Peony Li is the Founder and CEO of Jude, the UK's bioscience-led bladder and pelvic health brand. Bladder health runs in her family: her parents spent more than 30 years in incontinence care. Her own decade-long struggle with bladder health gave Peony a front-row seat to a category that had barely changed in decades, and a founding conviction that pads cannot be the endpoint.

At Jude, Peony built a bladder health evidence programme drawing on data from over 21,000 women. She is also leading a parliamentary campaign to rename the "incontinence" retail category "bladder health".

Peony appeared on BBC Dragons' Den and turned down offers from three Dragons. She was named Young Entrepreneur of the Year 2023 and has given a TEDx talk. Harper's Bazaar described her as the woman who made breaking taboos a living.