Walmart expands beauty brands
To kick off the spring season, Walmart Beauty is showcasing new-to-customer brands, the latest in premium beauty and the return of Walmart Start, its beauty brand accelerator program.
“Walmart is here to be the most trusted and accessible beauty destination for everyone to look and feel their best every day,” says Vinima Shekhar, vice president of beauty merchandising for Walmart U.S. “We’ve launched over sixty new brands in the past year, including noteworthy beauty favorites like Pretty Smart, Being and Curology, with many still to come that will be part of the premium beauty program.”
Walmart's beauty brand accelerator program, Walmart Start, is welcoming its third cohort. Since launching three years ago, Walmart Start has helped more than 10 beauty brands successfully launch in Walmart stores and on Walmart.com. These up-and-coming brands fill gaps in Walmart’s current assortment and lean into timely trends – all at the prices customers expect to find at Walmart, the retailer said.
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Like years past, brands chosen to be part of Walmart Start will receive access to valuable resources such as education, mentorship and brand activation to ensure a successful debut.
Meet the Walmart Start 2025 class:
Maison 276: Maison 276 is an innovative haircare system for silver and blonde hair, founded by Angel Cornelius. The system uses a clean formula base with no harsh purple dyes to brighten, soften and hydrate your locks.
Nappy Styles: Master barbers inspired Nappy Styles products to provide natural hair with all the nutrients, moisture, shine and softness needed for a modern haircut. Using ingredients like shea butter, black castor oil and coconut oil, Nappy Styles helps users throw away their comb and embrace hair health.
Lattafa: Drawing inspiration from Arabian culture, the three generations of the Sheik family take pride in Lattafa, a fragrance brand that vividly captures the essence of sophistication, luxury and individuality with its perfumes.
Kativa: Dedicated to empowering women to embrace what makes them unique, Kativa is a haircare line that helps women transform their hair through highly researched and developed products. Kativa ensures all formulas are based on natural ingredients that protect your health and do not contain aggressive chemical ingredients.
Customers can shop some of the Walmart Start brands on Walmart.com and in select Walmart stores starting this month.
Beauty brands that would like to join the Walmart Start 2026 class can apply here through April 18.
“Customers have been loving the addition of premium beauty to Walmart since we first launched our initial assortment a few years ago,” Shekhar said. “We’ve worked to identify brands that our customers are looking for across the category and are excited to bring them to Walmart. Through Walmart’s Marketplace we’re able to introduce new and exciting brands, including COSRX, T3 and Beachwaver. Since the launch last summer, premium brands such as L'ange & Victoria's Secret have seen double-digit growth post launch, with T3 hitting triple digit growth.”
Walmart said that because today’s beauty customers are looking for a wide assortment and shopping for both daily essentials and premium beauty, Walmart Beauty is excited to expand its premium beauty assortment.
Starting this month, customers can shop: La Roche-Posay skincare, including the Toleriane Double Repair Moisturizer; Buxom’s line of lip products like glosses, balms and more; Tizo skincare, like the Mineral Sun Defense tinted mineral sunscreen; and FHI Heat hot hair tools and accessories.
Check out all of Walmart’s new and exciting brands – as well as tried and true favorites – in stores, in the app and online here.