A strong relationship with Target is a major growth driver for wellness sticker brand NatPat. That and its hefty allocation of resources to advertising.

“We tend to spend about 40% to 45% of the company’s total revenues on customer acquisitions, advertising mainly,” said CEO and Co-Founder Michael Jankie.

NatPat’s Background as a Wellness Sticker Brand

NatPat is an Australian-based brand that launched in 2020. Its wellness products are stickers that consumers wear on their clothes that diffuse essential oils into the air. It debuted with the BuzzPatch, which is a natural insect repellent sticker, aimed at solving the problem of putting chemical-based repellents on children’s skin.

Many of the brand’s products are geared toward kids, as NatPat’s stickers are colorful and with cartoon animal pictures. NatPat has expanded its sticker products to other wellness solutions, such as stickers for focus, sleep and congestion.

Today, close to half of NatPat’s sales are from U.S. consumers, and Canada, Australia and the U.K. are other big markets for the brand, Jankie said. In total, NatPat sells in 32 countries, as well as on Amazon and direct to consumer online. Plus, for the past three years, the brand has had a blossoming relationship with retail chain Target.

NatPat Innovates For Target

After two years of delivering repeat sales in Target’s outdoor section, in 2025 the buyer in the mass merchant’s baby section approached NatPat to have the brand make a natural insect repellent sticker for babies, Jankie said. And so, it did.

“It was really obvious within a week of product going on store that we’d severely underestimated what was going to happen here, buyer included,” Jankie said. “And so we quickly went into manufacturing just more stickers.”

Now for the 2026 outdoor season, Target’s baby section buyer again contacted NatPat for more innovation.

“Target approached us, they said, ‘Hey, we have a spray in our section. It’s boring, do something fun with it,’” Jankie said. And so NatPat did.

It departed from its typical sticker format and created a fun bug spray that still had its all-natural ingredients and fun packaging. Target has told NatPat that its customers like its branding, product and package design, which is why the retailer is eager to work with NatPat on new products. Target did not respond to a request for comment.

“We have it in our DNA to be fun, to bring a smile to people’s faces, to stand out and have a personality,” Jankie said.

Unlike its stickers, the children’s bug spray has direct competitors. But, the product has the potential to drive a significant amount of sales, as most shoppers are accustomed to buying insect repellent in a spray.

“The spray for us is sort of like, well, this isn’t new category stuff, this is just, take a bite out of existing sales of what exists and try and do it in a spectacular way,” he said.

Sales Halo From Ads

The children’s bug spray launched in Target April 2026, and NatPat is “spending heavily” on Target.com advertising, Jankie said.

The sales data proves NatPat’s products are resonating with Target shoppers. For just the retail sales channel, NatPat had low seven figures of sales in 2024, high seven figures in 2025 and in 2026 the brand has already exceeded eight figures of revenue (more than $10 million).

Target will sell the spray exclusively through the rest of 2026. It does not have a formal agreement about exclusive products, but NatPat is open to it.

“We have a good relationship so we’d rather keep making fun, unique things in collaboration with the buyer at Target than make something that goes everywhere,” Jankie said.

NatPat will also use Target’s logo or Amazon’s logo when it advertises its products. This drives awareness to the fact that shoppers can find the products at multiple retailers and they can purchase them at whichever option is convenient for them.

“The truth is, ads work for us,” Jankie said. “Direct response advertising works for us in both direct response and then this halo effect of generating sales in our other channels.”

Looking For Marketing that ‘Cuts Through’

NatPat is profitable and growing, which allows it to have fun with new marketing initiatives, Jankie said. The brand has a “comfortable profit margin” that NatPat puts into a “research and development” budget. But part of the R&D budget is actually allocated toward marketing, advertising and new channel acquisition.

The brand is continually looking for ways it can “cut through” to reach shoppers. For example, one of NatPat’s marketing initiatives was a 10 episode cartoon series. The entertainment venture didn’t garner as many views as the brand would have liked but it might revisit it later this year, Jankie said.

“It’s a game you’re constantly chasing with the networks, like Meta, of the costs keep going up, the cost of acquiring new customers and reaching customers keep going up,” he said. “So what other fun ways, interesting ways, maybe a bit different ways can you find to get your brand showing up in the right way, in the right place.”