Walmart’s beauty sector glows up
Spring has sprung and Walmart is building up its beauty assortment, following the recent expansion of its virtual try-on feature.
To kick things off, the company shared that its brand accelerator program—Walmart Start—would be making a return, with a class that includes a diverse group of hair, skin and body care brands from women and diverse-owned founders.
The newest Walmart Start class includes:
- Current State: Co-founded by Emily Parr and Majeed Hemmat, the brand creates nutritiously balanced and clinically responsive products to help care for the skin;
- LatinUS: Created for Latinas, its mission is to help all women feel empowered, confident and beautiful. Lu products are powered by a proprietary technology that aims to give consumers healthier strands after use;
- Kazmaleje: A hair care tool and accessory brand that was founded by sisters LaToya, LaTasha and LaTrice Stirrup and includes KurlsPlus Detanglers; and
- Sundae Body: Founded by Lizzie Waley, the brand creates body care products that aim to transform shower routines.
[Read more: V&Co Beauty’s hair care line rolls out to major retailers]
Secondly, Walmart shared that its beauty savings event would be returning through April 28, and will include such brands as Olive & June, Bubble, Evo & Avo, Schwarzkopf and Cantu, among others.
Lastly, the company shared a few trends currently on the rise, which include skin care’s influence on the beauty sector, bold cosmetics colors for the spring and the continuing popularity of skin care.
