Honest Company Teams With Salons for Flushable Wipes Campaign After Survey Finds 31% Connection Boost
Honest Company’s survey of 2,000 women aged 25–44 found 31% felt more connected after discussing bathroom habits versus 15% embarrassed and 32% use flushable wipes. The company launched its “It’s Time to Get Honest” Flushable Wipes campaign featuring pop-up gifts at select SUGARED + BRONZED salons.
1. Survey Reveals Women's Bathroom Conversations
Honest Company surveyed 2,000 women aged 25 to 44, finding that 31% feel a stronger connection after discussing bathroom habits compared to 15% who feel embarrassed. The survey also showed 38% feel “not quite clean” after a bowel movement and 44% after changing a tampon or pad, underscoring a need for improved hygiene solutions.
2. Launch of 'It’s Time to Get Honest' Campaign
In response to these insights, Honest Company launched its “It’s Time to Get Honest” Flushable Wipes campaign, highlighting hypoallergenic, plant-based wipes made with over 99% water. The promotion emphasizes dermatologist- and gynecologist-tested, pH-safe wipes that comply with industry flushability guidelines and break down like toilet paper.
3. Salon Partnership and Pop-Up Gifts
The company partnered with SUGARED + BRONZED to surprise clients with free flushable wipe samples at select salon locations in New York, Philadelphia, Coral Gables, Dallas, Santa Monica, Beverly Hills and Westlake Village. This activation aims to drive product trial and boost consumer confidence during summer body treatments.