Black mom-owned baby brand joins forces with Target to bring more shea-infused diapers to stores.
Happy Hues Company diapers are now available across the country at Target.
Big congrats to The Happy Hues Company, a Black mom-owned baby essentials brand focused on inclusivity, for its exciting national retail expansion with Target! On August 26, the brand celebrated this major milestone, just 18 months after launching into the $88 billion baby and toddler care industry with its shea butter-infused diapers featuring advanced absorption technology. Founded by Eunique Jones Gibson, Happy Hues has gained a loyal following with its joyful, innovative products like the popular “Big-ups” training pants and the vibrant Happy Hues Crew animated series.
“We’ve been working on this for over four years, so partnering with Target just 18 months after our launch, in such a competitive market, and as a Black-owned, mom-founded business is incredible,” said founder Eunique Jones Gibson in a press release.
“It’s a testament to how necessary the enduring message of joy, happiness, and community is within the diaper aisle. It feels good to know that we’re enhancing the journey not only through our products, but in how we’re helping to affirm little ones along the way.”
As part of the expansion, the shea-infused, hypoallergenic Big-ups training pants are back, along with new products like fragrance-free “Wipe Me Downs” baby wipes. The brand is also entering the diaper market with “Cuddlers” for newborns and “Go-Getters” for active babies. Plus, Big-ups now feature a fresh design with the “I Am” affirmation pull-ups, and parents can pick the fun space-themed “Hey Young World” edition for their toddlers, reminding them that the world is theirs.
Cuddlers will feature designs like the “I Am” affirmation to inspire babies and “You’ve Got This” to encourage parents during those late-night and early-morning diaper changes. Go-Getters will add some fun to potty training with playful, nostalgic phrases like “Poop! There it is” and “Hug Life.”
The Happy Hues expansion goes beyond just diapers. To further its mission of nurturing happy, healthy babies, the brand has launched new 3-D animated episodes featuring the Happy Hues crew and plans in-person mascot appearances at events throughout the year to engage with kids. The company also unveiled a revamped website with a unique tool allowing users to create personalized Happy Hues Crew characters, inspired by their child or inner child, promoting inclusivity. In addition, 5% of Happy Hues’ net proceeds will support nonprofits dedicated to helping underserved youth, reinforcing the brand’s commitment to giving back.
