TENA Tackles Taboo with Washable Boxers for Men

PHILADELPHIA, PA – March 23, 2026 – Global hygiene and health company Essity has unveiled a new product under its leading TENA brand aimed at tackling one of men's most silently endured health issues: light bladder leakage. The US launch of TENA Men's Washable Protective Boxers marks a significant step in destigmatizing male incontinence by offering a solution that prioritizes discretion, comfort, and the appearance of everyday apparel.

For millions of American men who experience light drips and leaks, the available solutions have often felt like a compromise, forcing a choice between confidence and bulky, clinical-feeling products. This new offering challenges that paradigm with a reusable boxer brief designed to be indistinguishable from standard underwear, yet engineered with advanced protective technology.

A Quiet Revolution in Men's Dignity

Male urinary incontinence, while common, remains a deeply personal and often hidden struggle. Affecting as many as one in 20 men over the age of 18 and a higher percentage of those over 60, the condition is frequently linked to prostate issues, surgery, or other health factors. The psychological toll, however, can be just as significant as the physical symptoms, leading to embarrassment, social withdrawal, and a diminished quality of life. The stigma associated with "adult diapers" has long been a barrier to men seeking or using protective products.

TENA's new washable boxers directly confront this stigma. By embedding protection within a familiar and stylish garment, the company aims to restore a sense of normalcy and confidence. The design focuses on eliminating the visual and sensory cues of traditional incontinence aids.

"This launch reflects our commitment to supporting men with solutions that prioritize dignity, comfort and performance," said Hazel Villarreal, Marketing Director for TENA North America, in a statement. "With our new washable boxers, men no longer have to choose between protection and wearing underwear that feels normal. It's about helping them feel confident and supported in their everyday lives." This approach acknowledges that for many users, the emotional benefit of a discreet product is as crucial as its functional performance.

Advanced Technology Meets Everyday Comfort

The innovation behind the TENA Men's Washable Protective Boxers lies in a sophisticated, multi-layered protective pouch seamlessly integrated into the garment. While the exterior is a soft, breathable blend of 96% organic cotton and 4% elastane, the built-in pouch is a high-tech system designed for reliable performance.

This system features four distinct layers working in concert. A quick-dry top layer sits against the skin, wicking away moisture immediately to maintain a feeling of dryness and comfort. Beneath this are dual absorption layers, engineered with advanced textile technology to capture and lock away liquid in seconds. Finally, a waterproof barrier layer ensures that any liquid is securely contained, preventing leaks and protecting outer clothing. The entire pouch is designed to be slim and flexible, remaining invisible under trousers or shorts.

This combination of form and function moves the product category away from purely medical devices and into the realm of functional apparel, where performance is expected without sacrificing style or comfort.

Tapping into a Growing Male Wellness Market

The launch is a strategic move by Essity, capitalizing on a rapidly expanding market for male incontinence products. The global market was valued at over USD 7.5 billion in 2024 and is projected to climb to nearly USD 13.4 billion by 2035. This growth is fueled by an aging population in North America and Europe, rising awareness of men's health issues, and a greater willingness among men to seek solutions for conditions once considered taboo.

North America represents the largest share of this market, making it a critical region for innovation. TENA's new product enters a competitive landscape that includes disposable protective underwear from brands like Depend and its own existing product lines, as well as emerging players in the reusable space like Confitex. By focusing on a high-quality, reusable boxer brief, TENA is carving out a distinct niche that blends medical-grade protection with the lifestyle appeal of the burgeoning male wellness industry. This sector has seen a surge in products tailored specifically to men's needs, from skincare to mental health, and now, discreet personal care.

The Sustainable Choice: Reusability and Long-Term Value

Beyond discretion and performance, the TENA boxers introduce a powerful argument for sustainability and cost-effectiveness. The product is rated to be washable and reusable up to 100 times when laundered at 104°F, a feature that directly addresses growing consumer demand for environmentally responsible products.

The market for reusable incontinence products is itself a significant and growing segment, projected to expand from approximately USD 5.3 billion in 2024 to over USD 10 billion by 2034. This trend reflects a broader shift in consumer behavior away from single-use items. For the individual user, the benefits are twofold. Environmentally, a single pair of washable boxers can replace hundreds of disposable pads or briefs over its lifespan, drastically reducing landfill waste.

Economically, the long-term value is compelling. While the initial investment in reusable underwear is higher than a single pack of disposables, the cost savings accumulate significantly over time, making it a financially prudent choice for managing a chronic condition. This dual appeal of eco-consciousness and financial savings positions the product to resonate with a wide demographic of modern consumers who weigh sustainability and long-term value in their purchasing decisions. The boxers, available exclusively online in a range of sizes, represent a forward-thinking approach to personal care, where efficacy, dignity, and environmental responsibility are no longer mutually exclusive.