Hard Candy sets its sights on Walmart

NEW YORK Hard Candy, once known as an edgy, trendsetting beauty brand that graced the shelves of such stores as Sephora and Fred Segal, now is looking to rock the mass market through an exclusive deal with Walmart.

The 261-SKU collection is slated to hit Walmart in the third week of September and will be available at 3,000 stores. Prices range between $5 and $10.

Walmart's beauty team, in partnership with beauty contract manufacturer NuWorld, developed the collection and unveiled the new, hip line to beauty editors at a launch event Tuesday in Manhattan. The retail giant is looking to leverage the brand's cachet and it will build upon Walmart's existing prestige beauty business.

With its fun and trendy packaging and catchy names like Button Your Lip liquid lipstick, Split Personality eye color duo and Curl Up & Dye mascara, the collection is likely to resonate with beauty junkies and existing Hard Candy fans.

The collection also includes a couple of iconic Hard Candy products such as Fortune Gloss lip gloss, which has a fortune telling ball in the cap, and Eye Candy, which is a sliding compact with cream glitter shadow coupled with a coordinating eyeliner.