An older adult woman looks at us over her naked shoulder.


It’s time to challenge perceptions about ageing and incontinence.

Worn-out stereotypes simply don’t describe how women over 50 are living their lives now. Thanks to thousands of women who shared their stories with us, it’s clear they are enjoying enriched, fulfilling experiences — including sex. Incontinence doesn’t change this.
Graphic showing 42%
Forty-two percent of women over 50 say they are currently the most self-confident they’ve ever been.
Graphic showing 33%
One in three women 50+ says that because she knows her body better, she now enjoys sex more than ever.
Graphic showing 9%
Only 9% of women over 50 with bladder leakage say it has negatively impacted their sex life.

Over 1,000 people responded to our survey nationwide.

The women appearing in TENA’s #ageless video were cast because of their authenticity and openness about how it looks and feels to be 55+.

Here’s what they had to say personally about the experience, and about the campaign.

An older adult woman reclines on a bed in black underwear.

"I'm so free from that now."

“About becoming invisible as we get older: at first that’s a shock, that you’re not being noticed. Then after a while it moves into a sense of ‘I’m so free from that now, that I can be really in my skin, whatever it is.’ I applaud TENA for being brave enough to show that women are not afraid of that as they get older.”

An older adult woman looks at us over her naked shoulder.

“I’m proud of what I’ve done here.”

“At the time we were filming, I didn’t feel self-conscious or embarrassed. So I thought to myself, ‘well if I don’t feel like that, then I’m not going to feel embarrassed about showing it to other people.’ Because I’m not embarrassed! I’m proud of what I’ve done here, and I’m proud of the other ladies as well. We need to get that message out: bodies are bodies regardless of how aged they are. Women are women. And we can go through all different phases of life, and we should be proud. I am.”

Older adult woman looks at us with a smile.

“You have to have confidence in what you’ve got.”

“The ageing process in your head… you grow with it. And you know, there comes a point where you have to have confidence in what you’ve got. And this kind of thing will help that a lot, I think. And the more you see it, the more it becomes normal. And it should be normal. Because we’re here! We’re ageing. It’s what’s happening.”

Learn more about incontinence