Willow’s founder used designed an adult diaper

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Will Herlands has studied machine learning at MIT and Carnegie Mellon, so he’s got the kind of background that could land him a job at any of the largest technology companies.

But Herlands is working on something else: an adult diaper.

Several years ago, Herlands spoke with a urologist about the prevalence of bladder leakage – and the lack of products to deal with the problem. Through research, he found that products from Depend are thick and noisy as users walk while Thinx makes products designed to look like underwear that don’t absorb much liquid.

That all leaves customers constantly on edge and leads to embarrassing situations. Herlands saw a big opportunity in a market that’s valued at about $8 billion globally.

His mission is to design a product that is both absorbent, holding up to a liter of water, and feels invisible so the customer can forget about it.

He thinks he’s achieved it with Willow’s underwear, which is now available in male and female packs. It comes in three colors (grey, black and sand) and costs about $50 for a package of 60 pairs. Willow will also deliver right to the home, so there’s no need to stand in a checkout line.

“We were trying to make something that if you would see it, you would never think this is a diaper,” Herlands told CNBC.