Walmart’s Beauty Event Returns: Save on Top Beauty Finds

Walmart has brought back its popular Beauty Event, and it’s running from now until May 31.

Per a company press release, shoppers can save big on their favorite beauty brands at the discount retailer. The Beauty Event is one of the company’s most prominent seasonal activations. Walmart is helping customers freshen their beauty routines with over 1,800 rollbacks and bargains, including cult-favorite premium brands and $3 claw clips.

Whether it’s a Mother’s Day gift or a self-care moment, the retailer has created an experience that delivers what consumers appreciate most: true value, smart assortment, and convenience.

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This spring’s Beauty Event will be different from previous years in one major way: The retailer is installing “Beauty Bars” in certain stores.

“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,” Walmart stated in the press release. “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.”

Can the Walmart Beauty Bar Pilot Take Off?

As Retail TouchPoints pointed out, Walmart’s latest Beauty Bar pilot project looks to be targeting an active group of cosmetics aficionados who already shop at Target and Sephora.

In 2022, the firm announced intentions to add beauty lounges to 400 stores as part of a collaboration with Mayvenn. Since then, information about the partnership has been scant. With a more modest scope and controlled wholly domestically, this next effort into the Beauty Bar concept is likely to succeed, but the results remain to be seen.

“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,” wrote Jacqueline Barba for the Path to Purchase Institute.

Barba went on to note several other beauty initiatives in a similar vein, including a traveling “Color on Tour” salon led by Henkel’s Schwarzkopf haircare brand, the introduction of the Premium Beauty storefront within its burgeoning Marketplace — which includes notable labels such as COSRX and Beachwaver — and the expansion of its Beauty Virtual Try-On capabilities delivered through the Walmart app.