Walmart Expands Beauty Selection With New Spring Brands

Walmart has dropped its latest beauty brand additions so shoppers can put a spring in their daily care routines.

According to a press release, the big-box retailer is increasing its beauty assortment and introducing new brands, including more premium beauty products for customers. This allows for more customization of skincare and beauty routines than ever before.

Walmart Beauty is embracing a fresh start with a variety of new offerings. From the introduction of exciting brands and premium beauty products to the return of Walmart Start, the refreshed selection promises to inspire customers looking for something new this season.

“Walmart is here to be the most trusted and accessible beauty destination for everyone to look and feel their best every day,” said Vinima Shekhar, vice president of Beauty Merchandising for Walmart U.S. “We’ve launched over sixty new brands in the past year, including noteworthy beauty favorites like Pretty Smart, Being and Curology, with many still to come that will be part of the premium beauty program.”

“Customers have been loving the addition of premium beauty to Walmart since we first launched our initial assortment a few years ago,” Shekhar continued. “We’ve worked to identify brands that our customers are looking for across the category and are excited to bring them to Walmart. Through Walmart’s Marketplace we’re able to introduce new and exciting brands, including COSRX, T3 and Beachwaver. Since the launch last summer, premium brands such as L’ange & Victoria’s Secret have seen double-digit growth post launch, with T3 hitting triple digit growth.”

Walmart’s Beauty Brands

This month, customers can shop for leading beauty brands in all stores, such as:

• La Roche-Posay skincare, including the Toleriane Double Repair Moisturizer
• Buxom’s line of lip products like glosses and balms
• Tizo skincare, like the Mineral Sun Defense tinted mineral sunscreen
• FHI Heat hot hair tools and accessories

Also, the company’s beauty brand accelerator program, Walmart Start, is welcoming its third cohort. The class of 2025 includes:

• Maison 276: Founded by Angel Cornelius, Maison 276 offers a revolutionary haircare system designed for silver and blonde hair. With a clean, dye-free formula, it enhances brightness, softness, and hydration without relying on harsh purple pigments.
• Nappy Styles: Inspired by master barbers, Nappy Styles delivers nutrient-rich products that nourish and enhance natural hair. Infused with shea butter, black castor oil, and coconut oil, these formulas provide moisture, shine, and softness — helping you ditch the comb and celebrate your hair’s natural beauty.
• Lattafa: Rooted in Arabian heritage, Lattafa is a luxury fragrance brand crafted by three generations of the Sheik family. Each perfume embodies elegance, individuality, and sophistication, offering a timeless scent experience.
• Kativa: Committed to helping women embrace their individuality, Kativa creates transformative haircare solutions. Using naturally derived ingredients and avoiding harsh chemicals, Kativa’s products are designed to protect hair health while delivering professional-quality results.