Walmart announced that it will begin carrying sister brands Plus Ultra and Zimba this March. Both female-founded and female-run companies, Plus Ultra is the first sustainable brand of eco-friendly replacement heads for electric toothbrushes and oral care products, while Zimba produces a line of affordable, premium and fun flavored teeth whitening products. Gen Z and Millennials, which collectively account for close to 43% of the U.S. population, are making buying decisions based on natural and sustainable choices.

Three-quarters of Gen Z consumers consider sustainability more important than brand names, and the same percentage of Millennials are also shifting their buying habits toward eco-conscious products. Plus Ultra, already sold in such natural retail venues such as Whole Foods Markets, Thrive Market and Lassens, will make the mainstream leap into approximately 600 Walmart stores nationwide with two of its innovative products: replacement heads made from recycled plastic that are compatible with Philips Sonicare and Oral-B, available in two-packs with plastic-free, FSC paper packaging. Zimba, whose retail distribution currently includes Sprouts Farmers Markets and Erewhon, will initially enter around 4500 Walmart stores nationwide with four products: Mint Teeth Whitening Strips (a two-week supply), Coconut Teeth Whitening Strips (a two-week supply), Zimba's On-the-Go Kit (LED Light + Teeth Whitening Pen), and Zimba's Ultimate Teeth Whitening Kit (LED Light + Teeth Whitening Pen + Mint Teeth Whitening Strips).