17. Jude

Sustainability Award Shortlisted

In recognition of a sustainability leader that prioritises the health of the planet as part of its company mission.

Startups 100: Sustainability Award

Founders: Peony Li
Year founded: 2021
Website: wearejude.com

In a 2022 survey, 56% of UK adult women said their health issues had been ignored by healthcare professionals. The gender pain gap has left millions to suffer in silence – including an estimated 41% who suffer from urinary incontinence.

For years, these women have been told their bladder weakness or propensity for infections is a normal part of ageing, or even a consequence of childbirth. Say ‘hey’ to Jude, the startup on a mission to break the toilet taboo with its range of bladder health supplements.

Tired of the legacy brands like Tena and Always monopolising bladder care, Jude is giving the sector a much-needed refresh. It’s replacing the outdated containment products, such as adult diapers and pads, with science-backed, clinically-tested natural supplements.

The business has even designed a free national bladder care support hotline, in partnership with medical experts and GPs

Containing all-natural ingredients like pumpkin seed extract and soy germ extract, Jude’s products don’t require a prescription. In fact, the business has even designed a free national bladder care support hotline, in partnership with medical experts and GPs.

Claiming to reduce daily urinary leaks by 79% and nighttime wees by 39%, Jude says it has already served 13,000 happy customers. But its impact goes further than sales figures. Jude has also built a community of 4,000 women who engage regularly with its educational content, group pelvic floor exercise sessions, and ‘No Judgement Jude’ discussion groups.

In an industry built on disposability, Jude is also a force for environmental change. Alongside its main product line, the company also sells liners and pads, every layer of which is made from bamboo. All wrappers are made from corn starch and are 100% degradable within 100 days, while its recyclable boxes are made using wood pulp.

Jude has future ambitions to help male-specific bladder issues, such as those linked to prostate health.

Currently targeting those suffering from overactive bladders and stress incontinence, Li (who was previously head of operations at femtech, Daye) has future ambitions to help male-specific bladder issues, such as those linked to prostate health.

In the short-term, the goal is US expansion. In September 2023, Jude announced £3.36m in a seed financing round to take its supplements stateside, adding to an Innovate UK grant of £400,000.

Having already supported thousands of women in managing their urologic conditions, Jude is about to help a heck a lot of more. Looking for a top bladder startup that’s disrupting an outdated area of health in 2024? Look for Jude.