NorthShore's GoSupreme Max Redefines Adult Incontinence Care

GREEN OAKS, Ill. – October 28, 2026 — "My mom does not leak. She floods." That candid description from a customer of NorthShore Adult Diapers encapsulates a daily—and nightly—struggle for millions of families managing heavy incontinence. It is a reality that often involves interrupted sleep, endless laundry, and significant physical and emotional strain. Now, NorthShore is aiming to change that narrative with the launch of its GoSupreme Max, the first-ever pull-up style adult underwear engineered to hold up to three full bladder releases and provide up to 10 hours of overnight protection.

The launch addresses a critical, yet historically underserved, segment of the consumer healthcare market. While store shelves are dominated by ultra-thin products designed for light drips and dribbles, the reality of incontinence for many older adults and individuals with chronic conditions is far more severe. By bringing clinical-grade absorbency to a dignified, pull-on silhouette, the new product is challenging industry norms and offering a lifeline to both users and their exhausted caregivers.

Beyond the Thinness Race

For years, the adult incontinence category has been locked in a race toward discretion. Mainstream retail brands have fiercely competed on the premise that thinner is inherently better, marketing ultra-discreet pads and underwear for light bladder leakage (LBL)—the occasional drip associated with a cough, sneeze, or laugh. However, market data and consumer research reveal a stark disconnect between what is available on the shelf and what consumers actually require.

The global adult incontinence products market, estimated at $16.4 billion in 2024, is projected to surge to over $25 billion by 2033, driven largely by an aging population and increased prevalence of chronic health conditions. Yet, a significant portion of this demographic is not properly served by mass-market solutions. According to a 2026 national survey conducted by PDG Insights and commissioned by NorthShore, 74% of all incontinence product buyers report that their leaks go far beyond mere drips and dribbles. Furthermore, 73% of buyers lack confidence that their current products will actually stop leaks.

This lack of confidence leads to counterproductive consumer behaviors. The survey found that 56% of nighttime users regularly or occasionally "double up" by wearing more than one product at once in a desperate attempt to feel secure. Industry analysts and healthcare professionals note that doubling up is highly ineffective. Absorbent products feature waterproof backings designed to stop liquid; when stacked, the top product simply pools moisture against the skin, drastically raising the risk of leaks and severe skin irritation.

"GoSupreme Max changes what a pull-up can do," said Adam J. Greenberg, founder and CEO of NorthShore. "While store-brand products prioritize thin and discreet, we prioritize trust and confidence."

Engineering for the Heaviest Leaks

Designing a pull-up that can survive the night requires moving beyond standard laboratory metrics. In the incontinence industry, the ISO 11948-1 standard, commonly known as the Rothwell method, is widely used to measure the total absorption capacity of disposable products. However, this test measures the theoretical maximum amount of liquid a product can hold when fully submerged, which often overestimates real-world performance. Actual working absorbency is typically only 30 to 50 percent of the ISO total, as factors like body weight pressure, sleeping posture, and the rapid flow rate of urination significantly impact a product's ability to perform.

To bridge the gap between theoretical capacity and practical nighttime protection, NorthShore engineered the GoSupreme Max around its Multi-Void Protection (MVP) core technology. Rather than just holding static liquid, the MVP core is designed to handle multiple rapid fluid releases. It functions similarly to a built-in booster pad, utilizing advanced super-absorbent polymers to quickly pull liquid away from the skin and lock it deep within the core, maintaining a dry surface even after repeated wettings.

The physical architecture of the underwear has also been completely overhauled to address the physics of nighttime leaks. When users are asleep for hours, gravity pulls fluid toward the sides and back, making standard leg openings a primary failure point. To combat this, GoSupreme Max features dual elastic leak guards that are 50% taller than those found on standard pull-up underwear. These guards mimic the height and security of heavy-duty, tab-style clinical diapers, providing a critical barrier for side sleepers. Additionally, an extra-long contoured lining ensures comprehensive front-to-back coverage, accommodating both urinary and bowel incontinence.

The Caregiver Sleep Crisis and Skin Health

The technological advancements of the GoSupreme Max extend far beyond the wearer; they directly impact the health and well-being of family caregivers. Nighttime incontinence is a primary driver of caregiver burnout. The unpredictability of leaks forces caregivers to endure fragmented sleep, waking multiple times a night to change soiled bedding, clothing, and the individual's incontinence product. Over time, this chronic sleep deprivation leads to increased stress, weakened immune systems, and severe emotional exhaustion.

Furthermore, inadequate overnight protection poses severe medical risks to the wearer, most notably Incontinence-Associated Dermatitis (IAD). Geriatric nurses and wound care specialists emphasize that prolonged exposure to the moisture and pH imbalances of urine and feces causes painful inflammation, skin peeling, and a high susceptibility to secondary fungal and bacterial infections. Preventing IAD requires high-quality products that aggressively wick moisture away from the epidermis and maintain a dry microclimate.

By offering up to 10 hours of reliable protection, high-capacity products dramatically reduce the need for middle-of-the-night interventions. This allows both the care recipient and the caregiver to achieve restorative, uninterrupted sleep. The difference is palpable for families managing these challenges daily. As one NorthShore customer, Joan, noted regarding her husband's care: "Excellent fit, quality, and above all, it protects him from overnight leakage. I finally found a product that works all night!"

Dignity in Design

Perhaps the most significant barrier in incontinence management is the psychological toll. Transitioning from regular underwear to absorbent products is an emotional hurdle for many adults, deeply intertwined with feelings of lost autonomy and aging. For this reason, pull-up style underwear is overwhelmingly preferred by consumers. In the PDG survey, 62% of nighttime users indicated they wear pull-ups because they closely mimic the look and feel of traditional undergarments.

However, until now, individuals with heavy bladder leaks who required guaranteed overnight protection were frequently forced to abandon pull-ups in favor of tab-style adult diapers. While highly effective, tab-style briefs carry a clinical stigma that many users find distressing. The GoSupreme Max bridges this crucial gap, embedding clinical-grade capacity into the dignified, familiar silhouette of a pull-up.

"For many people, especially older adults, a pull-up feels more dignified," Greenberg explained. "It feels like regular underwear. Nobody should have to give that up to get a good night's sleep."

By prioritizing performance without sacrificing dignity, the incontinence industry is slowly shifting to meet the actual, unvarnished needs of its consumers. GoSupreme Max is currently available in Medium, Large, and X-Large sizes, with 2XL and 3XL options slated for release in early 2027. As the aging population continues to grow, innovations that seamlessly blend high-tech material science with empathetic, human-centered design will be paramount in ensuring that adults can navigate the challenges of incontinence with the confidence and freedom they deserve.