Walmart launches Clean Beauty platform

The retailer’s Clean Beauty platform aims to help customers find products that meet customers’ and the retailer’s “standards at every price point.”
Sandra Levy
Senior Editor
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walmart clean beauty teaser

Clean Beauty is the name of Walmart's latest platform launch.

In a post on Walmart's website, Creighton Kiper, Walmart’s vice president of beauty, and Jane Ewing, senior vice president of sustainability, discussed how Clean Beauty at Walmart is "helping customers find products that meet theirand ourstandards at every price point." 

"Clean Beauty at Walmart is an online shop that helps our customers find beauty products that are made without ingredients they may not want," said Kiper. "We have been working to make our clean beauty standards best in class. Walmart’s Clean Beauty products are made without any ingredients included on our Made Without List. To rigorously develop this list, we reviewed state and federal regulations, consulted suppliers and called on experts such as the Environmental Defense Fund. And we listened to customerswho increasingly desire products without certain ingredients as well as better transparency around what goes into them. That’s how we ended up with over 1,200 ingredients on the MWL."

Kiper cited a statement from Alissa Sasso, manager of EDF+Business at EDF for encapsulating what Walmart is trying to do: “Consumer demand for increased product transparency is rising. Walmart’s Clean Beauty shop offers products made without certain priority chemicals, like formaldehyde and PFAS, and will ensure more shoppers have access to those products. We appreciate Walmart’s growing commitment to offering beauty products made without priority chemicals and are excited to see other companies join this journey."

[Read more: Walmart to open 28 new Walmart Health Centers]

Ewing addressed how Clean Beauty fits with Walmart’s broader commitment to regeneration. "It’s all about meeting customer expectations. Walmart aspires to become a regenerative company, and this means working to have a lasting, net positive impact on society through our products, services and business practices. To do so, we adopt a shared-value approach to business, believing that we can create a strong, resilient world by addressing the issues on the minds of our stakeholders through our business. Our customers want to buy products that reflect their values, and for many customers, that means providing greater transparency into product formulations and products made without certain ingredients," Ewing said.   

Ewing added, "Our Clean Beauty at Walmart program leans into our regeneration commitment and responds to customer feedback. Much like our Built for Better platform, which makes it easier for customers to identify and shop products that meet trusted standards for personal well-being, our communities and the environment, Clean Beauty at Walmart is all about making it easier for customers to find products that align with their values." 

Kiper also shared more about his vision for the future of Walmart’s Clean Beauty category, stating, “ It starts with conversations with suppliers. In addition to making products without certain ingredients, many of our clean beauty brands are reimagining entire products exploring more sustainable packaging alternatives, evaluating the carbon emissions associated with production and adopting cruelty-free and ethical standards. If we can make it easier – and affordablefor our customers to make mindful choices about their beauty products while also reducing our environmental footprint, we can truly help our customers live better." 

Kiper added, Today, we’re excited to offer more than 900 clean beauty productswith nearly 80% under $10and we expect the platform to continue to grow each year as we work closely with suppliers. How we define “clean” will evolve as we evaluate the MWL periodically. The more we learn, the more we can do better for our customers."  

[Read more: Pharmacy Innovator of the Year 2021: Walmart connects with communities]

Ewing concluded, "I share your excitement. Clean Beauty at Walmart is such a great example of how Walmart is working to provide our customers with an improved shopping experience that makes it easier for them to find products that align with their values. I want to thank you, your team and all the suppliers who have engaged in this program."