Zambezi and The Honest Company Drop the Euphemisms in Flushable Wipes Campaign
Today, a new survey of 2,000 women, ages 25 to 44, conducted by Talker Research on behalf of The Honest Company, Inc. (NASDAQ: HNST), unveiled that honesty is in, and embarrassment is officially out when it comes to talking about what goes on “down there.” The Honest Company is stepping into a more direct, unfiltered conversation with the launch of a new Honest Flushable Wipes campaign — “It’s Time to Get Honest” — and a collaboration with SUGARED + BRONZED, the nation’s leading sugaring hair removal and custom airbrush tanning destination.
The campaign is appropriately titled “It’s Time to Get Honest” to invite women to come clean about what goes on “down there.” The colorful integrated effort brings Honest back to its modern, relatable roots, trading soft, sanitized language for clear, confident candor—while tackling a category that has historically relied on humor or avoidance.
The campaign features a bold spot, vivid imagery, conversation-starting headlines, and The Toilet Paper, a full broadsheet newspaper with columns aimed to get women talking: Real Poop Stories, Panty Horoscopes, Bathroom Politics, and more. The newspaper is designed to reflect what women experience and how they actually speak, rather than softening or sidestepping the topic.
Click here to watch the :30 spot on YouTube Shorts.
The campaign is rooted in a simple insight: most brands (and the general population) treat bathroom talk as taboo for women, but the reality is, women share openly with each other when it comes to their bodies. Conversations around poop, periods, and overall vaginal health are already happening—openly and honestly—between friends, in group chats, and across social platforms. In fact, a recent survey conducted by Talker Research on behalf of Honest indicates that female friends are the number one confidant for women across the board, with 59% openly discussing things like menstrual symptoms. This new campaign meets that reality head-on—when you confront embarrassing topics out loud, you shatter the taboos around them.
There’s No “Sh” in “It Girls”
According to the poll, for many women, bathroom talk is just another everyday conversation.
- 42% have these chats weekly
- 11% have them daily
- Only 16% say they’d never go there
Female friends rank as the top confidants across the board – from discussing menstrual symptoms (59%) to love life struggles (50%) and even family drama (49%). And with age comes a little more grace and authenticity, with 65% saying they’ve grown more comfortable discussing their bodies over time.
“Women’s bodies and hygiene have long been treated as taboo topics,” said Brenna Israel Mast, Senior Vice President of Integrated Marketing Communications at The Honest Company. “At Honest, we’re uniquely positioned to help normalize these topics because supporting women with thoughtfully designed products grounded in transparency has always been core to our brand. Through our Flushable Wipes campaign and collaboration with SUGARED + BRONZED, we’re encouraging more open dialogue around women’s everyday experiences while helping them feel clean and confident.”
To meet women at the intersection of vulnerability, self-care and confidence, Honest is teaming up with SUGARED + BRONZED, the nation’s leading sugaring hair removal and custom airbrush tanning destination. Starting today, clients visiting selected locations across California, New York, Texas, Florida, and Pennsylvania will be surprised and delighted with a pack of Honest Flushable Wipes and The Toilet Paper from Honest, while supplies last, to give them an extra boost in confidence when baring it all this summer.
The creative sparks a broader cultural conversation and addresses an important problem: women are taught to shrink or hide their bodily realities, like periods, poop, and discharge. Femininity is wrapped up in obligatory modesty. Rather than lean on jokes or euphemisms, the work aims to normalize women’s reality, because the fact is, women are already having open conversations about what goes on “down there”—just not with brands. That disconnect is exactly what Honest is targeting. The move comes as the adult wipes category continues to expand beyond its male-skewing roots, and also carves out a clear place for Honest beyond its historical recognition as a baby-focused brand.
The campaign aims to change behavior—turn women reaching only for toilet paper into devotees of wipes, because once you know what truly clean feels like, there’s no going back.
As Honest Flushable Wipes rapidly expands distribution nationwide beyond Amazon and Target — including recent Walmart expansion and other planned retailers— the “It’s Time to Get Honest” campaign extends across social, CTV, out-of-home, and influencer partnerships with Hannah Berner of Giggly Squad, Kat Stickler, Tia Mowry, Whitney Leavitt, and Karla Burton.
CREDITS
Client: Honest Flushable Wipes
CEO: Carla Vernón
SVP, INTEGRATED MARKETING - Brenna Israel
PRESIDENT, ADULT OPERATING UNIT - Megan Williams
CREATIVE DIRECTOR - Kirby Sandifer
ASSOCIATE DIRECTOR, CREATIVE OPERATIONS - Blake Zimmerman
BRAND MANAGER - Rachel Kim
Advertising Agency: Zambezi
CEO: Jean Freeman
Founder: Chris Raih
President: Laura Stayt
Chief Creative Officer: Gavin Lester
Group Creative Director: Taylor Black
Senior Art Director: Graciela Robertson
Senior Copywriter: Jessica Nugent
Executive Producer: Jeri Low
Integrated Producer: Matt Valdepena
Group Account Director: Alyssa Tigue
Account Supervisor: Angelina Nguyen
Head of Strategy: Matt Babazadeh
Strategy Director: Marisa Perazzelli
Associate Director, Project Manager: Lauren Northcott
Shoot Production
Production Co: LF Productions
Directors: Chris McPherson & Jeff Minton
Producer: Laura Fend
1st AD: Viri Farias
Production Assistant: Maria del Mar Aguilar
Photographer Assistant: Sydney Krantz
Stylist: Alice Gamush
Props: Natalie Montoya
HMU: Frank Villa
Editorial
Editor: Chris Kursel
Producer: Matt Valdepena
Finishing:
Sound Designer / Mixer: Fiddleleaf - Ben Freer
Colorist: Brandon Chavez
Assistant Editor: Tyler Beck
Producer: Gerardo Lara
VFX: Tom Hall
VFX: Maribeth Emigh
Retouching
Retouching Co: Due Tres
Retoucher: Rusty Sena
Social Production:
Senior Production Artist: Martin Odisho
Senior Designer: Shelby Norman
Design Director: Anna Stark
Newspaper Production Partners
Avo Collective
ARTPRODUCT
