Willow

Willow is a company specializing in stylish, affordable incontinence underwear, offering a blend of comfort, confidence, and leak-free protection. Catering to a demographic that seeks both functionality and style, their products are discreetly delivered, enhancing user privacy and convenience. Founded in 2018, Willow was acquired by Because in 2020, integrating into a larger mission of becoming the leading trusted brand for older adults, fostering independent and vibrant living.

The company operates within multiple industries, including E-Commerce, Fashion, Health and Wellness, Medical Devices, and Retail. Headquartered in the United States, Willow secured a $2.50M Seed Round investment on July 31, 2018, with backing from notable investors such as FirstMark, Founders Fund, Two River, Wildcat Capital Management, Oscar Salazar, and Brian Levy. This foundation signifies a robust initial interest and support, positioning Willow to innovate and expand in its market niche.