Courtesy of Walmart
Walmart recently launched its seasonal Beauty Event on April 18 — and is keeping it running through the end of May — in the hopes of driving increased spend on essential health and beauty products on store shelves.
One notable difference this year was emphasized strongly by Walmart VP of Beauty Vinima K. Shekhar in a news piece shared to the blue-and-yellow brand's corporate website: This time around, Walmart will also be installing "Beauty Bars" in 40 of its stores.
"But beyond the deals, this year’s event is different. We’re introducing Beauty Bars in 40 select stores — a pilot program where customers can explore new products, talk to beauty experts and test samples. We’re also spotlighting trend-forward brands online with elevated shopping experiences and editorial storytelling. From skincare to haircare, derm-recommended favorites to viral essentials, we want every beauty routine to feel seen and supported," Shekhar wrote.
Walmart Seeks To Compete With Target, Sephora With New Beauty Bar Concept
As Retail TouchPoints underscored, this latest pilot project coming from Walmart appears to be zeroing in on an active market of cosmetics fans currently spending at Target and Sephora.
"Seeking to compete with high-touch beauty retailers like Sephora and an expanded assortment at rival Target, Walmart will pilot Beauty Bars in 40 stores," editor Adam Blair stated.
In 2022, Walmart signaled plans to add beauty lounges in 400 stores as part of a collaboration with Mayvenn. Since then, news on the partnership has been scarce. With a more modest scope and managed entirely internally, it's likely that this latest foray into the Beauty Bar concept will come to fruition, but the results are yet to be seen.
Walmart Is Doubling Down on Retail Expansion Into Beauty
As The Path to Purchase Institute's Jacqueline Barba pointed out, Walmart has been intensifying its commitment to enhancing its beauty lineup for some time now.
"Walmart has been actively expanding its beauty category in the past two years, focusing on both premium offerings and differentiating shopping experiences," Barba wrote.
"The retailer has added more than 40 premium brands in 2025, expanded assortment into its core business and launched pathways for emerging brands through programs like Walmart Start, the retailer’s beauty accelerator program," she added.
Barba went out to sketch out several other Walmart beauty initiatives in a similar vein: a traveling "Color on Tour" salon helmed by haircare brand Henkel's Schwarzkopf, the introduction of the Premium Beauty storefront within its burgeoning Marketplace — including notable labels such as COSRX and Beachwaver — and the expansion of its Beauty Virtual Try-On capabilities delivered via the Walmart app.