WILMINGTON, DE — Sexual wellness company nixit is expanding distribution of its condom products to nearly 2,000 Walmart stores across the United States, a move that significantly broadens the brand’s retail footprint as competition grows in the consumer health and personal care market.
The rollout marks the largest retail expansion in the company’s history and places its products in one of the nation’s largest retail chains, increasing access to a category that has traditionally been dominated by established condom manufacturers.
Founded in 2019, nixit initially gained traction through its reusable menstrual disc and has since expanded into sexual wellness products. The company said the Walmart placement includes its Stamina Squad 12-pack and Marathon 24-pack condoms.
The expansion comes as contraceptive preferences continue to evolve. According to data cited by the company, birth control pill use among U.S. women ages 18 to 49 declined from 33% in 2022 to 29% in 2024, while condom use has increased.
nixit positions its condoms as being formulated without ingredients commonly found in some competing products, including fragrances, spermicides, glycerin, casein, and warming agents. The company argues that those ingredients can contribute to irritation or discomfort for some users.
“For too long, cleaner sexual wellness products have been harder to find than they should be,” founder Rachael Newton said. “Launching in Walmart is a huge step in making vagina-friendly condoms more accessible to more people.”
The company has remained self-funded since its launch and said the Walmart agreement represents a major milestone in its growth strategy.
The condoms are made from natural rubber latex and lubricated with silicone oil. The Stamina Squad 12-pack carries a suggested retail price of $13.97, while the Marathon 24-pack is priced at $22.97.
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