“Frozen” and “The Good Place” star Kristen Bell launched a vegan and cruelty-free baby care line in Walmart.
The voice of Anna in the “Frozen” film franchise created the line, called Hello Bello, in collaboration with her husband actor and podcast host Dax Shepard. The couple has two children.
Bell and Shepard developed the concept for their vegan baby care line for two years, POPSUGAR reports.
“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,” Bell said in a statement. “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 features diapers and hypoallergenic personal care products including baby lotion, bubble bath, diaper rash cream, shampoo and body wash, laundry detergent, bug spray, and sunscreen.
“We know parenting is hard enough as it is. Parents shouldn’t have to choose between what’s good for their baby and good for their budget,” said Shepard.
Products are formulated with organic aloe, jojoba, calendula, avocado, and cucumber extracts. Aside from a pack of diapers, most items cost under $8.
“I wanted [the products] to be absolutely everything that I would want to use on my baby, but at a price point that everyone could afford,” Bell explained on the “Ellen Show” earlier this week.
Vegan Baby Care
The demand for cruelty-free and vegan baby care is on the rise, according to retail trend platform RSFK. This is thanks in part to millennial parents seeking “clean” ingredient labels and transparency from companies.
Brands making natural, vegan baby care products include Saje Baby, Azafran Organics, Babo Botanicals, Natracare, Tom’s of Maine (the brand is cruelty-free, but not completely vegan), and California Baby. The latter developed the first-ever plant-based preservative for skincare from anise seed and a type of basil in order to replace synthetic preservatives like sodium benzoate.
Bell joins the ranks of other celeb moms launching into the baby care market; Jessica Alba, launched the vegan-friendly baby care brand, the Honest Company, now valued at more than $1 billion. Jennifer Garner recently joined the vegan baby food startup Once Upon a Farm as co-founder and chief brand officer.