# Because

> Because is a California personal-care company built around a neglected but enormous need: discreet, better-fitting incontinence products for older adults and caregivers. It began online with subscriptions, used direct customer conversations to improve products and recommend the right fit, and then carried that data advantage into Amazon and national retail. The company says it has served more than one million customers and now sells through Walmart, CVS, Walgreens, and Target as well as its own site.

- **Founded:** 2017
- **Headquarters:** Palo Alto, United States
- **Founders:** Alexi Suvacioglu (CEO and Co-Founder), Luca Gualco (President and Co-Founder)
- **Team size:** Fewer than 25 employees as reported in April 2026; LinkedIn lists an 11-50 employee range.
- **Products:** Incontinence underwear, Pads, guards and booster pads, Skincare, Supplements and wellness, Fit guidance and subscription delivery
- **Notable:** Sold more than 50 million products to over 60,000 customers within its first two years, according to a 2019 Forbes profile., Grew to more than one million customers nationwide, according to company materials published in 2026., Reached broad U.S. retail distribution across Walmart, CVS, Walgreens and Target by April 2026.

## Products & services

- **Incontinence underwear** — Gender-specific disposable underwear in maximum, overnight and sensitive-skin versions, including products the company says absorb up to six cups.
- **Pads, guards and booster pads** — Bladder-control pads and inserts, including booster pads designed to add up to four cups of absorbency to other protective underwear.
- **Skincare** — Cleansing wipes and skin-care products created for the needs of older skin and incontinence care.
- **Supplements and wellness** — A broader older-adult wellness assortment that has included bladder-control, multivitamin and related supplements.
- **Fit guidance and subscription delivery** — An online quiz, human support and configurable deliveries designed to match absorbency, size and usage frequency.

## Achievements

- Sold more than 50 million products to over 60,000 customers within its first two years, according to a 2019 Forbes profile.
- Grew to more than one million customers nationwide, according to company materials published in 2026.
- Reached broad U.S. retail distribution across Walmart, CVS, Walgreens and Target by April 2026.
- Reported an 80% repeat-purchase rate in its April 2026 retail announcement.
- Its booster pads became the top-selling booster pad on Amazon, according to the company's April 2026 announcement.
- Named an Inc. Best in Business honoree in 2022 and an Inc. Best Workplace in 2025.
- Built U.S.-made bladder-protection products through carbon-neutral manufacturing facilities.

## Latest updates

- **2024-08** — Because described using AI to analyze more than 7,000 customer calls each week and turn conversations into product and service insights.
- **2025-04** — Because launched its booster pads in select Walmart stores nationwide, extending its move from online subscriptions into physical retail.
- **2025-05** — Company data records a debt-financing event; the amount and lender were not publicly disclosed in the supplied record.
- **2025** — Inc. recognized Because as a Best Workplace.
- **2026-04** — Walgreens and Target distribution completed a four-chain rollout alongside Walmart and CVS.
- **2026-05** — Because published a machine-readable brand-facts page listing current products, policies, partners and retail availability.

## Links

- Website: https://becausemarket.com
- LinkedIn: https://www.linkedin.com/company/becausemarket
- Twitter/X: https://twitter.com/becausemarket
- Instagram: https://www.instagram.com/becausemarket/
- Facebook: https://www.facebook.com/BecauseMarket/

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Profile page: https://yespress.io/because
Published by YesPress — https://yespress.io
Last updated: 2026-08-20