Hubbell realized the gap in the market after initiating frank conversations with women who felt not only embarrassed to talk about their incontinence issues but also dismayed by the lack of products and services to deal with it. “These were super stylish successful women and it’s something that was on their minds constantly,” says Hubbell. “We knew we had an opportunity to develop a product where the bar was just so low.
There are, says Lauren Stewart, MD, assistant professor in Obstetrics and Gynecology and Urology and director of female pelvic medicine and reconstructive surgery at NYU Langone, two types of incontinence: stress incontinence and urge incontinence. The former is leakage of urine during activity like coughing, laughing, sneezing or exercise.
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