The women’s body care brand was spun off from men’s-centric Dr. Squatch , and officially launched in January 2023. Now, it is announcing its first major retail launch , entering all Walmart doors nationwide with 14 stock keeping units in the naturals aisle. According to the team, Jukebox is expected to exceed eight figures in 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 due to several trends the Dr. Squatch team was recognizing with the brand’s shoppers.
“There’s a lot of similarities that we have. The first is that, like Dr. Squatch, we’re taking a fun and lighthearted, silly approach to the naturals category…while still maintaining a commitment to high performance,” said head of Jukebox Emily Woods.
“The base of people [shopping] Dr. Squatch that were women was growing. It started around like 50 percent, [and] it’s been growing ever since, typically shopping for their significant others or their male sons,” Woods continued. “We often heard that they were stealing their soaps because they loved how effective they were. They were longing for more feminine scents.”
But while the team took inspiration from Dr. Squatch, creating unique scents that have surprising notes, Jukebox was also built on key insights about the female consumer. For example, the team found that 78 percent of women sing in the shower, and oftentimes, favorite bands and musicians can be cross-generational — therefore, a music-inspired angle was the right fit for Jukebox.
Over the past 18 months, Jukebox has grown a fanbase, primarily of health-conscious, young 30s women starting families, and is now ready to enter retail . According to Woods, rolling out with a significant number of scents was crucial.
“It’s important to have an appropriate level of olfactive breadth at the shelf. People can interact with it,” she said, noting that the brand has found women will often buy two-to-three scents at a time.
While soap has been the legacy product for Jukebox, as it was with Dr. Squatch, deodorant is catching up, according to Woods. Currently, sales are split about 60/40 between soap and deodorant.
“The deodorant has been growing fast and furious and taking over product mix share within our portfolio,” Woods said.
Similarly to Dr. Squatch, which has previously partnered with franchises like Star Wars and The Avengers, Woods said that the brand will have some collaborations rolling out soon, one with a “huge band” that will hit Walmart shelves in the first quarter.
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