Our Mission:
to destigmatize aging for women

Our Story


As young women, we were muses. Beauty and wellness aisles called to us with products aimed to woo and delight us. As mothers, we were respected gatekeepers. Brands took our values seriously; catered to our need for convenience; and committed to products that delivered on the wellness of our families, without sacrificing the wellness of our planet. But then what?

As we entered our 40’s and 50’s, we realized that we were increasingly nobody’s “brand darling”. We started talking about it with our friends, our mothers, and our mother’s friends. We studied the category, and went to industry conferences where personal care aisles for older women are shamefully referred to as “the aisle of death.” The reality was grim. The more we learned, the more we realized how little is understood about our changing needs or how to thoughtfully address them.


We are vibrant women who deserve better. We’ve earned degrees, run businesses, raised families, reinvented our life’s purpose (at least once), and reinvested in ourselves and our communities. We’re multidimensional women who value wellness and wellbeing more than ever.

We believe in a world where women are seen and celebrated as we age. We’re working to bring this vision to life with sustainably designed wellness products that are thoughtfully tailored to our changing needs.

There is a better way, and, one collection at a time, we’re excited to share it with you.

Welcome to Attn: Grace.


Our Story
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