Dive Brief:
- Expanding its assortment with the retailer, menstrual care brand Saalt on Thursday debuted its Comfort Collection of period underwear at Target, according to details shared with Retail Dive.
- The line will be available at over 400 Target stores nationwide, as well as on the retailer’s website. Saalt already sells its menstrual cups, discs and wash at Target, which the company says are best sellers.
- Saalt is selling its Comfort Brief underwear for $35 at Target, which is $3 less than on the brand’s own website and Amazon.
Dive Insight:
While the brand has an existing wholesale partnership with Target, it also sells through retailers such as Nordstrom, Anthropologie, Urban Outfitters and Revolve, per its website.
Saalt’s Comfort Collection is available in four styles – boyshort, bikini, thong and brief — and three absorbency levels. The options come in a size range of XS to XXL. The underwear uses a fabric made of cellulose fiber from renewable beech wood.
According to September data from Research and Markets, the "global feminine hygiene products" market is expected to near $33 billion in 2026 at a compound annual growth rate of 5.5%.
Target has been on a push to expand its wellness offerings to customers, bringing in fresh brands to its stores.
Personalized nutrition brand Gainful — which sells protein powder and boost blends — exclusively launched at on the mass retailer’s website and in 1,800 stores this week. Multivitamin company Ritual also released certain products in all of Target’s stores and online Tuesday.
The mass retailer announced in February that it was adding thousands of new products to its beauty and wellness assortment, which included new brands. Walmart has also been investing in the space, with the first cohort of its Walmart Start accelerator program, announced in August, including wellness brand Undefined Beauty.
