Indie Sexual Wellness Brands a ‘Target’ for Namesake Retailer

One year after adding several emerging brands to its sexual health selection Target is continuing to pick up additional brands to help them pick up steam with consumers.

 

In the personal care sector, vaginal health brand Cheeky Bonsai has expanded its Target footprint from 230 to 800 doors. Four of the brand’s offerings, including its Balanced Babe Probiotic Gummies, are now sold at Target stores—the product’s exclusive retailer. Cheeky Bonsai’s “Bye Bye UTI” Urinary Tract Health Support Drink Mix is a bestseller at Target. 

Gen Z- and gen Alpha-focused sustainable period care brand Pinkie has entered 500 Target stores with its Organic Cotton Top Sheet Pads. The retail partnership comes on the heels of the brand securing $1 million in funding and successfully launching on Amazon.

 

Because the age girls enter puberty has dropped by about three months per decade since the 1970s, brand founders Moms Fiona Simmonds and Sana Clegg aimed to innovate a pad for girls who use period protection at a younger age. Within its assortment, Pinkie provides pad sizing options for ages 8 and up. 

 

According to Nicole Leinbach, retail expert and founder of the publication “Retail Minded,” sexual wellness continues to be among the foremost categories of consumer spending, adding that emerging brands’ unique understanding of the category are a target for retailer attention.