The Honest Company is tackling one of advertising’s longest-running taboos with a new integrated campaign that encourages women to speak openly about the realities of their bodies, bathroom habits, and personal care.
Created by Denver-based agency Zambezi, the nationwide effort introduces the platform “It’s Time to Get Honest,” positioning Honest Flushable Wipes as part of a broader conversation around transparency, self-care, and authenticity.
The campaign was inspired by new research commissioned by Honest that suggests women are far more comfortable discussing topics such as periods, vaginal health, and digestive issues than many brands assume. According to a survey of 2,000 women ages 25 to 44, 42% regularly discuss these topics at least once a week, while only 16% said they never engage in such conversations.
Rather than relying on euphemisms or avoiding the subject altogether, the campaign leans directly into the kinds of conversations women are already having with friends, family members, and online communities.
At the center of the campaign is The Toilet Paper, a custom-created newspaper filled with humorous and candid features including “Real Poop Stories,” “Panty Horoscopes,” and “Bathroom Politics.” Designed as both a conversation starter and brand experience, the publication embraces the campaign’s direct tone while encouraging women to discuss topics that have traditionally been absent from mainstream advertising. Watch below:
“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.”
The effort also includes a hero film, social content, influencer partnerships, experiential activations and out-of-home advertising. Honest extended the campaign through a partnership with SUGARED + BRONZED locations across several states, where customers received samples of Honest Flushable Wipes alongside copies of The Toilet Paper.
For Zambezi, the campaign reflects a larger strategy of helping brands participate in cultural conversations rather than simply promoting products. By identifying the gap between how women talk privately and how brands communicate publicly, the agency created a platform designed to make a functional category feel more relevant and relatable.
The campaign supports Honest’s continued expansion into adult personal care while broadening perceptions of the brand beyond its baby-product roots. Honest Flushable Wipes are currently available through major retailers, including Walmart, Target, and Amazon.
Featured creators supporting the campaign include Hannah Berner, Kat Stickler, Tia Mowry, Whitney Leavitt and Karla Burton.
By replacing awkward euphemisms with straightforward honesty, Honest and Zambezi are betting that authenticity may be the most refreshing thing consumers can hear.
CREDITS:
BRAND: The Honest Company
- 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
AGENCY: The Honest Company
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
PRODUCTION COMPANY: 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
EDIT:
- Editor: Chris Kursel
- Producer: Matt Valdepena
FINISHING: Fiddleleaf
- Sound Designer / Mixer: Ben Freer
- Colorist: Brandon Chavez
- Assistant Editor: Tyler Beck
- Producer: Gerardo Lara
- VFX: Tom Hall
- VFX: Maribeth Emigh
RETOUCHING: Due Tres
Retoucher: Rusty Sena
SOCIAL:
- Senior Production Artist: Martin Odisho
- Senior Designer: Shelby Norman
- Design Director: Anna Stark
NEWSPAPER PRODUCTION PARTNERS:
- Avo Collective
- ARTPRODUCT
REELated:
