Tubby Todd, the baby skincare brand known for its gentle, parent-approved formulations, has entered brick-and-mortar retail with a nationwide launch at Target. The brand’s products are now available in more than 1,100 Target stores across the United States, in addition to being sold online at Target.com, significantly expanding its reach to families seeking solutions for sensitive infant skin.
The move marks Tubby Todd’s first large-scale retail expansion and reflects growing consumer demand for mild, effective skincare products designed specifically for babies. Until now, the brand has primarily relied on direct-to-consumer channels, building a loyal following among parents dealing with concerns such as dryness, eczema, and irritation.
Several of Tubby Todd’s best-selling products are included in the Target rollout. These include the All Over Ointment – Eczema Treatment, available in 3.5 oz ($21.99) and 8 oz ($35.99) sizes, which is approved by the National Eczema Association and formulated with 1% colloidal oatmeal to help soothe and moisturize eczema-prone skin. Also featured are the Hair + Body Wash ($16.99) and Everyday Lotion ($16.99), both designed to gently cleanse and hydrate sensitive skin for everyday use.
Additional products joining Target shelves include the Sweet Cheeks Diaper Paste Spray ($15.99), a spray-on solution that helps protect and calm delicate diaper-area skin, and the Cradle Cap Gel ($15.99), which contains naturally derived pyrithione zinc along with aloe vera leaf juice and olive fruit oil to help reduce scaling, redness, and irritation associated with cradle cap.
For families looking for a simplified skincare routine, Tubby Todd is also offering The Regulars Bundle for $49. The set includes three core products—Hair + Body Wash, All Over Ointment, and Everyday Lotion—providing a convenient introduction to the brand’s sensitive-skin essentials.
“From day one, Tubby Todd has been shaped by parents—what they’re going through, what they’re searching for, and what they need to feel supported,” said Andrea Faulkner Williams, co-founder of Tubby Todd. “Launching at Target is a meaningful milestone because it allows us to meet families where they already shop, with products they know and trust.”
Despite the expansion into physical retail, Tubby Todd will continue to sell its products through its own website and on Amazon, maintaining multiple shopping options as it broadens its national footprint and strengthens its presence in the competitive baby skincare market.
