HomeWhy Kristen Bell and Dax Shepard Launched Hello Bello Baby Diaper Company

Why Kristen Bell and Dax Shepard Launched Hello Bello Baby Diaper Company

Having children is expensive. That’s a lesson that even a Hollywood power couple like Kristen Bell and Dax Shepard — stars of the NBC sitcom “The Good Place” and “Parenthood” respectively, can appreciate.

“[Kids] They are parasites,” Shepherd jokes CNBC Make It. “They don’t bring anything,” Bell adds.

In a sense, the couple’s two daughters – who are 6 and 8 years old – are responsible for their latest business venture. In 2019, Bill and Sheppard co-founded hello cute, a Los Angeles-based startup that sells a range of natural baby products, from nappies and wipes to sunscreen. The reason, Bill and Sheppard say: Celebrities like them shouldn’t be the only people with access to ‘affordable’ [and] Outstanding child care.

The company’s executive team handles day-to-day business operations, but Bell and Sheppard say they’ve been consulted on every major decision, from the ingredients that go into their products to the recent opening of Hello Bello’s production plant in Waco, Texas.

At first, the brand Launched At more than 4,700 Walmart locations across the United States, its products are also available at retailers such as CVS, Kohl’s, and Albertson’s. The company estimates it will generate $200 million in total sales by the end of 2021, nearly double its total sales since 2020, according to a spokesperson.

Bell says most brands only meet a few criteria that are important to parents: ingredients that are natural, eco-friendly, and affordable.

“We’re a little shocked that no one is trying to tackle all of this stuff,” she says.

How star power leads to lower prices

For Bell and Shepherd, starting Hello Bello felt like calling out their own privilege as celebrity parents, whose success meant they didn’t have to worry about the cost of buying supplies for their kids.

“[We] She didn’t have to look at the receipt, “Bill says of shopping for her kids. And we didn’t lose that on us.”

But it was also an opportunity to create a for-profit company that makes affordable products in an unsustainable market. Therefore, Bill and Sheppard searched for executive partners with experience in the field.

They found one in co-CEO Sean Kane, who Previously co-founded The Honest Company with actress Jessica Alba. (The other co-CEO is TV producer Jay McGraw, son of TV host Dr. Phil McGraw.)

“You have to surround yourself with people who are 20 times smarter than you and have 20 times your experience,” Shepherd says.

The company’s prices are competitive. Sold 27pcs Hello Bello Size 3 Diapers $7.97 on Walmart.com. Similar products from Huggies, Pampers and The Honest Company are sold on the same website $8.27And $9.47 And US $22.61 Straight.

Bill and Sheppard say the production plant in Waco plays a key role in maintaining affordability, by keeping US manufacturing at bay. press release The company announced the plant in December, and said such a strategy createsLogistics efficiencies, such as lower shipping costs.

In addition, as public figures, the couple can save on marketing expenses by promoting the brand themselves. Together, Bill and Shepherd have over 18 million followers on Instagram. The goal, both, is to keep Hello Bello’s prices as low as possible for as long as possible.

“That doesn’t mean we’ll never raise prices,” Bell says. “But making it in America, not dealing with external supply chains, buying local raw materials … gives us the infrastructure to succeed with that commitment.”

Why does the Bill and Sheppard strategy work?

Industry analysts say the strategy of focusing on affordability has worked so far. “Hello Bello’s brand success is built on price competitiveness, sustainability and transparency,” says Noam Dorros, Principal Analyst at Gartner. “Its price remains affordable, which is critical to the target market.”

Dorros adds that Hello Bello’s products are eco-friendly and plant-based, making them attractive to the growing number of shoppers who want to know where their products are made and what ingredients are used.

As the company grows, Bill and Sheppard say they want to use its success to give back. Since its launch, Hello Bello says it has donated more than five million nappies worldwide to families in need through the “Giving” pledge — a relatively common practice in the industry, brands like hugging And pampers He also donates millions of diapers each year.

This year, Hello Bello also requested nominations for Inspirational Moms across the country, and According to her website, one winner was randomly selected from each state represented in the pool of nominations to receive an annual supply of diapers.

The company’s website as well direct customers For nonprofits where they can support parents in need, I recently started a community-sourced “diaper fund,” which Bill calls the “GoFundMe of diapers.”

“Anyone can continue to work and meet the needs of others, so you can support your local community, or people you don’t know, and you can help them get the nappies they need,” she says.

Bell says this is all part of a mission-driven approach to making baby products.

“We wanted this company that drives it to matter,” she says. “Where no one has to choose between their child or their budget.”

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