Bonds has launched a new range of Damn Dry Undies, designed for consumers who suffer from light bladder leaks.
Influencer Ellidy Pullin has been recruited as the face of the campaign, which aims to normalise an issue affecting one in three Australian women.
The launch comes as Australian-owned leakproof brand Modibodi undergoes a $140 million acquisition by Stockholm-based group Essity.
Bonds' Damn Dry Undies range is designed with three layers of leakprood and anti-odour protection.
Bonds brand manager Edwina Moller said the range is catered to mums, with a selection of styles available.
“Giving birth is a sign of immense strength and light bladder leaks are a totally normal part of this process," she said.
"So why would women be told they have to be ‘discreet’ and ‘hide’ from this? Damn Dry Undies are here to give the power back to mums.”
Available in Hi Bikini, Midi, and Full Brief, the new undies are washable and reusable.
They are available to purchase in store or on www.bonds.com.au, priced at RRP $24.99.