A Discreet New Product for Fecal Incontinence

Kelly Brezoczky never dreamed she’d someday become an expert on adult incontinence. A former marketing executive at Procter & Gamble, she’d worked with personal-care products for the company’s Always brand. After she left P&G, she worked as a pharmaceutical consultant and learned more about accidental bowel leakage (ABL), a condition that affects an estimated 30 million U.S. adults but one few talk about.

Brezoczky went to work with her husband, Thomas, and two former P&G colleagues to develop a product for ABL: a butterfly-shaped liner with adhesive that absorbs leakage. “I felt compelled to make a difference,” she says. Butterfly, as the product is called, has been a success since manufacturing started in August 2013. By last January, boxes of Butterfly were in all U.S. Target stores; the product was in 2,800 Walmarts by May. CVS will begin distributing it nationwide next year.