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RiteAid Launches Veeda Urinary Incontinence, The First-Ever Eco-Conscious Incontinence Product Line


The line extension offers affordable, natural, nontoxic personal care products that protect all people today, tomorrow and in the future


November 1, 2020

RiteAid Launches Veeda Urinary Incontinence, The First-Ever Eco-Conscious Incontinence Product Line


The line extension offers affordable, natural, nontoxic personal care products that protect all people today, tomorrow and in the future


November 1, 2020

Choosing natural, chemical-free incontinence care products shouldn’t be complicated. That’s why Veeda, known for their commitment to transparency, and has expanded their affordably priced, premium natural period care line to include Veeda Urinary Incontinence. This innovative line of eco-friendly products gives consumers dealing with bladder leaks discreet protection, comfort and security to restore confidence in everyday life while being kind to our earth.


“Our plant-based incontinence essentials are priced competitively in the market to rival the synthetic, and less healthy options out there,” said Angela Fajardo, Naturalena’s Vice President of Brand and Marketing. “Veeda Incontinence offers ultra-absorbent urinary incontinence protection made with pure, natural ingredients from renewable resources. We’re especially excited about this launch as Naturalena continues to innovate and create products that provide peace of mind and are kind to the planet through every stage of life.” 


Veeda Incontinence products by Naturalena Brands were developed with the latest incontinence technology for maximum efficacy, including a Flash Dry Topsheet with Cool Touch Technology and Absorbent Channel Technology. The Flash Dry Technology Topsheet contains moisture wick layers to keep wetness away from the skin to ensure premium absorbency without irritation; Absorbent Channel Technology keeps moisture locked away. The technology behind Veeda Incontinence is synergistic with Veeda Feminine care and Happy Little Camper, bringing the same affordable yet premium support to the whole family. Fajardo said, “where our competitors have chosen to repackage period products as incontinence, our team recognized blood and urine absorb differently, and so we chose to innovate the white space in the marketplace instead, with products designed specifically FOR incontinence issues.”


Naturalena Brands is the parent company to Happy Little Camper, natural, nontoxic, sustainable baby care essentials that offer performance at an affordable price, and Veeda, a plant-based feminine care line offering natural tampons, pads, and liners.To ensure people everywhere never have to compromise on safety and performance, Naturalena extended the Veeda line to include plant based, ultra-absorbent adult incontinence line of products all designed to protect their dignity, health and the planet. Veeda Incontinence offers affordable, natural, nontoxic personal care products that protect all people today, tomorrow and in the future.


Veeda Incontinence is launching in Rite Aid stores November 2020, with availability on Amazon.com andwww.veedatrusted.com. For more information on the complete women’s, men’s, and unisex product lines ranging from $4.99-19.99, please visitwww.veedatrusted.com.


About Naturalena Brands


At Naturalena we believe safety is paramount. That’s why we’re committed to delivering natural, high quality personal care essentials—that are accessible and affordable for all.  Our brands, Happy Little Camper, our all natural and earth-friendly diapers and wipes and Veeda, our plant-based feminine care and incontinence line, offer best in class products that delight customers with premium quality and affordable pricing. Naturalena’s natural, personal care products harness best-in-class manufacturing technologies to achieve affordable, effective, safe and sustainable products that you can feel good about. Naturalena places people and the planet first with safe and sustainable quality personal care essentials at a value. Mom, actress, and entrepreneur Hilary Duff joined the Naturalena Brands Family in 2019 as Happy Little Camper and Veeda’s Chief Brand Officer, where she will serve an integral role in product innovation, creative design, and building brand recognition and overall strategy. Happy Little Camper and Veeda products are available for purchase at retailers and grocery  and  drug stores in over 30 countries and numerous online platforms. To learn more please visit happylittlecamperbaby.com, veedausa.com, veedatrusted.com, and naturalenabrands.com.