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Maggie Seibel, M.A.
Mental Health Writer
Maggie Seibel, M.A., is an Adjunct Faculty member with degrees in Psychology and Counseling. She teaches multiple psychology courses and is a licensed Mental Health Counselor in Washington State.
For millions of Americans grappling with incontinence, finding the perfect balance between effectiveness and discretion is crucial.1 Whether you’re a senior craving comfort or a caregiver seeking reliable solutions, the quest for top-notch, leak-proof, skin-friendly products can feel daunting. In our digital era, direct-to-consumer brands offer convenience by delivering these essentials straight to your door. Among them, Because Market shines—or strives to—with its subscription model that targets both incontinence protection and personal wellness.
Our expert team dedicated over 100 hours to thoroughly researching and testing Because Market’s offerings. We scrutinized everything from absorbency and comfort to pricing and customer service options. Our mission? To equip you with an authoritative guide packed with actionable tips and insightful comparisons against competitors. Whether you’re eyeing a one-time purchase or considering a recurring subscription, dive into our data-driven analysis for informed decision-making made easy.
“When you find a product that delivers discreet protection and comfort, you not only regain control of your day but reclaim your confidence.” – Pro Tip from our testing team
Company Overview & Background
Founded in 2017 by entrepreneurs Alexi Suvacioglu and Luca Gualco, Because Market emerged as a response to the often-stigmatized process of purchasing incontinence products in-store.2 Their mission is to offer a discreet, high‑quality, and convenient alternative for those who need reliable bladder protection without the embarrassment or hassle of traditional retail channels.
Because Market operates on a direct‑to‑consumer subscription model, ensuring that essential personal care items—including incontinence underwear, pads, skincare products, supplements, and even mobility aids—are delivered directly to your door in discreet packaging. Notably, many of these products are FSA/HSA‑eligible, adding an extra layer of convenience for consumers looking to use pre‑tax dollars for medical necessities.
Because Market
Key highlights of the company include:
Direct‑to‑Consumer Model: Minimizes markups and offers competitive pricing.
Discreet Delivery: Products are packaged without overt branding to protect customer privacy.
Sustainability Initiatives: Produced in a carbon‑neutral facility and using green technology, with certifications such as PEFC.
Subscription Flexibility: Options to subscribe, skip, or cancel orders at any time with no hidden fees.
Because Market’s promise is to combine high‑performance products with a seamless, customer‑focused shopping experience. However, as with any direct‑to‑consumer service, it’s important to weigh both the strengths and challenges—especially when subscription models sometimes lead to aggressive sales tactics and cancellation hurdles.
Product Range & Categories
Because Market’s product portfolio is broad, with a core focus on incontinence solutions and additional offerings in personal care, supplements, mobility, and at‑home testing. Below is an in‑depth look at each category:
1
Bladder Protection
Incontinence Underwear: Because Market is best known for its leak‑proof incontinence underwear, available in two main styles:
Pull‑Up Underwear: Designed for both men and women, these products are hypoallergenic, latex‑free, and engineered for discreet wear under clothing.
Tabbed Briefs: Unisex briefs that offer a secure fit with adjustable tabs, ensuring ease of removal and re‑fastening for those with limited mobility.
Pads, Guards, & Boosters:
Women’s Pads: Offered in moderate (1 cup), maximum (2 cups), and overnight (3 cups) absorbency levels.
Men’s Guards: Typically designed for maximum (2 cups) absorbency.
Absorbency Boosters: Unisex options that add extra capacity (up to an additional 4 cups) for severe leakage.
Bed Protectors: Available in two sizes (23″ x 36″ and 30″ x 36″), designed for maximum absorbency.
Our hands‑on liquid‑volume stress tests indicate that many of these products can exceed the company’s recommended absorbency limits—often holding up to 4.5 cups of fluid without leakage.
Because Market also offers products to care for the skin and overall hygiene, which are crucial for users of incontinence products to prevent irritation and discomfort.
Wipes: pH‑balanced and flushable, designed to clean and refresh without causing irritation.3
Skincare Products: Including barrier creams, soothing skin creams, and cleansing sprays that help prevent incontinence‑associated dermatitis.4
Disposal & Odor Removal: Biodegradable disposal bags, odor‑removing sprays, and adult diaper disposal systems ensure that any mess is contained discreetly.
3
Supplements
Beyond incontinence protection, the brand has expanded into personal health:
Vitamins & Multivitamins: For example, a women’s multivitamin available as a 60‑capsule, one‑month supply for around $19.99.
Specialty Supplements: Including joint support, omega‑3, UTI health supplements, and even CBD‑infused products—all aimed at improving overall health.
Bundle Savings: Subscription bundles that combine several supplements (e.g., the “Because Aging Well Bundle”) offer significant savings compared to individual purchases.
4
Mobility & At‑Home Testing
While not as extensive as their incontinence line, Because Market’s offerings here include:
Mobility Aids: Such as rollators, canes, and raised toilet seats, all designed to improve daily living for seniors.
At‑Home Testing Kits: In partnership with imaware labs, they offer affordable tests for key health biomarkers (e.g., heart health, vitamin D levels, thyroid function) with results delivered online within seven days.
For those seeking comprehensive care, Because Market offers curated bundles:
Personal Care Bundles: Combining wipes, barrier creams, and cleansing sprays.
Supplement Bundles: Such as the “Because Rest Easy Bundle” for joint and sleep support, and the “Because Women’s Essential Bundle” for UTI health and multivitamins.
Value Proposition: Bundles are priced competitively, offering a discount over the sum of individual product prices, especially when combined with the subscription discount.
Methodology & Hands‑On Testing
Our evaluation of Because Market was rooted in both rigorous research and hands‑on product testing. Here’s how we did it:
Research Process: Our team combed through multiple sources—including Sitejabber, BBB, Innerbody’s own research, and independent consumer reviews—to gather qualitative and quantitative data on product performance, pricing, and customer service. We also compared Because Market against leading brands like Depend, Tena, Tranquility, and NorthShore Care Supply.
Hands‑On Testing: We conducted liquid‑volume stress tests on key products such as the Premium Maximum Plus Underwear (both men’s and women’s) and the Premium Pads. Our testing protocol involved applying incremental amounts of fluid (simulating urine) until the product’s recommended capacity was exceeded. Testers spanning a wide age range (from their 20s to their 50s) provided feedback on comfort, fit, noise (or silence), and discretion under clothing.
Expert Review: All findings were vetted by members of our Medical Review Board. We ensured that our methods met up‑to‑date health standards and that the products were evaluated in realistic scenarios.
Key Metrics: • Absorbency: Measured in cups (with most products rated for 4–6 cups). • Comfort & Fit: Rated on a scale based on user feedback regarding skin sensitivity and discreetness under everyday clothing. • Cost Effectiveness: Analyzed by comparing per‑unit costs, subscription discounts, and shipping fees.
Pricing, Subscription, and Value Analysis
Because Market’s pricing structure is a critical part of its value proposition. While the products are not always the cheapest on the market, the combination of competitive pricing, subscription discounts, and FSA/HSA eligibility makes them attractive for many users.
Pricing Details
One-Time Purchases: • For instance, a one‑time purchase of 20 pieces of Premium Maximum Plus Underwear for Women in a small/medium size costs approximately $16.00. The same product in size XL can cost around $20.66, reflecting slight pricing differences based on sizing.
Subscription Model: • The “Subscribe & Save” option offers a 10% discount on each order. • New subscribers can benefit from an introductory offer of 40% off their first subscription order through our affiliate links. • Subscriptions ensure that you never run out of critical supplies, with the added convenience of discreet, regular delivery.
Shipping & Additional Costs
Shipping: • Free shipping on orders over $25. • Standard shipping is $2.99 if you do not meet the free shipping threshold. • Orders to Alaska or Hawaii incur an additional fee of $12.99.
FSA/HSA Eligibility: • Most incontinence products carry an FSA/HSA‑eligible label, which can provide further financial relief when using pre‑tax dollars for medical expenses.
Value Proposition Comparison
When compared with well‑known brands like Depend, Tena, and Prevail, Because Market’s products are priced similarly but offer added benefits:
Convenience: Direct delivery eliminates the need for in‑store shopping and the associated embarrassment.
Product Performance: Our tests show that many products exceed their stated absorbency, offering peace of mind for users.
Subscription Savings: The recurring discount can significantly lower overall costs for regular users.
Because Market’s customer service has generated mixed feedback among consumers. While many customers praise the discreet packaging and product quality, others have expressed frustration with aggressive subscription tactics and difficulties with cancellations.5
Positive Feedback
Several customers have highlighted:
Discreet Delivery: Products arrive in plain, unbranded packaging that protects user privacy.
Product Quality: Many users, like Hope T. from Ohio, note that the pads and underwear are comfortable, highly absorbent, and nearly invisible under clothing.
Convenient Subscriptions: For some, the recurring delivery model ensures they never run out of essential items.
“Mom using the Because pads has been wonderful. They provide exceptional comfort and absorbency, making them my pad of choice.” – Hope T., Ohio
Critical Feedback
Conversely, negative reviews have pointed out issues such as:
Aggressive Subscription Tactics: Multiple customers report that they were charged for full‑month products before receiving the trial pack, with cancellation processes described as convoluted and customer service responses as generic.
Difficult Cancellations: Several reviews note that cancelling recurring orders is challenging, with some users stating that the online dashboard is not intuitive. One reviewer from New Jersey recounted having to contact customer service multiple times before achieving cancellation.
Inconsistent Customer Support: Complaints about long wait times, automated responses, and unhelpful representatives are recurring themes on platforms like Sitejabber and BBB.
“Horrible customer service and shady practices. I was charged for a full month before getting a trial pack, and cancelling my subscription was an absolute nightmare.” – Keisha W., Critical Review, October 2024
Analysis
While product performance in terms of absorbency and comfort generally receives high marks, customer service remains a point of contention. This duality is essential for potential buyers to consider: if you value product quality and discreet delivery, Because Market may still be worth it—but be prepared to manage your subscription actively and confirm cancellation requests promptly.
Competitor Comparison
It’s important to position Because Market within the broader landscape of incontinence and personal care brands. Here’s how it compares with some key competitors:
Major Competitors:
Depend, Tena, and Prevail: These brands have long been trusted names in the incontinence space. Generally, they offer competitive pricing and a variety of product options. However, they are typically sold through third‑party retailers, which may not provide the same level of discreet delivery as Because Market.
NorthShore Care Supply & Tranquility: Both brands sell directly to consumers. NorthShore offers a similarly flexible subscription service, while Tranquility’s products are renowned for their high absorbency—but often at a higher price point.
In summary, while Because Market excels in discreet delivery and product performance, its subscription process and customer service issues make it less appealing for those unwilling to manage their recurring orders meticulously.
Expert Insights & Pro Tips
To help you navigate your decision further, here are some expert insights and practical tips:
Expert Insights
Dr. Andrea Michaels, Urologist: “For patients who require reliable incontinence solutions, product performance is paramount. Because Market’s incontinence underwear consistently exceeds the absorbency claims made on its packaging, which is critical for preventing leaks during extended use.6 However, the subscription model can be a double‑edged sword if not managed carefully.”
Customer Care Specialist Insight: “Many of our users have found the subscription service extremely convenient—if you keep a close eye on your account. Our advice is to sign up as a guest if you’re testing out the products, and then later create an account to manage recurring orders once you’re sure you’re satisfied.”
Pro Tips for a Smooth Experience
1
Always Sign In First
Before adding items to your cart, ensure that you are signed in. Our testing revealed that items added as a guest might be cleared upon signing in during checkout, leading to frustration.
2
Monitor Your Subscription
Set a reminder to review your subscription details each month. Because Market’s dashboard can be confusing, proactively check that your delivery schedule matches your needs.
3
Document Cancellation Requests
If you decide to cancel, immediately save confirmation emails and take screenshots. This helps in case of any discrepancies with future orders or disputes regarding charges.
4
Leverage Offers
Utilize affiliate links that offer 40% off your first subscription. This initial discount can significantly reduce your upfront costs, making it easier to try out the products without a large commitment.
5
Try the Starter Pack
Because Market offers a trial starter pack for as little as $2.99. This is a low‑risk way to experience the product quality firsthand before committing to a subscription.
6
Customer Service Escalation
If you face issues, insist on speaking with a supervisor or document every communication. While some customers have experienced delays, persistence often leads to resolution.
Overall Verdict & Recommendations
After conducting extensive research, hands‑on testing, and reviewing thousands of customer experiences, our overall rating for Because Market is 4.25 out of 5. Here’s what we found:
Strenghths
High Product Performance: The incontinence underwear and pads not only meet but often exceed their stated absorbency levels. Testers report a secure, comfortable, and nearly invisible fit under everyday clothing.
Convenient Direct‑to‑Consumer Model: The subscription service ensures you never run out of essential products. Discreet packaging is a significant plus for users who value privacy.
Competitive Pricing & Savings: When compared with traditional retailers and other direct‑to‑consumer brands, Because Market offers competitive prices. The subscription discounts (10% recurring, 40% first order via our affiliate links) add tangible savings.
Sustainability Focus: The company’s commitment to sustainability—operating from a carbon‑neutral facility and using eco‑friendly production methods—resonates with environmentally conscious consumers.
Weaknesses
Customer Service Challenges: Several reviews highlight aggressive subscription tactics and difficulties canceling orders. The dashboard interface for managing orders can be confusing and is a common source of frustration.
Mixed User Experience: While many users praise product quality, a significant number of critical reviews focus on billing issues and unresponsive customer support, especially among elderly customers.
Who Should Buy Because Market Products?
Ideal for Users Who: • Value high‑performance, discreet incontinence products • Are comfortable managing a subscription service • Appreciate the convenience of home delivery and the FSA/HSA‑eligible benefits • Seek sustainable, skin‑friendly products and are willing to pay a competitive price for premium quality
Who Might Consider Alternatives: • Users who are extremely sensitive to customer service issues or who have difficulty navigating online subscription management7 • Those looking for a more traditional retail experience with potentially simpler cancellation policies
Final Recommendation: If you need dependable incontinence protection and are willing to invest a little extra time managing your subscription, Because Market is a strong contender. The product quality is excellent, and the convenience of home delivery is unmatched. However, be proactive in managing your account and cancellation requests to avoid any unwanted shipments. For new users, we highly recommend taking advantage of the affiliate offer for 40% off your first subscription order.
Take 40% Off Your First Subscription
Experience discreet, high‑quality incontinence solutions delivered directly to your door.
Log in to your Because Market account via the dashboard. Note that if you add items to your cart as a guest and then sign in later, those items might be cleared. For cancellation, follow the instructions carefully and keep all correspondence as proof.
What is the return policy?
Returns are accepted only if products are in new, unopened condition. Customers are responsible for return shipping costs. It is essential to document any cancellation requests with confirmation emails.
How are the products sized and fitted?
Sizing details are provided on each product page. We recommend measuring your waist and hips and consulting the detailed size charts. A good fit is essential for both comfort and effectiveness.
What shipping options are available?
Orders over $25 qualify for free shipping. Otherwise, standard shipping is $2.99, with an additional charge of $12.99 for Alaska and Hawaii.
Are the products FSA/HSA‑eligible?
Yes, most incontinence products offered by Because Market are FSA/HSA‑eligible, helping you save on out‑of‑pocket expenses.
How we reviewed this article:
Our experts vigilantly monitor the domain of health and wellness, promptly refreshing our articles with the latest discoveries. Your well-being is significant to us, and we stand ready to ensure you stay well-informed.
April 6, 2025
Current Version
April 6, 2025
April 6, 2025
Written By Maggie Seibel, M.A. Edited By Suzanne Briggs Medically Reviewed By Robin M Voigt-Zuwala, PhD Copy Edited By Jun Xu
April 6, 2025
At Body Freedom, we rely solely on top-tier sources, such as peer-reviewed studies, to bolster the veracity of our content. Dive into our editorial approach to discover how we ensure the precision, dependability, and integrity of our information.
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