and partner management. Outside of work, her nutrition certification, dog, travel and yoga flows keep her busy.

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