Let’s talk about leaks. Yep, you heard me right. Whether you’ve been through childbirth, hit the perimenopause stage, or dealt with postpartum recovery, over 1 in 2 women experience bladder leaks at some point in life. But let’s face it—the aisle hasn’t really given us anything stylish, functional, or even thoughtfully designed to address these very real life moments. Enter Hazel.
Not just another product on the shelf—Hazel is here to transform how we think about feminine care. And trust me, it’s about time.
A Game-Changer for Women Everywhere
What sets Hazel apart from the sea of bland and uninspiring feminine care products is that it actually gets you. Co-founded by Aubrey Hubbell, Hazel is all about addressing the unique needs of women navigating perimenopause, menopause, postpartum, and those awkward oh crap moments when life just happens and your body has other plans. It’s a brand born out of a need for innovation, confidence, and style—something long overlooked in an aisle dominated by underwhelming options.
And the numbers don’t lie. In just one year (from April 2024 to April 2025), Hazel’s retail footprint exploded by 681%. From regional retailers to over 1,000 doors—including Meijer, Wegmans, Save Mart, Raley’s—and now Target—it’s clear that women are hungry for something different. And Hazel is serving it up.
Premium Femme Care at Mass Scale? Yes, Please!
Say goodbye to bulky, uncomfortable, unsexy “incontinence” products and hello to ultra-thin, breathable, sleek disposable underwear that actually looks and feels like real underwear. Designed to absorb up to a bladder full, Hazel doesn’t just cover up leaks—it makes you feel good while doing it. No more dreaded diaper-feel; just pure comfort with a side of style. Whether you’re dealing with a little surprise after a laugh or a cough, or postpartum recovery, Hazel’s got you covered in a way no other product has.
Breaking the Taboo: A Cultural Shift in Femme Care
It’s 2025, and it’s high time we stop treating bladder leaks like the unspoken part of womanhood. Hazel isn’t just a product—it’s part of a larger movement to destigmatize leaks and elevate how we care for women’s evolving bodies. Bladder leaks are normal, yet so many women are still embarrassed or afraid to talk about them. That’s where Hazel comes in—leading the charge with style, confidence, and innovation.
What Hazel is doing is revolutionary: it’s changing the narrative around what it means to be a woman experiencing all the messy, beautiful, awkward, empowering stages of life.
Aubrey Hubbell: The Visionary Behind Hazel
Aubrey Hubbell is no stranger to designing products that truly serve women. Before co-founding Hazel, she worked as a Product Designer at Zola, a wedding tech company, and was on the founding teams of Rockets of Awesome (a kids fashion subscription brand) and Cricket’s Circle (a personalized baby registry and editorial resource for pregnant women and new moms). Her career has been all about understanding pain points and designing with intent. Hazel is the latest evolution of this mission—this time, focusing on the often ignored needs of women in the perimenopause, menopause, and postpartum stages.
Aubrey is on a mission: to break stigmas, spark conversations, and make every woman feel seen and supported in her body.
Why Hazel is a Must-Have
Here’s the thing—while there are plenty of products out there for bladder leaks, none of them bring the same thoughtful, stylish approach Hazel does. Let’s face it: most feminine care products have been stuck in a time warp of beige, bulky, and uninspiring designs. But Hazel flips the script with its ultra-thin, breathable underwear that actually looks and feels like real underwear. These aren’t your grandma’s pads.
It’s time we stopped being ashamed of something that affects so many of us. Hazel is all about embracing life’s real, raw moments—leaks included. And if we’re being real, everyone needs to be talking about this.
The Perfect Time to Shine: Mother’s Day + Women’s Health Week
What better time to shine a light on a product like Hazel than right now? With Mother’s Day around the corner (hello, moms in all stages of motherhood), Hazel is the perfect gift for anyone navigating postpartum life. A thoughtful, stylish way to feel comfortable, confident, and cared for during one of the most intense life stages. And, if we’re honest, it’s also a fabulous gift for women navigating the complexities of perimenopause and menopause—because, let’s be real, leaks don’t discriminate by age.
Plus, it’s Women’s Health Week (May 12-18), and Hazel is leading the conversation on how we can care for women’s health in a more open, supportive, and stylish way. Let’s be the generation that stops hiding what’s real and starts embracing it.
The Future of Femme Care is Here—and It’s Hazel
It’s clear: Hazel is about much more than just a product. It’s part of a larger shift—a cultural moment where women are reclaiming their health, their bodies, and their confidence. It’s time for products that understand us, support us, and make us feel good while doing it.
With backing from powerhouse investors like Elizabeth Edwards of H Ventures (former LPs of Procter & Gamble), and Brian Lee of BAM Ventures (Co-Founder of The Honest Company), Hazel has all the firepower it needs to continue this revolution.
Ready to step into the future of femme care? Grab a pack of Hazel and say goodbye to awkward, uncomfortable products. Welcome to the new era of stylish, functional, and supportive care—made by women, for women.
Final Verdict?
We’ll just say it—Hazel is everything.
Now go ahead and embrace those leaks, ladies. Life happens, but Hazel is here to make sure you do it with confidence, comfort, and style. What’s not to love?