Hello Bello, a new collection of expertly formulated, plant-derived baby necessities, launched exclusively at Walmart stores nationwide, on Walmart.com and HelloBello.com. Founded by parents Kristen Bell and Dax Shepard, along with Sean Kane (co-CEO), Jay McGraw (co-CEO) and Jennifer Pullen (CFO & COO), the complete line of products is designed to give every parent access to high-quality, better-priced everyday essentials that are better for babies, budgets and the planet.

“As a mom of two, I know how beautifully messy parenthood can be, and that’s why we created Hello Bello – a line of premium, super-effective baby care products to take care of your kids from head-to-butt-to-toe,” says co-founder Kristen Bell. “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.”

Hello Bello will launch with 10 products across multiple SKUs, ranging in price from $1.88 to $23.94, with the majority under $8. Parents can expect products formulated with safe and effective ingredients, including organic botanicals when possible; delivering greater comfort and performance including diapers, wipes, shampoo & body wash, bubble bath, baby lotion, diaper rash cream, hand sanitizer, mineral sunscreen, bug spray and laundry detergent.

“We know parenting is hard enough as it is,” shares co-founder Dax Shepard. “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 in addition to enhancing the shopping experience, which includes a remodeled baby department in more than 2000 stores and a new shopping destination on Walmart.com that helps parents shop curated nursery design styles.

“We want to be a destination for parents to get everything they need for baby,” says Melody Richard, vice president of Baby at Walmart. “Hello Bello is a fantastic addition to our assortment, enabling us to offer a fun, exclusive and affordable option for parents who prefer products made with organic and plant-based ingredients.”

Hello Bello premium diapers have a specially designed core with proprietary spherical absorbent technology that can absorb over 50 times its weight in fluid – allowing reduced waste (less material) while still providing serious leak protection. They offer a secure and comfy fit that’s breathable to promote good skin wellness, without the chlorine-processed fluff, artificial fragrances and lotions found in many other diapers. Will launch with five adorable designs in-store and 13 online.

Using a fragrance-free, hypoallergenic, over 99% water formula with aloe and chamomile, Hello Bello wipes are gentle and soothing on skin. And the thick, plant-based cloth makes them tough enough to help with whatever mess little ones throw at their parents (literally).