Walmart is in the midst of transforming its beauty business, augmenting a department long known for mass market staples with a host of innovative brands and an environment that invites shoppers to linger, learn and discover what’s new. Walmart’s new beauty experience, the reconceptualized format, features in-store beauty experts — a first for the retailer — trained to help customers sort through the complexities of the category.
“We’re intentionally repositioning beauty as part of our broader style ecosystem alongside fashion and home,” said vice president of beauty Vinima Shekhar. “The redesigned space creates a more engaging shopping experience, with improved merchandising, storytelling and dedicated beauty advisors who help customers discover products with confidence.”
“Beauty is a category built on discovery. Customers want to see, experience and learn about products before making a purchase. By creating a more engaging environment and adding dedicated beauty advisors, we’re making it easier for customers to shop with confidence”
Shoppers can currently find the new beauty experience in some 150 Walmart stores, with 300 more conversions expected by the end of 2026. Going forward, the format will be implemented at about 700 locations per year as stores are remodeled.
The rollout of the retailer’s new beauty presentation is complemented by the addition of a host of brands to the assortment. Such receptivity to innovation is essential, especially in a trend-driven category.
“We’re very excited about a lot of the new brands we’re bringing in,” Shekhar said. “During the last year alone, we’ve launched across beauty — that’s in-store or online — 100-plus brands. And we are continuing that trajectory. We’re continuing to expand our assortment based on what customers are asking for. That means bringing in established brands customers know and love as well as emerging brands that are driving innovation across the category. Our goal is to make those products more accessible through Walmart’s scale and omnichannel capabilities.”
The enlarged product range features a growing number of premium lines, including La Roche-Posay, a skin care brand that was added to the mix in April. The appearance of such upscale items is a response to high-income shoppers who have increasingly gravitated to Walmart in recent years, according to Shekhar, whose team is exploring similar deals with other manufacturers. “We’re building an ecosystem — across our stores and digital channels — that helps brands grow while giving customers access to the products they want at every price point. Our goal is to create an environment where both established and emerging brands can thrive.”
Taken together, the changes leave Walmart well equipped to meet the evolving needs of beauty shoppers for years to come.
“Beauty is one of the most resilient categories,” Shekhar said. “What we’re seeing is that our customer is educated and knows what she wants. Value is top of mind right now, but value means more than price alone. Customers are looking for quality, trusted brands, convenience and affordability all in one place, and that’s where Walmart is uniquely positioned. It equates with where a shopper can get the best quality for a basket of goods at the right price.
“Customers are looking to simplify their shopping trips without compromising on choice or quality. At Walmart they can shop for their everyday needs while also discovering the beauty products and brands that help them look and feel their best. That’s a powerful combination, particularly at a time when customers are thinking carefully about how they spend.”
