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Walmart Reinvents Beauty Offerings

New products emphasized from independents, brands owned by people of color

Published

3 years ago

September 28, 2021

Walmart Reinvents Beauty Offerings — Courtesy of Walmart

Walmart (Bentonville, Ark.) has added more than 40 new beauty brands in an effort to reinvent that category, reports Forbes. The retailer is emphasizing indie and brands owned by people of color. Musab Balbale, VP for U.S. Beauty, Walmart, has been charged with bringing relevance to Walmart’s beauty aisles.

“One of the nice things about Walmart is that we had 185 million consumers coming into stores on weekly basis before the pandemic,” Balbale said. “The challenge in beauty is how do we bring her from other areas of the store. We know she’s shopping grocery on a weekly basis. The mission is make it simpler to buy what she’s buying in the beauty space and also give her things to discover on her weekly shopping trip.”

New brands include C’est Moi, Dermageek, Erase Your Face, Mei Apothecary and True Skin.

Jennifer Acevedo

Jennifer Acevedo is the editor-in-chief and associate publisher of VMSD magazine.

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