Eunique Jones Gibson, the innovative African American founder and CEO of The Happy Hues Co., has introduced a new wave of joy and cultural representation to Target's baby aisle. Known for her previous successes with Because of Them We Can and CultureTags, Gibson’s latest venture is transforming the baby care industry. The Happy Hues Co. launched with Big-ups, their flagship training pants, featuring four diverse characters that embody the vibrancy of various communities. With products like these, The Happy Hues Co. is not just another brand; it’s a celebration of diversity and joy in the world of baby essentials.
The launch of The Happy Hues Co. marks a significant moment in retail, particularly for a Black woman-owned business entering a market traditionally dominated by large corporations. Gibson’s journey in bringing this brand to life reflects the determination, creativity, and resilience that Black women contribute to industries where they have been historically underrepresented. The success of The Happy Hues Co. isn’t just about providing quality products but also about challenging industry norms and creating space for underrepresented voices.Reflecting on the journey, Gibson shared, "We’ve been putting in the work for over four years, so to see our products on Target shelves just 18 months after launching is surreal. It’s not just about being on the shelf — it’s about what it means for our community to see a Black-owned, mom-founded brand in this space." This achievement underscores the importance of representation and the power of diverse stories, even in something as commonplace as the diaper aisle.
The Happy Hues Co. has expanded its presence at Target by introducing additional products like Cuddlers diapers for newborns and Go-Getters diapers for active toddlers. These products, along with the flagship Big-ups training pants and Wipe Me Downs baby wipes, are now available both in-store and online. The expansion reflects the brand's commitment to offering high-quality, culturally relevant baby care products that cater to a broad range of needs.
Beyond the shelves, The Happy Hues Co. is also making strides in media representation. The brand has launched a 3D animated series featuring diverse characters, ensuring that children not only see themselves in the products they use but also in the content they consume. Additionally, the Happy Hues crew member module on their website allows children of all backgrounds to create personalized characters that reflect their unique beauty and brilliance, fostering a sense of belonging and representation.
Eunique’s vision for The Happy Hues Co. extends beyond products; it’s about creating a community where children see themselves and others in a positive light. "It’s not just about creating products; it’s about making sure our children grow up in a world where they see themselves reflected while also developing an appreciation for others who look nothing like them," Gibson explained. The Happy Hues Co. is more than a brand—it’s a movement that affirms the journey of every child and builds a supportive community for parents, caregivers, and little ones alike.
Explore their products at Target stores nationwide and online, and visit HappyHues.com
Also, be sure to follow the brand on Instagram @TheHappyHuesCo