New LaunchMay 19, 2026, 10:01 AM
Honest Company Launches Flushable Wipes Campaign; Survey: 31% Connect on Bathroom Habits
AI Summary
The Honest Company launched its "It's Time to Get Honest" campaign for Flushable Wipes, supported by new survey data. A survey of 2,000 women aged 25-44 revealed that 31% feel connected discussing bathroom habits, compared to 15% feeling embarrassed, challenging long-held taboos. The company is also partnering with SUGARED + BRONZED for a promotional "surprise & delight" initiative in select cities to boost confidence.
Key Highlights
- Honest Company launched "It's Time to Get Honest" campaign for Flushable Wipes.
- Survey of 2,000 women (25-44) found 31% feel connected discussing bathroom habits.
- Only 15% of women feel embarrassed by "down there" conversations.
- 32% of women use flushable wipes as a top bathroom ritual.
- 35% of women won't leave home without flushable wipes.
- 81% of women say feeling "not quite clean" impacts their confidence.
- Honest partnered with SUGARED + BRONZED for a promotional campaign.
Price Impact
More from HNST