Tubby Todd Bath Co is entering Target, marking a major milestone for the premium baby skincare brand after more than a decade of growing its business online.
The Target rollout kicks off this month with end-cap placements in roughly 1,100 Target stores, followed by an inline position across the chain in April. The Tubby Todd products carried by the mass-market retailer include All Over Eczema Treatment, Hair + Body Wash, Everyday Lotion, Sweet Cheeks Diaper Paste Spray and The Regulars bundle containing the lotion, wash and ointment.
Andrea Faulkner Williams, a former social media strategist who founded Tubby Todd with her husband, Brian Todd Williams, who has a background in manufacturing, adds that Target is betting big on premium baby in 2026. Tubby Todd represents one of the first end-cap placements for baby skincare in recent years.
Faulkner Williams says, “The partnership really came together at the perfect time when they were rethinking their strategies with baby and when we were ready to meet our families there.”
The brand deliberately avoided wholesale in its early years to ensure it could sustain a retail presence once it went into stores. “We would go to the local Targets, the Whole Foods, and we’d see these indie brands that would come on the shelf, but they’d leave within months,” says Faulkner Williams. “We’ve nailed direct-to-consumer as far as being able to talk to and educate our customer, creating a community, actually having fun and creating products that are really meaningful, but the team and the inventory weren’t quite ready for a full omnichannel or a full multinational chain rollout until this year.”
Prior to its Target launch, Tubby Todd achieved considerable traction online. It sold over 1 million jars of All Over Ointment Eczema Treatment in 2025 alone. Last year, it saw 35% year-over-year growth and a roughly 30% earnings before interest, taxes, depreciation and amortization (EBITDA) margin. It’s amassed over 2 million customers, 500,000 loyalty members, and 45,000 five-star reviews.
Tubby Todd expanded from direct-to-consumer distribution to Amazon just over a year ago, using the platform as both a discovery engine and a replenishment channel. Amazon has provided a commerce destination beyond the brand’s website to propel revenues for products such as sunscreen and toothpaste that generally have received less attention, but have been spotlighted through influencer marketing. A key part of the Amazon strategy has been bundles that helped Tubby Todd protect its margins as it prepared for a larger omnichannel footprint. Tubby Todd’s Amazon sales shot up 200% in 2025, making it the fastest-growing brand in baby skincare and the No. 1 brand in the category on the giant e-tailer.
Tubby Todd sits within a premium baby care category that has shown steady growth as parents increasingly seek high-quality, ingredient-conscious products. The United States baby personal care market, encompassing skincare, bath and toiletry products, is projected to grow from $32.9 billion in 2024 to $63.5 billion by 2034, according to estimates from Market.us, underscoring why competition has intensified as brands and retailers vie to modernize a historically fragmented category. Against that backdrop, Coterie’s October agreement to be acquired by Mammoth Brands in a deal that could value the diaper and baby care brand at more than $1 billion highlights continued investor appetite for premium baby players, even as The Honest Co.’s struggles illustrate how selective and competitive the space has become.
Tubby Todd was started in 2014 after its co-founders became parents and identified a gap in the baby care aisle. The brand began with Hair and Body Wash. All Over Ointment with 1% colloidal oatmeal was introduced with the birth of the couple’s second child, who developed eczema. It quickly became a bestseller.
“Premium skincare for little ones is going to not just be a section of skincare; it will be the norm for most families.”
“Natural beauty was just becoming important to adults, but everything for little ones didn’t smell great. It didn’t lather, it didn’t have a great user experience,” says Faulkner Williams. “We took this bet that we were going to charge a premium price, but we were going to give them the performance and the efficacy that they wanted and they were seeing in the products that they had for themselves, and so we became really the first premium line of skincare for children, and it all started with this bath soap that solved a problem in our own family.”
Tubby Todd launched without outside capital, producing an initial run of 750 bottles and seeding them to mommy bloggers. That grassroots outreach became the foundation of Tubby Todd’s marketing program. Parents talking to other parents online established trust and led to what the company now calls its Mama Community.
“Historically, families just turn to their pediatricians as a point of reference for skincare and for all health needs, but the modern mom wants to take information from multiple points, whether it’s their pediatrician, information online from editorials, but then also from people they trust and respect,” says Faulkner Williams. “I’ve had four kids while we’ve built this business and what we know as a family is that we trust other families with like-minded values and principles to see what they’re purchasing for their home, what they’re putting on their children and how they’re raising their children. So, we trust that our community is looking for the same experience.”
The brand will be leaning into its Mama Community to spread the news of its arrival at Target, sending packages out to its “mamas-who-know” ambassadors. It taps 3,000 to 5,000 at any given time. The packages will encourage them to visit their nearest store and celebrate the launch. Tubby Todd is also planning giveaways and in-store activations such as Faulkner Williams popping up in stores nationwide and refunding people’s purchases or filling their carts with baby essentials.
Behind the scenes, Tubby Todd has evolved structurally. In 2018, the co-founders partnered with Faulkner Williams’ father, who purchased a minority stake and joined the board. In 2022, the company sold a majority stake to NexPhase Capital, a middle-market private equity firm. The co-founders remained in leadership roles. NexPhase Capital also invested in Magic Molecule earlier this year. Today, Tubby Todd operates with a 32-person team, with a small number of new hires tied directly to the Target launch.
Looking ahead, Faulkner Williams believes premium baby skincare will become standard rather than niche. She sys, “Premium skincare for little ones is going to not just be a section of skincare; it will be the norm for most families.”
She also sees opportunity beyond baby, driven by how families are already using Tubby Todd products. The brand already sells a compact Mama line and future expansion will reflect feedback from parents seeking gentle, effective products for every stage of life.
“Our families are adopting a skincare routine with Tubby Todd, and they’re not just using it for the baby,” says Faulkner Williams. “They’re using it throughout the home.”
