Our Story
Underwear that lets you forget you're wearing it.
Rose-Anne was built for women over 60 — because getting older shouldn't mean giving up feeling like yourself.
It started with my mother. Watching her quietly decline invitations, skip long car rides, and stop laughing quite so freely — all because of leaks she never talked about — was the moment I knew something had to change.
We looked at what already existed: pads that shifted, bulky briefs that looked nothing like real underwear, and "solutions" designed more for hospitals than for daily life. None of it treated women with the dignity they deserved.
So we built Rose-Anne from the inside out — starting with a four-layer system that actually works, then shaping it into something that looks and feels like the underwear you'd choose anyway. No compromises, no diagrams, no shame.
Today, thousands of women over 60 wear Rose-Anne every day without a second thought. That's the whole point — you shouldn't have to think about it at all. And if the fit isn't quite right, we'll make it right, free of charge.
— The Rose-Anne Team
How we got here
Our journey so far
The idea
After 18 months of prototypes, the first four-layer design that finally felt like real underwear.
OEKO-TEX certified
Independently tested and certified free of PFAS and 100+ other harmful substances.
5,000+ women strong
Word of mouth between mothers, sisters and friends became our biggest source of new customers.
Still listening
Every new colour, size and style starts with a note from a customer.
What we stand for
Our values
Safety first
Zero PFAS, OEKO-TEX certified, and tested to the same standard we'd want for our own families.
Dignity, always
Designed to look and feel like the underwear you already love — never like a medical device.
Made to last
One pair replaces hundreds of disposables — better for you, and for what comes after.
Ready to try it for yourself?
30-day risk-free guarantee. Free discreet shipping.
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