Millie Moon expands distribution with Walmart launch across the U.S.

Millie Moon, a fast-growing brand in the baby care segment, announced the expansion of its Luxury Diapers and Sensitive Wipes to Walmart stores across the United States. As of June 30, the brand’s core lineup is now available on Walmart.com and is gradually reaching thousands of physical retail locations nationwide.

The entry into Walmart reinforces Millie Moon’s positioning as a premium alternative in baby care, now with broader accessibility. Known for its CloudTouch™ Softness, up to 12-hour leak protection, and plant-based formulations, the brand aims to meet growing consumer demand for high-performing yet affordable personal hygiene products.

“We are thrilled to be partnering with Walmart as we continue our U.S. growth”, said Amelia Watson, Head of Marketing at Millie Moon. “Their commitment to delivering trusted, high-quality products to families aligns perfectly with our mission”.

Since its market debut, Millie Moon has built a loyal consumer base with more than 14,000 five-star reviews and endorsements from sources such as Parents, Good Housekeeping, and The Bump. Its products are dermatologist-approved, cruelty-free, and free from lotions, fragrances, and latex – features that resonate with health-conscious and sustainability-driven families.

The move also aligns with Walmart’s strategic goal of diversifying its baby care offering with brands that emphasize both trust and innovation.

“Millie Moon offers that great combination of premium performance and everyday affordability, and we’re excited to welcome the brand to Walmart and offer it to our customers both in store and online”, said Rylan Allen, Vice President of Baby, Merchandising at Walmart.

• Millie Moon Luxury Diapers: recognized by Good Housekeeping as the “Softest Diapers,” these diapers feature the brand’s signature CloudTouch™ material and up to 12 hours of leak protection.
• Millie Moon Sensitive Wipes: made with 99% natural, plant-based ingredients and enriched with aloe, avocado, and marigold. Named “Best Wipes for Sensitive Skin” by Parents in its Best of Baby Awards 2025.

With this retail expansion, Millie Moon aims to strengthen its distribution network in North America and increase its visibility among a broader range of consumers, including value-driven families seeking premium solutions.