O Positiv Launches Three New Products at Target Nationwide, With New URO Vaginal Probiotic + Multivitamin Available Exclusively at Target
The expansion brings three new URO products to more than 1,600 stores nationwide on endcap, marking a major expansion of the brand’s best-selling assortment at Target
O Positiv Health, the brand behind the #1 best-selling vaginal probiotic in the U.S.1, today announced it is expanding its URO line at Target with three products: URO Vaginal Probiotic + Multivitamin, URO Vaginal Probiotic Gummy, and URO pH-Balanced Probiotic Wash in a new Vanilla & Honey scent.
The expansion also marks the debut of URO Vaginal Probiotic + Multivitamin, launching exclusively at Target ahead of its future release on OPositiv.com. A line extension of the brand’s best-selling item – the #1 best-selling vaginal probiotic in the U.S.1 -the new innovation combines URO’s best-selling vaginal probiotic formula with a women’s multivitamin, creating a 2-in-1 formula specifically designed to support women’s overall health and nutrition with targeted vaginal benefits*.
“Target has been a true partner in our mission to bring real, effective solutions to women,” said Bobby Bitton, Co-Founder of O Positiv. “Target was the first retailer to believe in what we were building, and it’s been a joy to watch this partnership grow into what it is today, as we are proudly the #1 brand in Intimate Care at Target.3”
The expanded assortment includes:
URO Vaginal Probiotic + Multivitamin: Brand-new to the URO line, this daily capsule combines O Positiv’s best-selling vaginal probiotic formula with a women’s multivitamin blend. Formulated to support healthy vaginal pH and odor alongside women’s everyday nutritional needs.*
URO Vaginal Probiotic Gummy: A pink pineapple-flavored daily gummy formulated with Bacillus coagulans SNZ 1969®, Vitamin D, and Vitamin C to support vaginal health, digestion and gut health, and women’s nutrition.*
URO pH-Balanced Probiotic Wash — Vanilla & Honey: The TikTok-viral intimate wash, now in a new scent. Gentle, pH-balanced, and powered by probiotics, it’s formulated with a skin-nourishing blend of hyaluronic acid, aloe leaf juice, and vitamin E that cleanses without disrupting the body’s natural balance.*
The full lineup, alongside O Positiv’s existing assortment, will be available at Target stores nationwide and on Target.com.
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About URO by O Positiv Health
URO by O Positiv Health is a sexual and vaginal health company focused on delivering science-backed, stigma-free solutions for intimate wellness, hormonal balance, and vaginal comfort—while helping break down long-standing taboos in women’s health. Anchored by its hero URO line, including URO Vaginal Probiotic, the #1 best-selling vaginal probiotic1 designed to support healthy vaginal odor* and a top-performing intimate care SKU nationwide, URO by O Positiv has become one of the fastest-scaling brands in the category with 7M+ customers served to date.
With more than 267k five-star reviews2 and category-leading performance across Target, Amazon, TikTok Shop, and OPositiv.com, URO by O Positiv is building an omnichannel ecosystem rooted in accessibility, education, and measurable results. Through its State of the Vagina Report, URO by O Positiv shines a light on the real experiences women face and works to normalize typically taboo conversations around intimate care. The brand further supports health empowerment through its partnership with the American Cancer Society, where it has served as the leading mission-impact sponsor of the Santa Monica 5K walk since 2024. Follow URO by O Positiv on Instagram and TikTok at @opositiv.
*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.
Footnotes
*Byzzer Total FMCG Dollar Sales 52 weeks ending 7/4/26 + Jungle Scout Amazon Sales for “”Vaginal Probiotics”” products last 30 days ending 08/21/26
*Aggregated review count across opositiv.com, Shop App, AMZ, TikTok Shop, all products, as of 8/14/26 *
*Circana IRI Total Target Dollar Sales 52 weeks ending 6/14/26
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