Love Wellness Women’s Health Brand Arrives at Walmart

Love Wellness, a direct-to-consumer women’s wellness brand focused on personal care, staged experiential events and leaned on in-store and digital activity to celebrate its launch at more than 1,600 Walmart stores and Walmart.com last summer.Founded by reality TV personality Lo Bosworth, the brand encompasses supplements and probiotics, wipes and suppositories for women’s digestive and vaginal health. Supplements include "Sparkle Fiber," to aid regularity, and "Gut Feelings," to promote healthy digestion and improved immunity. The brand celebrated its July launch at the retailer with a "Summer of Wellness" campaign that brought "Love In" events in Austin, Texas, on July 20, and Nashville, Tennessee, on Sept. 9. The events comprised immersive experiences, live music, gut-friendly drinks, barbecue, Instagrammable photo and video opportunities, product samples, and a chance to meet Bosworth. A flurry of social media activity, particularly on Instagram but also on TikTok, tagged Walmart and featured Bosworth’s as well as influencers’ visits to the retailer — including Bosworth’s stop at Bentonville, Arkansas — to pick up Love Wellness products. Social media updates also spotlighted a dedicated endcap display merchandising Love Wellness SKUs at select Walmart stores and a billboard heralding Love Wellness’s debut at the retailer.Bosworth was motivated to create Love Wellness in 2016 after dealing with health issues that led her to research and consult with doctors for solutions to yeast infections, digestive issues and other common health issues that women tend to encounter. Love Wellness products are marketed as free from stigma as well as free from microbiome and endocrine disrupters and potential irritants such as parabens, phthalates and fragrances. The DTC brand is also available at Amazon, Target and Ulta. "Our retail expansion with Walmart levels up our mission to make clean, doctor-developed personal care products more accessible to the everyday woman,” Bosworth said in a media release. “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.”

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