Dive Brief:
- DTC vitamin and supplements brand Love Wellness has expanded its wholesale presence by launching in more than 1,600 Walmart stores.
- Six of the brand’s top digestive and vaginal health products will be available at Walmart stores, including the cult-favorite Sparkle Fiber, Bye Bye Bloat, Good Girl Probiotics, Gut Feelings Probiotics, The Killer and Flora Power. Walmart also offers 14 Love Wellness products on its company website.
- This marks the brand’s third partnership with a major retailer in four years. In addition to its own website, Love Wellness is also sold through Target, Ulta and Amazon.
Dive Insight:
As part of the retail expansion with Walmart, Love Wellness is launching “The Summer of Love Wellness” campaign, which brings experiential brand activations to Austin, Texas, on July 20, and Nashville, Tennessee, on Sept. 9. The events will feature live music, gut-friendly drinks and barbecue, areas for photos and videos, and product samples.
"Our retail expansion with Walmart levels up our mission to make clean, doctor-developed personal care products more accessible to the everyday woman," Love Wellness founder Lo Bosworth said in a statement. "I'm thrilled to have the opportunity to educate shoppers about the importance of the gut-vagina connection as they discover our cult-favorite gut and vaginal health solutions in-store."
To date, Love Wellness has sold over one million bottles of its Good Girl Probiotics, according to Bosworth, who announced the Walmart launch with a video on her Instagram page. The brand has shipped 2 million DTC orders through its website and sold more than $100 million of product at retail since 2021, per the company.
Founded in 2016 by Bosworth, a former reality television personality, Love Wellness launched as an online DTC brand. The company expanded into retail outlets during the past four years starting with Ulta and Amazon in 2019. Love Wellness products are now sold in some 4,800 retail doors, per the company, which includes 1,300 Ulta stores and 1,900 Target locations as well as all partners’ websites.
In March of this year Clarins and Nest New York veteran Maria Dempsey was named CEO of Love Wellness, succeeding Bosworth who became chairwoman of the board and oversees execution of brand marketing, product development and retail strategy.
