Discreet Logo

Emerging from the feminine care giant Always, a subsidiary of Procter & Gamble, the Discreet brand launched in 2014. The brand came into existence as a dedicated sub-brand to cater to the needs of mature women grappling with issues like menopause and its associated complications, such as incontinence and bladder leakage.

Launched initially in the U.S., the brand debuted its maiden product line, including liners, pads, and wipes specifically engineered to manage light bladder leakage. This pioneering effort by Always made Discreet the first significant foray by the brand into the adult incontinence domain – a topic seen as sensitive yet prevalently affecting mature women.

With an uplifting and optimistic tagline, “Celebrate Womanhood. Dry Days Ahead,” Discreet aimed to foster a positive outlook towards the issue of incontinence. The brand’s initial marketing efforts focused on normalizing light bladder leakage, using empathetic messaging, and discreet packaging.

In the subsequent years, Discreet diversified its product line, introducing higher-absorbency products designed for heavy leakage and overnight protection. Further branching out, the brand expanded into more specialized areas, such as sweat protection pads and stylish underwear equipped with built-in leakage-absorption.

By strategically coupling discretion with confidence, Discreet successfully destigmatized the struggles associated with incontinence. Today, Discreet boasts one of the most comprehensive product ranges in incontinence care while continuing to be a significant part of Always’s portfolio of feminine care brands.