Featured Founder: August 2022

ATTN: Grace

Executive Summary:

• Attn: Grace (read as Attention to Grace) is a B2C business that sells urinary incontinence and female hygiene products. The business is a public benefit corporation and was initially incorporated in 2017.

• Their mission:

  • “At Attn: Grace, we believe in a world where women are seen and celebrated as we age, that personal care should actually be personal; and that while our needs may change over time, our standards only get higher.” [Source: Attn: Grace via Republic]

• Their Value Proposition

  • Attn: Grace has developed a patented CLN Design™ technology to create the first-ever line of liners, pads, briefs, and wipes that replace the plastics, petroleum, and other toxins found in conventional products with a green PE (polyethylene) made from gentle, upcycled sugar cane waste. [Source: Attn: Grace via Republic]

• Why we like Attn: Grace:

  • This bio-based, skin-safe line of women's incontinence products solves a problem that we feel is overlooked and that our New Majority investors will see as an underserved market in need of an elegant solution

  • Launched national distribution in 2020 with a 10K person waiting list

  • 71K packages of Pads and Briefs sold via their website and Amazon

  • 5X’d revenue in 2021 to over $800k for the year [Source: Attn: Grace financial statements via Republic pg 40/Founder’s note via Republic]

  • Over $700k in revenue in the first 6 months of 2022 [Source: Attn: Grace financial statements via Republic pg 40/Founder’s note via Republic]

  • Differentiated positioning from incumbents like Depends in a category set to grow by >40% by 2027 [Source: Attn: Grace via Republic]

  • Nationwide retail launch by Q4 2022; Targeting 3-5K houses reached through direct shipping by 2023

  • As seen in Fast Company, TechCrunch, Business Insider, Forbes, and Goop [Source: Attn: Grace via Republic]