About us

About us

It all started with a vision: to design stylish, comfortable, and sustainable incontinence wear that seamlessly fits into everyday life. As fashion designers, we have always had an eye for high-quality materials and perfect cuts. But we quickly realized that functional underwear should not only be practical but also aesthetically pleasing.

With Heelena, we have created a collection that combines security, comfort, and modern design. Our mission is to break the taboo around incontinence and give people back their sense of freedom and confidence.Today, we stand for innovation, quality, and sustainable production—because we believe that fashion should be beautiful for every stage of life.

Our vision

We are taking a new approach to sustainability. Become part of our revolution.

Hygiene products generate around 150 billion tons of waste every year in the world alone. Choosing washable underwear can prevent thousands of incontinence products from ending up in our landfill.

We believe our planet and future generations deserve better, and we want to be the ones to help drive change.