Walmart to launch beauty accelerator program

Walmart is looking for the next big names in beauty.

Specifically, the retailer is on the hunt for five up-and-comers that its consumers will be reaching its shelves for as part of its Walmart Start program.

For brands selected for the program, each will be given the opportunity to not only be launched at Walmart but also receive access to additional resources that could help with expanding its distribution, the retailer said.

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As part of Walmart Start, selected accelerator brands also will get to choose a brand management consultant from one of Walmart’s sponsors. Each of the sponsors will help brands with their execution and operational individualized support to navigate Walmart’s tools, process, requirements, reporting and more to prepare for launch at the retailer. 

With the end goal of launching all Walmart Start brands, each company selected may also be used as part of the retailer’s digital campaigns, as well as be featured in the new and trending section on its website.

Selected brands also will receive Walmart Connect Acceleration Academy admission, which includes Walmart Connect credits and Walmart Connect training.

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Those interested in applying should be ready to launch at mass retail scale, meaning they must have a physical product that’s ready to sell and be distributed in stores, as well as manufacturing, supply chain and financial capabilities that can support a potential launch in 1,000 to 3,500 stores must be in order, the company said.

Applications are currently open until March 7. Finalist brands being considered for Walmart Start will receive an invitation to participate in virtual beauty merchant meetings, with five brands being selected afterward and announced by May.

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Walmart Start brands are expected to launch in Walmart between December 2022 and March 2023, however, launch dates are subject to change at Walmart’s sole discretion.