Always Discreet® Introduces Boutique, a New Line of Beautiful Bladder Leak Underwear Offering Maximum Protection

New Always Discreet® Boutique Looks, Fits & Feels More Like Real Underwear, Giving the 1 in 3 Women with Sensitive Bladders the Pretty and Protective Underwear they Want

CINCINNATI--()--Procter & Gamble’s Always Discreet® brand, from the leading feminine protection brand in the world, Always, today introduced Always Discreet Boutique, a new groundbreaking bladder leak underwear with the look, feel, and fit of real underwear. The new Always Discreet Boutique underwear was created after talking to and learning from real women who experience bladder leaks and feel there shouldn’t have to be a tradeoff between maximum protection and a product that is made beautifully.

For decades, women have put up with bulky bladder leak underwear that looks and feels more like diapers than the pretty panties they’re used to wearing. Women tend to stash these ugly undies under the bathroom sink, because they’re not good enough for her lingerie drawer. In fact, only one out of four women currently keep bladder leak underwear in their panty drawer, but 71% of women state that they would put their bladder leak underwear in their panty drawer if it was pretty1.

Seventy-seven percent of women say wearing their current bladder leak underwear makes them feel older than they would like to feel1. They also told us that bulky bladder leak products can erode their confidence and femininity, with two in three women who’ve tried bladder leak underwear saying they avoid wearing them all together, even when they know they need them1. Today, all that is about to change.

Always Discreet Boutique is bladder leak underwear that looks flirty and fashionable, with stylish attention paid to every detail, including its beautiful and sleek packaging. Made with silky-soft fabric and curve-hugging contours that come in a rosé color with delicate lace prints, the design is inspired by fashion industry and pantone trends, with a flowery pattern that goes from the front to the back on one side. Worked on by lingerie experts and fashion designers, Always Discreet Boutique is panty drawer-worthy underwear that can be paired with a favorite bra with pride.

“For years, we have heard the frustration from women who have had to make a tradeoff between bladder leak protection or feminine underwear that makes them feel beautiful and confident,” said Deborah Brundage, Always Discreet Associate Brand Director at P&G. “We are introducing Always Discreet Boutique underwear with the feminine look and fit of real underwear and the amazing protection they need, because we believe the sexiest thing a woman can wear is confidence.”

On top of the beautiful, new design, Always Discreet Boutique also offers incredible-performing protection. Hidden inside is a super-absorbent core with unique RapidDry™ technology that absorbs leaks in seconds, OdorLock technology that helps neutralize odors instantly and continuously, and Absorbent Gel Material (AGM) that helps lock the fluid deep within the core and away from the body.

More than half of women say they feel confident when wearing a pretty bra and matching panty1, and thanks to the feminine, beautiful design of Always Discreet Boutique, women who experience bladder leaks can now pair their protective underwear with their prettiest lingerie. The sleek, black packaging even features photographs of real ladies wearing the product along with a matching bra, so women can see how the underwear look in a real-life scenario.

The Always brand has led innovations in the feminine care space for more than 30 years, from introducing pads with wings to the launch of Always Discreet, which includes liners and a range of pads that are thinner than the leading brand, and underwear that provides discretion, comfort and protection.

Always Discreet Boutique is available at retailers nationwide for the suggested retail price of $11.99 for a 12-count pack.

For additional information on Always Discreet and the new Always Discreet Boutique, please visit

Survey Methodology

1The Always Discreet Boutique Online Study was conducted by MSLGROUP Research and surveyed a total of 803 Americans. There was a nationally representative sample group of 803 females aged 18 and older. The survey was implemented between the dates of August 11, 2017 through August 16, 2017.

About Always Discreet

Always Discreet®, a unique line up of bladder leak protection from the leading brand in feminine care, offers premium liners, pads and underwear that are the perfect combination of form, function and feminine design. Always Discreet for sensitive bladders provides incredible-performing, discreet protection, with many products that feature unique technology including, RapidDry™ that absorbs leaks in seconds, Dual LeakGuards™ that help stop leaks where they happen most and OdorLock™ that neutralizes urine odors instantly and continuously. With Always Discreet, bladder leaks can feel like no big deal. Please visit for more information.

About Procter & Gamble

P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit for the latest news and information about P&G and its brands.


Procter & Gamble
Jeannie Tharrington, 513-945-4422


Procter & Gamble
Jeannie Tharrington, 513-945-4422