Walmart expands beauty portfolio with premium beauty brands and assortments

USA – Walmart, the American multinational retail corporation, has made significant progress in the beauty industry by expanding its premium beauty assortments. 

Late last year, Walmart introduced a range of premium beauty brands to its online marketplace, beginning with 20 brands and over 1,000 products focused on haircare and skincare. 

Since then, Walmart has significantly expanded its offerings, featuring over 80 premium beauty brands and over 250 items catering to various beauty needs.

Among the newly added brands are La Roche-Posay skincare, Buxom’s line of lip products, Tizo skincare, and FHI Heat hot hair tools and accessories.

Vinima Shekhar, Walmart Vice president, stated, “Customers have been loving the addition of premium beauty to Walmart since we first launched our initial assortment a few years ago.”

In addition to its online expansion, Walmart has brought premium beauty products into its physical stores, introducing more than 60 new brands over the past year, including Curology and Pretty Smart.

Walmart has partnered with Space NK to bring prestigious beauty products to its stores as part of its strategy to strengthen its presence in the beauty market.

Recently, the retailer launched the third cohort of its Walmart Start Accelerator Program.

The program is part of Walmart’s broad strategy to diversify its beauty offerings and cater to evolving consumer preferences.

This initiative is designed to support emerging beauty brands by providing them access to valuable resources, mentorship from industry experts, and the tools to scale their businesses successfully.

This year’s cohort includes Maison 276, a brand specializing in haircare for silver and blonde hair; Nappy Styles, which focuses on natural haircare; Lattafa, an Arabian-inspired fragrance brand; and Kativa, which offers haircare products made from natural ingredients. 

Through the program, these brands receive comprehensive support, including educational sessions, one-on-one consultations with brand management experts, and marketing opportunities.

Meanwhile, the company reported a strong financial report for the  Q4 FY25.

The retailer reported a revenue increase of 4.1%, reaching 180.6 billion, and operating income grew faster, at 8.6%.

Global eCommerce sales increased by 16%, driven by store-fulfilled pickup and delivery services and the U.S. marketplace. 

Walmart achieved net sales growth of 5.7%, led by markets like China, Canada, and Walmex.

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