After more than 35 years developing products for fashion giants like Joe Fresh and Club Monaco, Kathy Vurinaris saw a massive gap hiding in plain sight: bladder leak underwear that women would actually want to wear. Inspired by her own mother’s refusal to use disposable “adult diapers,” the Asian-Canadian entrepreneur launched SLEAKS—a Toronto-based line of washable, discreet leakproof underwear designed specifically for bladder leaks, not periods. Fresh off a headline-making appearance on Dragon’s Den, where she received three offers from the Dragons, Kathy is challenging the stigma around women’s wellness while proving that functional intimates can be innovative, stylish, and genuinely life-changing. —Noa Nichol
Bladder leaks affect millions of women, yet the category still feels strangely invisible in mainstream retail. Why do you think this conversation has been overlooked for so long?
One in 3 women suffer from bladder leaks after 40. Often starting postpartum or at perimenopause and menopause, culturally, up until this generation, women often suffered in silence. Until very recently, perimenopause was not recognized or spoken about, until celebrities like Halle Berry and Naomi Watts started to talk about it openly.
The disposable incontinence companies also do not have an incentive to innovate as our aging population is increasing by 6% annually, giving them annual organic growth reported to be about 5%.
Watching your mother reject disposable “adult diapers” became the spark for SLEAKS. What did that moment reveal to you about dignity, design, and the emotional side of women’s wellness?
I learned that many women are limiting their lives, afraid of unexpected leaks. Bladder leaks and the traditional products to support them are bulky, noisy and obvious, bringing shame and adding stigma. Women with bladder leaks not only feel shame, but also isolation, lack of confidence and dignity.
You spent decades developing products for major fashion brands like Joe Fresh and Club Monaco. How did your fashion background influence the way you approached leak-proof underwear differently from traditional medical brands?
From the beginning, we prioritized performance and comfort. I bought all my competitors’ samples, both washable and disposable. I looked on Reddit for the complaints customers had about these products and set out to design a product that addressed all the issues the other products had. I realized that the washable leakproof underwear on the market were designed for blood, not urine, and they are very different. I also really want to normalize bladder leaks, and I felt the best way to do that was to make Sleaks look like normal underwear.
Many reusable intimates on the market were originally designed for periods, not bladder leaks. What were the biggest design flaws or unmet needs you noticed in existing products?
Blood and urine are different. Urine wants to flow to the lowest point of gravity, making it more likely to leak. Also, urine has a very strong odour.
Period products are absorbent, but do not contain the liquid. Most are also made of Polyester/Nylon so they are not breathable, so are sweaty and smell once wet.
Sleaks addresses all these issues. Our waterproof pouch locks in liquid so the wearer feels dry to the touch even when wet. Our microfibre absorbent layers are anti-microbial and anti-odour. Our Bamboo body fabric is breathable, ultrasoft and cool.
Functional intimates are becoming a huge part of the wellness conversation. Why do you think women are increasingly prioritizing products that blend comfort, function, and style?
I think women are very conscious of single use hygiene products and the environmental footprint they leave. I think women are making much more conscious consumption decisions. They also want to feel pretty and feminine while they are going through the many ages and stages of their life as a woman.
There’s still a stigma around bladder leaks and menopause-related body changes. How important was it for SLEAKS to feel empowering rather than clinical?
Our bigger purpose is to transform women’s lives. We want to give women the confidence, freedom and dignity to live life on their terms again. We say Sleaks looks like your favourite pair of underwear, but performs like your secret weapon!
Appearing on Dragon’s Den and receiving three offers is a huge moment for any founder. What surprised you most about the experience behind the scenes?
Dragons Den was an amazing experience, but the surprises are not behind the scenes but in front. The Dragons are tough, but they are only human and are only experts in their very specific areas of experience. I think founders get intimidated by them, but what I quickly learned in front of them, is that I am the expert of my business. So when they asked me a question and didn’t like my answer, I pushed back. I don’t think they were used to that!
As an Asian-Canadian entrepreneur entering a category often ignored by mainstream brands, did you ever feel underestimated while building the business?
It’s been a challenge for sure. I have a trifecta of biases I face on a regular basis. Sexism, Ageism, and Racism. But I think the experience, confidence and knowledge I bring to conversations and presentations has people listening. The bigger issue is more often that men turn off as soon as they learn that I’m going to be talking about bladder leak protection!
Sustainability is a growing concern for consumers, especially with disposable wellness products. How do reusable leak-proof garments change the conversation around both waste and long-term cost?
Reusable leak-proof garments change the conversation around both waste and long-term cost significantly. Sleaks prioritized performance and comfort and have tested them in a German lab to sustain 100 machine washes and dries. If we convert a customer from single use to washable, one pair can divert almost 20kgs of non-biodegradable waste from landfill. That’s huge.
From a cost savings perspective, Sleaks is $0.49 per use. The average disposable is $1.56 per single use. People who use single use often use 2 per day, one during the day and one at night. We can save this type of customer about $750 a year.
What do you hope women feel emotionally the first time they try on a pair of SLEAKS and realize this experience doesn’t have to feel embarrassing or limiting anymore?
I hope that women feel confident, but most of all we want her to regain her independence. We want to eliminate her worry and stress about unexpected leaks and be her secret insurance policy. We want her to laugh with her girlfriends over a glass of wine, go for a longer walk and not wonder where the closest bathroom is, or go dancing with complete abandon.
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