Hazel
Product Development
Luxe, innovative femme care for the ever-evolving woman.
Overview
We think it’s super rude of leaks to interrupt a good laugh. That’s why we designed the High & Dry Brief – a super chic, disposable brief for leaks that looks and feels like real underwear. It’s strong and absorbent enough to take care of light dribbles, serious dampness, and everything in between.
And it all started with her. We spoke with thousands of women to learn how we could meet her needs where most brands had stopped.
Goals
Through user research interviews, surveys, and focus groups, we developed a wish list for a new and better underwear for leaks.
Head of R&D | Paul Davies (Crown Abbey)
Co-Founder & CEO | Steven Cruz
Fashion Designers | Stateless
In-Home Study | GutCheck
Photography | Chloe Horseman & Tracie Davis
Process
After talking with hundreds of women via one on one conversations, surveys, and focus groups, we learned 97% of women wanted a disposable brief that looks and feels like real underwear. Her favorite colors are black and beige. A control top would be nice and no VPL is trés important. And don’t forget, they need to go under workout leggings, undetected.
We worked alongside a material scientist and fashion designers to develop the super chic brief made with natural fibers and super-absorbent core.
Result
A super chic disposable brief for leaks. Strong and absorbent enough to take care of light dribbles, serious dampness, and everything in between. They absorb up to 1.5 cups of liquid (that’s a bladder full!).