Black-mom-owned baby brand partners with Target to expand shea butter-infused diaper line

Congratulations to The Happy Hues Company, a Black mother-owned, inclusive baby brand that just launched a nationwide retail expansion with Target.

It was announced on August 26 that the kid has a particular purpose mark marked the milestone with its first national retail expansion and the introduction of latest product offerings. The major retail partnership comes just 18 months after Happy Hues entered the $88 billion infant and toddler care industry with the introduction of unisex shea butter-infused diapers designed with hyper-dry absorption technology. Created to provide a comfortable, comfortable fit, Happy Hues diapers and nappies feature dual leak protection and a fresh flag wetness indicator for added convenience.

Founded by cultural architect and brand strategist Eunique Jones Gibson, The Happy Hues Co. has built a robust following with its unique deal with joy, inclusivity, and representation in infant and toddler products. Innovation has been on the forefront of Happy Hues’ product offerings. Its first product launch was the creatively named “Big-ups” training pants, which premiered alongside an animated series featuring the Happy Hues Crew—a gaggle of 4 diverse characters who brought representation and community to potty training.

“We’ve been working on this for over four years, so to partner with Target just 18 months after we finally launched, in such a competitive category, and as a black-owned, mother-founded company, is incredible,” Founder Eunique Jones Gibson he said in a press release.

“It’s proof positive that there’s a real need for a lasting message of joy, happiness and community in the diaper aisle. It’s great to know that we’re enriching the journey not only through our products, but also in how we help affirm little ones along the way.”

The expansion will see the return of hypoallergenic, shea butter-infused Big-ups training pants, accompanied by recent products reminiscent of unscented “Wipe Me Downs” baby wipes. The brand can be expanding into diapers with “Cuddlers,” designed for newborns and infants, and “Go-Getters,” designed for walkers and crawlers. In addition, Big-ups will showcase a brand new product design alongside its first positive “I Am” affirmations; parents can now select a “Hey Young World” edition for his or her little ones, with a vibrant space motif that playfully reminds them that the world is actually theirs.

Cuddlers will feature designs like “I Am” to encourage kids and “You’ve Got This” to motivate parents during morning and evening diaper changes. Go-Getters products will feature fun, nostalgic phrases like “Poop! There it is” and “Hug Life,” adding fun to potty training.

The expansion of Happy Hues doesn’t just stop at diapers. To proceed its mission of nurturing comfortable and healthy children, the brand has introduced recent 3-D animated episodes of Happy Hues crew members that promote learning and private appearances of mascots at events and pop-ups all year long to directly engage children.

Business Is also introducing a redesigned an internet site that gives a fresh way to bring inclusivity and community into your life with a singular tool that enables consumers to create their very own personalized Happy Hues Crew member based on their child, and even their inner child. The tool was created in response to research that shows how much a baby’s self-esteem increases after they see different characters that appear to be them.

In addition to its mission to bring inclusivity to the infant and child care industry, 5% of Happy Hues’ net proceeds might be donated to nonprofit organizations supporting underserved youth, aligning with the corporate’s mission to give back.