The wearable supplement brand says it reached Walmart through a cold email, targeting the retailer's fast-growing digestive health aisle
Credit: Barriere
Barrière is bringing what it describes as the first lactose intolerance patch on the market to 1,700 Walmart $WMT stores, alongside a motion sickness patch, according to CNBC. The wearable supplement brand's CEO and co-founder, Cleo Davis-Urman, told CNBC that Walmart was chosen specifically because the retailer has the largest and fastest-growing digestive health aisle in the country.
Davis-Urman said the Walmart partnership began with a cold email she sent to the retailer. She described the approach as deliberately targeted — pairing the right product with the right retail partner rather than expanding broadly across channels.
The lactose intolerance patch, which the company says delivers results comparable to Lactaid products, also promises to reduce bloating and discomfort. Ingredients are absorbed through the skin via ultrasmall vitamin particles that activate with body heat, Davis-Urman told CNBC, with each sticker remaining effective for as long as 12 hours. Monthly packs retail for roughly $13 to $18.
Barrière has expanded from about 600 store locations in the second quarter of 2025 to more than 6,000 in the second quarter of 2026, according to the company. Davis-Urman told CNBC that Barrière projects revenue of $10 million in 2026, double its 2025 figure, with a current valuation of $19 million.
None of Barrière's products carry FDA approval. The 1994 Dietary Supplement Health and Education Act governs how the agency treats such products — placing them in the food category rather than the drug category and giving companies broad latitude over their own marketing claims. Davis-Urman said Barrière manufactures in the U.K., where she said the regulatory equivalent of the FDA applies stricter standards — a signal she described as meaningful to health-conscious consumers.
FDA figures put the total supplement market at roughly $60 billion, encompassing upward of 100,000 individual products. AlixPartners, a consulting firm, projects the vitamins and supplement segment will expand by 11% through 2027.
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