Hilary Duff has launched a partnership with Naturalena Brands and its two brands – Happy Little Camper, which offers all natural and earth-friendly diapers and wipes, and Veeda, a plant-based feminine care line offering natural tampons, pads, and liners. As Happy Little Camper and Veeda’s chief brand officer, Duff will help bring high quality, cost-effective, natural and eco-friendly solutions to consumers worldwide. The announcement was first made at a celebratory launch event hosted by Duff in Los Angeles on Sunday, Nov. 10.

“It’s so rare to find products that are natural and sustainable without sacrificing functionality,” says Hilary Duff. “As parents, we want what’s best for our kids and as a woman it’s important to think about my own health when it comes to what I put in my body. Happy Little Camper and Veeda are changing the way we think about the products we use and I’m so excited to take on this role and help further our mission to provide clean, plant-based products that are safe and accessible for babies and moms.”

As part of her new role, Duff will work integrally on product innovation, creative design, and building brand recognition and overall strategy for both Happy Little Camper and Veeda.

“We are excited to announce our partnership with Hilary and the next phase of our Naturalena Brands journey,” says Naturalena Brands co-founder and global director, Adrian Forsyth. “Our partnership with Hilary allows us to garner focus not only on our brands but our foundation and social causes for women and children’s health which is at the core of the organization’s DNA. Hilary has jumped in and is already contributing strategic direction and input to our marketing team as we further develop premium products for our customers.

“Hilary will bring greater exposure to Naturalena Brands and we feel we will be able to further increase our impact on our community with greater and increased social causes both locally and internationally. We have delivered many charitable donations over the years and continue to look at how we partner with other organizations and increase giving and awareness of period poverty, a solvable issue, on both the community and global scale. Hilary and I will be working hard to expand these programs in the future, and we couldn’t be more excited to finally announce.”

Happy Little Camper offers 100% natural cotton wipes, flushable wipes, and natural cotton diapers, all of which are third party tested and dermatologically approved. Veeda was created as a healthy alternative to conventional feminine care products that were full of harsh chemicals and currently offers Lite, Regular, Super, and Super Plus 100% Natural Cotton tampons in both applicator and applicator-free styles. Pads and liners are also available with 100% natural cotton cover sheets,as well as 100% Natural Cotton Feminine wipes with Vitamin E.

Happy Little Camper and Veeda work closely with The Naturalena Foundation, a charitable organization dedicated to providing assistance to women and children worldwide. To date, the Naturalena Foundation has donated 2.5 million pads and 1 million tampons to help end Period Poverty as well as 1000 diaper boxes and 5.5 million wipes to 100 global organizations.