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Walmart names beauty accelerator program recipients

The retail giant announced the first class of its beauty accelerator program, Walmart Start, which includes five up-and-coming brands with the potential to launch at Walmart.  

Walmart announced the first class of Walmart Start, its beauty accelerator program, which focuses on finding the next big names in beauty.

Each founder was motivated to start their brand and business to fill a gap in the market, either in innovations or price accessibility, which align with the Walmart Beauty strategy and resonate with the Walmart customer.

[Read more: Walmart raises full year earnings amid positive Q3 results]

The five brands include: 

  • Dossier: Founded by Sergio Tache, the perfume brand came to life out of a desire to make premium fragrances accessible to everyone. The brand currently offers long-lasting, high-end perfume that is within reach; 
  • Undefined Beauty: Founded by Dorian Morris, this Black-owned brand offers skin care and wellness products that are nontoxic, plant-based, cruelty-free and inclusive;
  • PaintLab: Karina Sulzer’s nail brand develops innovative press-on nails that replicate the gel manicures of a professional salon. Currently, PaintLab offers both trendy and classic designs that are incredibly wearable and super inclusive;
  • Pardon My Fro: Founded by Dana Bly, this Black female-owned hair care brand is crafted specifically for those proud of their hair and their heritage. 
  • The Hair Lab by Strands: Created by Strands Hair Care and founded by Eric Delapenha, the brand focuses on diagnostic hair testing and precision formulations, The Hair Lab by Strands is a new, customized hair care brand. Using scientific expertise and state-of-the-art technology, customers will have access to the customized hair care of their dreams in minutes.

[Read More: Walmart adds rewards program for Walmart+ members]

Walmart’s beauty brand accelerator program sets smaller brands up for successful glow-ups by giving them a chance to launch at Walmart, along with access to invaluable tools like virtual classes, professional mentorships and activation support, the retailer said. 

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