Five years on, our focus is clear: building stronger, more effective solutions and support that empower women to take control of their bladder health.
Today, Jude is a science-led bladder health brand, shaped by years of research, formulation expertise and a deep understanding of the women we serve. Our rebrand reflects that focus: Clearer. Stronger, and more assured.
From awareness to action
When we launched, Peony was passionate that Jude should challenge a healthcare system that was failing women’s bladder health, and break the taboo around incontinence. Bladder health was quiet, misunderstood and dominated by products designed to manage symptoms rather than support long-term health.
In the last five years, we’ve supported over 150,000 women. We’ve hosted many focus groups, and built our private and supportive Jude and Friends Community that now has over 28,000 members. We understand that women want solutions that reflect the way our bodies change over time, and how these changes – from childbirth to menopause – affect our bladder health in particular. Women want solutions informed by science, designed for real life.
What 150,000 women have shown us
One in three women will experience bladder weakness in their lifetime, but we know that bladder changes often begin earlier than expected. Key lifestages like childbirth and menopause can exacerbate bladder incontinence, but it’s often as we get older that urgency, leaks and incontinence become unmanageable.
In the last five years, we’ve consistently listened to women’s stories and feedback. We know that urgency becomes harder to ignore. Small leaks appear during everyday moments such as laughing, exercising or sleeping. Bladder problems go from manageable to intolerable quickly as day to day living is impacted.
What women want from Jude is clarity, credible expertise and practical ways to support their bladder health. They want to understand what is happening in their bodies so they can respond early and effectively.
This is why Jude focuses on supporting women earlier, particularly in their forties. With the right information and consistent care, bladder health can be protected proactively, before small changes become entrenched problems.
A clearer understanding of bladder health
Bladder health is not one-dimensional. It depends on several biological systems working together: the smooth muscle of the bladder wall, the connective tissues that provide support, the nerves that coordinate control, and the hormonal balance that underpins them all.
Supporting one element in isolation is rarely enough. Effective bladder care requires a systems-level approach, designed to nourish strength, coordination and resilience over time. This understanding has always shaped Jude’s work, but it now defines it.
The evolution of Jude
Community has always been part of Jude’s foundation. Creating space for honest conversation mattered, and it still does. But Jude has evolved beyond awareness alone into a clearer, stronger and more assured brand continuing to support women with dignity.
Our focus is firmly on product development guided by scientific research. Our work is led by our Principal Scientist, Dr. Zena Webbe, who brings academic rigour and specialist expertise in women’s health to every stage of formulation. Working alongside leading experts in bladder and pelvic health, we have refined our supplements using rigorously sourced ingredients and invested in potency, bioavailability and formulation integrity, because we’ve always believed women deserve solutions built to a serious and scientific standard.
As our scientific understanding deepened, Jude’s identity needed to reflect the brand we had become. Our new branding is more confident, more precise and more aligned with the intelligence of our audience. Our new logo highlights the external strength and feminine softness. From those taking proactive steps in midlife to those who have lived with symptoms for years and are ready for real support, it speaks to women across life stages.
Strength through science
This evolution is not just visual. It reflects the work happening behind the scenes.
Jude invests £10 per woman supported back into women’s health research, partnering with NIHR, InnovateUK and leading urogynaecologists, dietitians and scientists. Our formulations are refined continuously in line with our growing body of research evidence. And every woman we support contributes to a deeper understanding of what meaningful, long-term bladder strength looks like.
Strength is the foundation of Jude – and how we speak about that strength matters. It’s reflected not only in our scientific expertise, but in the respect and care with which we respond to real bladder health needs.
This belief sits at the centre of the Jude Strength System: a considered, whole-body approach that supports strength from within – across bladder health, pelvic floor support, sleep, and everyday habits.
This is not about quick fixes or pushing through discomfort. It’s about building lasting strength, confidence, and control over time — in a way that feels informed, human, and achievable.
From strength to strength, with science-backed solutions
This work continues to be shaped by research, expertise and the women who use Jude every day. Through Jude and Friends, we stay close to real experiences, testing ideas and refining formulations so decisions are grounded in lived reality as well as evidence. It’s how we ensure our thinking remains rigorous, our products stay relevant, and our approach to bladder health continues to stand up over time.
Together, we can move from strength to strength with science-backed solutions that give you freedom to live life, on your terms.
