According to Hum CEO and Co-founder Walter Faulstroh, the partnership allows Hum to bring unique formulas at great value to a mass audience, building on the company's clean product innovation and clinical research over the past decade.
“We saw a very strong overlap between our consumers and the Target guests who shop at Target Beauty,” he said. “[Hum has] clean and clinical formulas at accessible price points delivering great value to our consumer base. We do believe that our consumers share similar attitudes to the Target guest, which is why we are particularly excited to be able to expand in this new channel.”
The products, currently available online and in-store on January 8 for $25.99 each, include:
- Flatter Me, which helps break down food for better digestion and reduced bloating.
- Daily Cleanse, a combination of 14 detoxifiers including chlorella and spirulina for a gentle digestive cleanse and clear skin. In a Hum consumer survey of 600 people who consumed Daily Cleanse for at least three months, 71% reported skin improvements and 80% of those reported clearer skin after eight weeks of use;
- Private Party, a vaginal probiotic and cranberry supplement to help balance the vaginal microbiome and promote optimal urinary tract function. A study of Lactobacillus acidophilus in Private Party showed that it can adhere to vaginal lining cells and help maintain a healthy pH level; and
- Hormone Balance to ease PMS symptoms.
Standing out
Hum attributes its success in the women’s wellness category to its innovation pipeline.
“We are the only brand that supports her journey from first period to conception to perimenopause and menopause with clean formulas that are supported by gold standard clinical research,” Faulstroh said.
He added that the company continues to innovate to address women’s key concerns and ensure women get the best education from Hum's online registered dietitians and its editorial team that is reaching millions of viewers with high quality content.
This outreach coincides with fierce competition in the women’s wellness space. Of the $105 billion invested in health and wellness startups in the US in recent years, only 2% was invested in solutions that serve women. In contrast, estimates show the women’s health market size was more than $44 billion in 2023.
“There is a lot of white space in women’s wellness which we are excited about,” Faulstroh said. “This will include continued retail expansion throughout our key channels and innovation that truly moves the needle for our fanbase.”
