Jude

Jude, operated by The Wise Collective Limited, is a consumer health brand focused on bladder and pelvic floor health in women. Its range includes daily supplements marketed under the names CoreCtrl (everyday bladder support, positioned to help the bladder hold for longer and soothe the bladder lining), SleepThru (for reducing nighttime toilet trips and supporting relaxation before sleep) and PelviTone (a powder taken in a drink, positioned for pelvic floor endurance and strength), sold individually and as Day & Night and Strength & Sleep duos. Alongside supplements, the company sells leak-proof underwear, bamboo liners and bamboo pads, and offers expert-led pelvic floor exercises.

The brand frames its offering around life stages, from foundational and midlife years through perimenopause, menopause and beyond, and describes its formulations as addressing collagen formation, muscle endurance, the brain-bladder connection, tissue hydration and connective tissue strength. Products are presented as food supplements rather than medicines. Jude states its products are developed with scientists, dietitians and pelvic health experts, naming registered consultant dietitian Lucy Jones, Harvard Medical School assistant professor Professor Leena Pradhan-Nabzdyk, and in-house principal scientist Dr. Zena Wehbe. The company's website references an appearance on the BBC programme Dragons' Den.