Walmart US expands beauty business – USA

Over the past year, Walmart has continued with its plans to transform itself into a top beauty destination. Talking to CosmeticsDesign-USA, the retail chain’s Senior Merchandising Director for Beauty, Paula Ryan, explained it has grown its beauty business, “by expanding our assortment to offer the wow-worthy and surprising beauty and personal care products and brands our customers are looking for”​.

Walmart has recently launched more than 40 new brands in the category and is working to further enhance its footprint in the indie beauty market, said Ryan. “[We’re] excited about the direction we’re heading,” ​he said.

Meeting Walmart shoppers’ beauty product and brand demands

“Our strategy has been to increase accessibility to innovative, high-quality and on-trend products at prices Walmart customers expect,”​ said Ryan, detailing how the household name has grown its presence in the beauty market.

As it moves forward with its ongoing beauty strategy, the high-street giant aims to deliver these beauty products through a balanced collection of heritage and indie brands.

“We know many of our customers trust heritage products and we look forward to continuing to offer those brands and evolve with them,” ​said Ryan. “And with indie brands, we’re able to tap into newer trends before they peak in interest.”​

“We have worked to prioritize high-quality, inclusive products that are accessible to all people at an incredible value,” ​she said. In its efforts to resonate with its diverse consumer base, Walmart has broadened its beauty selection by bringing in a number of products and brands. In doing so, Walmart hopes “to ensure everyone can find products that help them feel their best.”​

Brands include UOMA by Sharon C., which offers more than 30 shades of foundation, Kim Kimble’s hair care line designed for wavy, curly and kinky hair, and a growing assortment of products from Mindy McKnight’s Hairitage collection for every hair type. These efforts also include collaboration with founders and entrepreneurs of Black-owned and indie brands.

Launching its Black-Owned Beauty Collection and supporting BIPOC communities

“Our customers reflect the broad diversity of this country, as do our associates, and as does our beauty team,” ​said Ryan. “We have and will continue to expand our selection of products that both serve and are owned by our Black and minority communities.”​

Walmart has recently launched a Black-Owned Beauty Collection page online​ where it details it is expanding its Black-owned products and communicating founders’ stories. On its website, Walmart notes: “…….


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