Australasian clothing entrepreneurs are about to tap into a market of 4.8 million Australians.
Launched online this week, ConfiTEX is a hi-tech fashionable underwear option that solves daily incontinence problems.
A whopping 4.8 million Australians experience the condition.
The patented underwear range is waterproof, pad-free, machine washable and super absorbent.
The range, for men and women, is based on hi-tech sports fabrics that wick away moisture and can absorb a cup full of liquid throughout the day.
Items range from $29.90 to $34.90 in price.
ConfiTEX was launched by New Zealanders Mark Davey and Frantisek Riha-Scott after three years of development.
The pair initially began by designing performance underwear for athletes until identifying a bigger need in the market.
"Women want to feel attractive, which is where our normal-looking pretty lace underwear comes in.
"One woman described them as 'kinda sexy cute'.
"We've had people literally tell us the underwear has been life-changing for them, particularly the men," Riha-Scott said.
The underwear is manufactured using bamboo-based material and is not a pollutant like adult pads and diapers.
"People don't like using them either.
"They can be using four to six pads a day – that's 1500 pads a year – rather than seven pairs of our eco-friendly undies that make them feel good too," Davey said.