Walmart is introducing Winx Health, a women’s health startup, into roughly 1,200 of its U.S. stores, as well as Walmart.com.
The partnership puts a line of at-home health Walmart-exclusive combo kits on shelves, none of which need a prescription to buy. The kits cover UTI + Vaginal Health pH testing, which has historically involved either a doctor’s visit/prescription or a couple of hundred dollars on a direct-to-consumer site.
“The women’s health aisle has been an afterthought for decades — underfunded, under-innovated, and completely out of touch with what women actually need,” said Cynthia Plotch, co-founder of Winx Health, in a statement to the press.
The deal marks a significant scaling effort for the brand, which has tripled its retail revenue over the past three months.
Democratizing diagnostic testing
Beyond the kits, the rollout introduces a complete packaging redesign across the entire Winx Health line to provide clearer, more intuitive labeling that would address the stigma, confusion, and logistical hurdles women face when seeking care.
By leveraging Walmart’s footprint, where 90% of Americans live within 10 miles of a store, the brand aims to make testing as accessible as a routine grocery trip. The retail giant sees about 280 million shoppers a week across more than 10,900 stores and websites in 19 countries.
Jamie Norwood, the other co-founder of the company, told industry news outlet Modern Retail that the whole point of the Walmart push is reach. Plenty of women who’d benefit from these tests aren’t going to spend $200 on one or take an afternoon off work to see a doctor. Walmart is where those shoppers already are.
The Winx rollout is one piece of a busier year for the retail chain. Walmart in mid-April said it plans to remodel more than 650 Supercenters and Neighborhood Markets across the country in 2026. Other adjustments have been smaller and on a store-by-store basis. One location in South Philadelphia recently removed its self-checkout lanes, the latest move in an ongoing tug-of-war within the company over how much of the checkout process to automate.
Sources: Walmart, Fitt Insider, The Sun, Modern Retail