Background: urinary incontinence (UI) is prevalent in postmenopausal women. To manage UI, it necessary to improve UI screening. We aimed to analyze and understand the experience of women with UI. Methods: we conducted a qualitative study using semi-structured interviews with postmenopausal women (age >50 years), who were recruited from an urban general practice office. The data of the patients were analyzed using the grounded theory method to allow the conceptualization of categories to emerge. Results: data saturation was reached after eight interviews and was confirmed by two additional interviews. There were four conceptualizing categories: UI is a marker of temporality in women and of societal temporality; women’s information about UI is a prerequisite for screening, and the media and information providers have an impact on women’s UI experience; UI has a strong societal taboo for women (women consider UI a minor but pejorative disease and fear stigmatization); and faced with the complexity of implementing personalized screening, women recommend systematic screening by their general practitioner or gynecologist to trivialize UI and optimize its management. Conclusion: women were uninformed about UI. They requested that the provision of information on the female anatomy should be started in childhood.