Honest Co. Brings Comfort to Walmart

The Honest Co. gave Walmart an exclusive line of personal care baby products as the eco-friendly, digital-first brand made its debut at thousands of the mass merchant’s stores. Honest products arrived on Walmart.com in July and hit stores in October. An endcap display continues to plug the product as “new at Walmart” and highlights the exclusive Comfort line’s sweet cream scent. The display also stocks diapers and wipes and carries a QR code that directs shoppers to a showcase within Walmart.com. That page hosts a promotional video and touts the brand’s work with Baby2Baby to provide essential products to children living in poverty. Jessica Alba, founder of The Honest Co., hosted a shoppable livestream on Oct. 20 through Walmart’s ongoing partnership with TalkShopLive. The brand promoted the launch and exclusive SKUs across Facebook, Twitter and Instagram and with paid influencer partnerships. Facebook and Instagram posts in February spotlighted the Comfort line and new Clean Conscious Wipes as part of Walmart’s biannual “Baby Days” sale, which runs from Feb. 15 through March 31. “Honest and Walmart are both committed to helping customers live better,” Nick Vlahos, CEO of The Honest Co., said in a media release last year. “This key addition to our strategic list of retailers not only enables us to increase distribution of our baby and personal care products, but also strengthens our ability to grow our community of conscious consumers. Our expansion to Walmart is the perfect example of our omnichannel retail strategy at work, enabling us to bring access to our products in stores and on the digital shelf to even more consumers every day.” Launching as a DTC brand in 2012, The Honest Co. made its brick-and-mortar debut at Target in 2014 and expanded to CVS in 2017 and Walgreens in 2019. Target remains an important partner as it received a pair of exclusive diaper prints in January.

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