Jukebox comes to Walmart.

The women’s personal care brand was spun off from the men-focused Dr. Squatch brand and officially launched in January 2023. Now it’s announcing its first major retail launch and will be available in all Walmart stores nationwide with 14 stocking units in the natural beauty department. According to the team, Jukebox is expected to hit eight-figure sales this year.

Jukebox’s soap ($8) and deodorant ($14) will each be available in seven music-inspired scents, including Watermelon Disco, Mango No. 5, Sky Blue Malibu, Rose Hips Don’t Lie, Vanilla on Vinyl, Lavender Fields Forever and Born to Be Wild.

Jukebox was born out of several trends that the team at Dr. Squatch recognized among the brand’s buyers.

“We have a lot in common. First, like Dr. Squatch, we take a fun, lighthearted and silly approach to the natural products category… while remaining committed to high performance,” said Jukebox CEO Emily Woods.

“The number of female customers buying Dr. Squatch grew. It started at about 50 percent and has grown steadily since then. They were usually buying for their significant others or their sons,” Woods continued. “We often heard that they were stealing their soaps because they were so enthusiastic about their effectiveness. They craved more feminine scents.”

But while the team took inspiration from Dr. Squatch to create unique scents with surprising notes, Jukebox was also based on key insights about the female customer. For example, the team found that 78 percent of women sing in the shower and that favorite bands and musicians often cross generations – so a music-inspired approach was just right for Jukebox.

Over the past 18 months, Jukebox has built a fan base consisting primarily of health-conscious, young women in their 30s who are starting families, and is now ready to enter the retail market. Woods says entering the market with a large number of scents was crucial.

“It’s important that the shelf offers an appropriate level of olfactory breadth. People can interact with it,” she said, noting that the brand has found that women often buy two to three fragrances at a time.

While soap, like Dr. Squatch, is Jukebox’s flagship product, Woods says deodorant is catching up. Currently, sales are split about 60/40 between soap and deodorant.

“The deodorant is enjoying rapid popularity and has captured an ever-increasing market share in our product portfolio,” said Woods.

Similar to Dr. Squatch, which has previously collaborated with franchises such as Star Wars and The Avengers, Woods said the brand will soon launch some collaborations, including one with a “major band” that will hit Walmart shelves in the first quarter.