Improvia brings comfort and dignity to incontinence care

SAN DIEGO — For most entrepreneurs, innovation begins with spotting a market gap. For twin brothers Ben and Mendy, it began with caregiving for an older relative during COVID. Chain Drug Review caught up with them on the floor of NACDS TSE 2025.

As they struggled to manage the excessive cost and environmental impact of disposable incontinence products, they realized the existing options were failing both patients and caregivers. “We were spending so much money on disposables, filling up the landfill,” Mendy recalled. “Everything on the market was either disposable plastic or washable hospital pads that weren’t designed with the person in mind.”

From Caregiving to Entrepreneurship

In 2020, newly aware of the shortcomings of existing products, the brothers began experimenting. What followed was a relentless cycle of prototyping — more than 100 versions in all — before they settled on a design that combined absorbency, comfort, and durability.

By 2021, they launched Improvia, bringing washable, eco-friendly incontinence pads to market through Amazon, Walmart.com, and other major online platforms. “We put it online, listened to real feedback, and kept improving,” said Ben.

That focus on iteration quickly paid off. In just a few years, Improvia sold over $35 million worth of products, building a loyal customer base of caregivers and families who praised the pads for their comfort and long lifespan.

The Improvia washable underpads come in a variety of sizes.

Redefining a “Stale” Category

The incontinence aisle, long dominated by disposables and hospital-grade reusables, has seen little innovation. Everything looks the same, said Ben; vinyl, black and white packaging, products that crinkle at night and trap heat. “We wanted to create something more human, more dignified.”

Improvia’s washable pads are designed to look and feel different. Available in multiple sizes, styles, and colors, they are durable enough to last hundreds of washes yet priced to be affordable. The design not only reduces waste and long-term costs but also helps to remove the stigma associated with incontinence. “If you see someone carrying this, you wouldn't immediately connect it to that,” said Ben.

Building a Sustainable Business

Unlike startups chasing overnight virality, Improvia’s growth has been steady and deliberate. “There was no virality, no spikes in our chart. Just steady day-by-day growth. Nothing happened overnight,” said Ben. “We’ve built this by focusing on one thing and doing it well.”

That discipline extended to resisting the temptation to expand too fast. While industry voices encouraged the brothers to branch into diapers, creams, or adjacent categories, they stayed committed to refining their core product.

“This is part of how we got to where we got, is that we did not let ourselves get distracted. We met someone literally three years ago. They said, 'Oh, you've got to start making diapers; you've got to start making creams.' I said, maybe one day we'll get there. One thing at a time,” says Ben.

AARP Caregiving Report Sets the Context

The company’s mission aligns closely with findings presented at the NACDS Total Store Expo during the special session “Harnessing the Economic Power of Family Caregivers and Older Adults – Opportunities for Retailers and CPGs.” The discussion, led by AARP executives and retail leaders, drew on the newly released Caregiving in the U.S. 2025 report, which highlights the sharp rise in both the number and intensity of family caregivers.

According to the study, 63 million Americans, nearly one in four adults, provide complex, often unsupported care. The strain is significant: nearly half face financial impacts, one in five rate their health as fair or poor, and workplace disruptions are common.

Panelists emphasized the urgent need for retailers and brands to address these challenges through product innovation, enhanced accessibility, and a focus on dignity. “Caregivers and older adults aren’t just a demographic — they are a powerful source of loyalty and growth,” said AARP’s Rita Choula, Senior Director of Caregiving.

Improvia as a Solution

Improvia’s washable incontinence pads address these needs directly. By offering a product that saves families money, reduces waste, and improves comfort, the startup addresses the caregiving pressures outlined in the AARP report. For the “sandwich generation” balancing children and aging parents, or for those navigating financial strain, a long-lasting, affordable solution makes a tangible difference.

Ben emphasized the importance of dignity in caregiving. “These are everyday people — someone’s mother, someone’s father. Proper care prevents bigger health problems like bedsores. Our goal is to give caregivers the best tools to take care of loved ones, while also protecting the planet and saving money.”

Beyond E-Commerce: Moving Into Retail

With a leading market share across online platforms, Improvia is now expanding into retail. At NACDS TSE 2025, the twins came to meet retailers and establish connections to get their products on the shelves.

The timing, they say, is right. With the baby boomer generation aging, eco-consciousness on the rise, and inflation pushing families to seek cost-effective alternatives, washable pads represent both a financial and environmental win. “Retailers are looking for innovation in a category that has seen none,” said Ben.

A Product for Every Stage of Life

Though born from incontinence care, Improvia’s pads have found uses far beyond. Families use them for potty training, kids who wet the bed, adults with light incontinence, and even pets. “It’s a household product,” Ben said. “Something people can use in different cycles of life.”

By centering design on dignity, sustainability, and practicality, Improvia reflects the very shift AARP experts described at TSE: treating caregivers and older adults not just as a market segment, but as vital drivers of long-term growth and community impact.