Walmart Expands its Premium Beauty Selection and Launches New Brands with Walmart Start Accelerator

Walmart's Push into Premium Beauty and New Start Accelerator Brands

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According to WWD, Walmart’s beauty game is getting stronger, with big moves to expand its premium beauty selection and support new up-and-coming brands. Last summer, Walmart started adding premium beauty products to its online marketplace, and it’s been a hit. Initially starting with just 20 brands, there are now more than 80 premium beauty brands available, including skincare, haircare, and hot tools. Some of the most popular products in the lineup come from names like T3, CosRx, and Victoria's Secret.

New arrivals this month include La Roche-Posay skincare, Buxom lip products, and Tizo skincare, giving Walmart customers even more exciting options. But it’s not just about online shopping. In-store, Walmart’s making waves too. They’ve partnered with Space NK, a luxury beauty retailer, to bring prestige beauty directly to their aisles, including a new co-branded line, BeautySpace.

As Walmart builds its beauty empire, they’re also pushing the Walmart Start Accelerator Program, which helps new beauty brands get their products into Walmart stores and on the website. This year’s new cohort includes Maison 276, a brand for silver and blonde hair, Nappy Styles, a natural hair care line, and Kativa, a hair care brand. These brands will benefit from Walmart’s guidance, mentorship, and support to grow their businesses while making waves in the beauty industry.

Overall, Walmart’s strategy seems to be working, as they’re seeing growth in both premium beauty and everyday essentials, like fragrance and nails. Customers love the convenience of getting salon-quality products without the hefty price tag, and the beauty department is only going to keep expanding.

In short, Walmart’s beauty selection is getting more luxurious, and with initiatives like Walmart Start, the future of beauty shopping is looking brighter for smaller, emerging brands.