Kristen Bell and Dax Shepard have launched Hello Bello — a plant-based line of baby products, sold exclusively at Walmart stores and on the brand’s website. 

The line was founded by Bell and Shepard, along with co-CEOs Sean Kane and Jay McGraw, and CFO/COO Jennifer Pullen. The product line is designed to give every parent access to high-quality, better-priced everyday essentials, the brand states.

Bell says, “As a mom of two, I know how beautifully messy parenthood can be…Our products are fresh and fun. More importantly, we use plant-based ingredients and organic botanicals that are better for our kids and better for our world.”

Shepard adds, “Parents shouldn’t have to choose between what’s good for their baby and good for their budget. That’s why we couldn’t ask for a better exclusive retail partner than Walmart, who is making it possible for us to offer premium products at a non-premium price.”

Over the last year, Walmart has expanded its baby assortment and remodeled its baby department in more than 2,000 stores. “We want to be a destination for parents to get everything they need for baby,” said Melody Richard, vice president of Baby at Walmart.

Hello Bello’s design — including its branding and identity — was led by award-winning Brains on Fire, a creative agency and certified B Corporation that specializes in helping brands and organizations grow through storytelling and meaningful human connection. The agency will also oversee Hello Bello’s social media and community-building efforts.

The Product Lineup

Hello Bello is launching with 10 products across multiple SKUs, ranging in price from $1.88 to $23.94, with the majority under $8.

The line includes diapers, wipes, shampoo & body wash, bubble bath, baby lotion, diaper rash cream, hand sanitizer, mineral sunscreen, bug spray and laundry detergent. The products are formulated with safe and effective ingredients, including organic botanicals when possible.

Hello Bello’s wipes are a thick, plamt-based cloth that are fragrance-free, hypoallergenic, and a formula that is 99% water, with aloe and chamomile.

The Bubble Bath includes soothing organic extracts like aloe, calendula and cucumber. It is pH-balanced and hypoallergenic — and made without phthalates, parabens, synthetic fragrances or dyes. It is available in lavender, vanilla apricot, and apple blossom.

The Shampoo & Body Wash retails for $5.98 — and isa tear-free, hypoallergenic, two-in-one formula with organic aloe vera, calendula, avocado and cucumber extracts.

The line even includes a bug spray that is USDA Certified Organic — and DEET-free, hypoallergenic, non-irritating and lab-tested to repel all types of mosquitoes, along with over 55 other insects for up to six hours.

Take a look at the video below.