Key Takeaways

• Tubby Todd Bath Co is launching its products in approximately 1,100 Target stores this month, starting with end-cap displays.
• The brand recorded over $70 million in revenue last year and anticipates exceeding $100 million in 2026.
• Founders Andrea Faulkner Williams and Brian Todd Faulkner aim to establish premium skincare for children as a standard in family routines.

Growth and Expansion into Retail

Tubby Todd Bath Co, a premium baby skincare brand, is set to launch its products in roughly 1,100 Target stores this month. This move marks a significant milestone for the brand, which has primarily built its reputation online over the past decade. The rollout will commence with end-cap placements in Target stores, followed by inline positions starting in April. Customers can expect to find Tubby Todd’s popular products including All Over Eczema Treatment, Hair + Body Wash, Everyday Lotion, Sweet Cheeks Diaper Paste Spray, and a bundle known as The Regulars.

Co-founder Andrea Faulkner Williams emphasized the strategic timing of the partnership, as Target is shifting its focus toward premium baby products. This is notable, as it represents one of the first major placements for premium baby skincare in recent years. The brand had previously avoided wholesale to ensure a sustainable retail presence, taking time to cultivate a strong online community and direct-to-consumer relationships.

Impressive Online Traction

Before entering Target, Tubby Todd achieved significant success online, selling over one million jars of its All Over Ointment Eczema Treatment in 2025. Last year alone, the brand recorded revenue surpassing $70 million, with a 35% year-over-year growth rate. Forecasts suggest a jump to over $100 million in 2026, supported by a growing customer base of more than 2 million. Their marketing strategy has been effective, particularly through influencer engagement on platforms like Amazon, where sales increased by 200% in 2025, solidifying Tubby Todd as the leading brand in baby skincare.

The growing demand for premium baby products can be seen as a response from parents seeking high-quality, ingredient-conscious choices. The U.S. baby personal care market is projected to grow from $32.9 billion in 2024 to $63.5 billion by 2034. This shift has intensified competition among brands, and Tubby Todd’s unique positioning has proven advantageous.

Roots and Community Approach

Founded in 2014 after its co-founders identified a gap in the baby care market, Tubby Todd began by introducing a single Hair and Body Wash. The introduction of All Over Ointment—made specifically for their child’s eczema—quickly turned it into a bestselling product. The brand’s initial approach relied heavily on grassroots marketing, leveraging the parent-to-parent trust within online communities, which has evolved into the “Mama Community.”

Faulkner Williams noted that modern parents prefer diverse sources for information, ranging from pediatricians to online reviews and peer recommendations. This insight underpins Tubby Todd’s community-driven marketing strategy, focused on creating a meaningful connection with customers.

Target Launch and Future Vision

Ahead of the Target launch, Tubby Todd is harnessing its Mama Community by engaging 3,000 to 5,000 brand ambassadors to promote the new availability of their products. In-store events and giveaways are also planned. Behind the scenes, the company has undergone structural growth, recently selling a majority stake to NexPhase Capital while retaining the co-founders in their leadership roles.

Looking toward the future, Faulkner Williams believes that premium skincare for children will become a standard rather than a niche category. The brand has already begun expanding beyond baby products with a compact Mama line, reflecting a keen understanding of evolving customer needs and the desire for effective solutions throughout various life stages. Tubby Todd aims to continue this trajectory, ensuring that their products resonate with families at all ages.

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