Yesterday, Walmart announced that it is introducing a new Premium Beauty section to its online marketplace. This expansion begins with 20 prestigious brands, including CosRX, Paul Mitchell, Foreo, and PerriconeMD, and features over 1,000 products, with a particular emphasis on skincare and hair care.
This initiative offers brands the opportunity to create custom online storefronts that are rich in editorial content and detailed product descriptions. According to Michael Mosser, Vice President of Categories at Walmart Marketplace, these storefronts allow brands to tell their stories in a more engaging and immersive way, enhancing their connection with consumers.
Walmart’s move to deepen its presence in the premium beauty market follows its earlier collaboration with Space NK, which brought luxury beauty brands like Mario Badescu and NuFace to its physical stores. This expansion also coincides with significant growth in Walmart’s marketplace model, which saw a 32 percent increase last quarter.
Silvia Kawas, Executive Vice President of Walmart Consumables for Walmart U.S., emphasized that this expansion is driven by customer demand, particularly from higher-income shoppers. To support these smaller beauty brands, Walmart is offering fulfillment services, helping them reach a wider audience quickly and efficiently.
According to Walmart, last year, Black Friday and Cyber Monday were the biggest days for Walmart’s marketplace, with over 40 percent of transactions involving products from small- and medium-sized businesses. “Our customers are looking for an experience with brands they trust and love, and they want to find them at Walmart,” Kawas said. “This shows the momentum that we continue to build. Walmart is one of the fastest-growing from a digital perspective, in the beauty space and premium beauty, specifically, is on the rise.”
