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Walmart’s beauty sector glows up

The company shared that its brand accelerator program would be making a return, with a class that includes a diverse group of hair, skin and body care brands.
Gisselle
walmart beauty spring refresh

Spring has sprung and Walmart is building up its beauty assortment, following the recent expansion of its virtual try-on feature

To kick things off, the company shared that its brand accelerator program—Walmart Start—would be making a return, with a class that includes a diverse group of hair, skin and body care brands from women and diverse-owned founders. 

The newest Walmart Start class includes: 

  • Current State: Co-founded by Emily Parr and Majeed Hemmat, the brand creates nutritiously balanced and clinically responsive products to help care for the skin; 
  • LatinUS: Created for Latinas, its mission is to help all women feel empowered, confident and beautiful. Lu products are powered by a proprietary technology that aims to give consumers healthier strands after use; 
  • Kazmaleje: A hair care tool and accessory brand that was founded by sisters LaToya, LaTasha and LaTrice Stirrup and includes KurlsPlus Detanglers; and 
  • Sundae Body: Founded by Lizzie Waley, the brand creates body care products that aim to transform shower routines. 

[Read more: V&Co Beauty’s hair care line rolls out to major retailers]

Secondly, Walmart shared that its beauty savings event would be returning through April 28, and will include such brands as Olive & June, Bubble, Evo & Avo, Schwarzkopf and Cantu, among others. 

Lastly, the company shared a few trends currently on the rise, which include skin care’s influence on the beauty sector, bold cosmetics colors for the spring and the continuing popularity of skin care. 

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