7 Beauty Brands Launching At Walmart
After experimenting with nascent brands during the pandemic, retailers are tending to offset risk by prioritizing ones with proven track records and frequently star or social media power. Still, mass-market retailers like Walmart, where VP of beauty Creighton Kiper has been orchestrating the beauty strategy, continue to bring in beauty merchandise that’s not just the standard conglomerate fare.
The average Walmart shopper is a white female baby boomer with middle-class income of $40,000 to $80,000, while the average Target is a millennial mom with a household income of $80,000. In beauty, Walmart has been attempting to challenge Target by enticing wealthier shoppers via fresh brands and a partnership it struck with prestige beauty retailer Space NK in 2022. As part of its Walmart Start accelerator program, the big-box retailer is introducing body care brand Sundae Body, skincare brand Current State, hair tools brand Kazmaleje and LatinUS, a haircare brand aimed at Latinas.
In a statement, Kiper said, “The birds are chirping, the flowers are blooming and Walmart’s beauty assortment is getting a major glow up. We listen to our customers. And this season, we’re offering items that are sure to put a spring in their step: on trend, affordable, awesome.”
Moving into the second quarter of the year, Walmart is in a strong position across its top and bottom lines. Its fourth quarter revenue last year increased 5.7% to $173.4 billion, while its full-year revenue came in 6% above the year prior to reach $648.1 billion. Operating income rose 32.2% to $27 billion. Grocery and health and wellness purchases drove the majority of Walmart’s growth last year, while general merchandise sales softened.
Specifically in the United States, where the massive chain has over 4,600 stores, Walmart’s full-year net sales ticked up 5.1% to $441.8 billion and its operating income advanced 7.4% to $22.2 billion. Meanwhile, full-year same-store sales gains in the U.S. excluding fuel slowed down to 5.6% from 6.6% the year prior.
Diving into Walmart’s approach to beauty, below we explore seven brands making their debuts at the retailer in addition to the Walmart Start brands.
Megababe
Megababe, the personal care brand founded by influencer and body acceptance advocate Katie Sturino with thigh chafing, butt acne and boob sweat products, has arrived at Walmart chain-wide with its hero products, including Thigh Rescue, Rosy Pits Daily Deodorant and Bust Dust. Megaman, the brand’s lineup of products formulated specifically for men, have landed at Walmart, too. Megababe and Megaman products are priced between $10 and $20, excluding sets.
Megababe’s Walmart launch doubles its brick-and-mortar footprint. In 2019, the brand broke into Target, and it subsequently rolled out to Ulta Beauty. In the United Kingdom, it’s stocked by Cult Beauty and Beauty Bay. In April, Megababe will premiere in physical retail for the first time in the U.K. at Boots.
Powered by Sturino’s 800,000-plus Instagram following, the self-funded brand has increased its sales at least 33% every year since it launched in 2017. Last year, sales grew 40%.
Maison&Muse
According to New Zealand publication Stuff, Auckland-based incubator Moxx’s deal to put home fragrance line Maison&Muse in Walmart and Target is valued at 24 million in New Zealand dollars or almost $15 million. On April 1, the brand’s four-item car fragrance range, including vent clips, will bow in 1,600 Walmart locations, and its disinfectant sprays and car air fresheners will launch at 1,800 Target locations later in the spring. Maison&Muse’s Walmart offering will ring in under $7 for each product.
Founded in 2021, Maison&Muse’s complete assortment also contains scented candles, reed diffusors and air fresheners for the home. It’s carried at Woolworths in Australia and Woolworths/Countdown, FreshChoice and Costco in New Zealand. Moxx’s other brands are laundry brand Re·stor, haircare and body care brand Everblue and laundry brand Atomic.
The Shop
“The Shop by LeBron James,” the HBO talk show set in a barbershop and hosted by Los Angeles Lakers basketball superstar LeBron James and his manager and business partner Maverick Carter, is expanding into the personal care business with The Shop, a line selling seven men’s grooming products: exfoliating face wash, shave cream, aftershave toner, facial lotion, beard cream, styling pomade and two-in-one shampoo and conditioner.
Priced at under $10 per product, The Shop will make its way into 1,600 Walmart shops on April 1. In collaboration with James and Carter’s production firm The SpringHill Company, the brand’s products are developed by Parlux Ltd., the beauty manufacturer and distributor involved in celebrity-linked fragrances franchises from Paris Hilton, Billie Eilish and Jessica Simpson.
BosleyMD
Hair loss brand BosleyMD entered Walmart last month with shampoo, conditioner, scalp scrub, thickening and regrowth treatment and scalp supplements priced between $23 and $46. Its new $44 Revive+ Densifiying Foam, which aims to stimulate hair growth and promote thicker manes, hit Walmart’s assortment in a men’s and women’s version. Along with Walmart, BosleyMD is carried at CVS, Rite Aid, Ulta and Amazon.
Osana Naturals
Building on the mass-market traction it’s had with Monday Haircare, Auckland-based brand incubator Zuru Edge planted body care and haircare brand Osana Naturals in Walmart and Target last month with scented body washes, lotions, shampoos and conditioners priced from $5 to $7. The brand’s fragrance options are peppermint and cucumber, vanilla and coconut, and jasmine and rose water.
Osana Naturals could do worse than emulate Monday. Launched in 2020, the haircare brand is currently carried by 100 retailers in 33 countries such as CVS, Walmart, Target, Ulta and Costco in the U.S. TikTok has been instrumental in its success, and it has racked up over 100 million views on the platform. In 2023, it was reported by The Post to have generated 320 million in New Zealand dollars or about $190 million.
Zuru Edge is an offshoot of the billion-dollar toy company Zuru that’s focused on products for millennials and gen Z customers. In addition to Monday and Osana Naturals, Zuru Edge’s portfolio spans baby care, pet and wellness brands Millie Moon, Rascal + Friends, Bonkers, Nood Pet Food, Dose & Co and Health By Habit.
Plus Ultra
Eco-friendly oral care brand Plus Ultra is moving from natural grocery to big-box retail with its launch at 600 Walmart stores this month. Its biodegradable bamboo toothbrushes as well as its Philips Sonicare- and Oral-B-compatible electronic toothbrush replacement heads are in its Walmart product lineup. The brand’s bamboo toothbrushes are priced at $8.99 for a two-pack, and its replacement heads are priced at $25 for a two-pack. Plus Ultra is also available at Whole Foods, Thrive Market and Lassens.
Founded in 2012 by former Whole Foods buyer Christina Ramirez, Plus Ultra was acquired by private equity firm TZP Group in March 2021. By 2022, the next-gen oral care brand had amassed over a million customers and was driving $5 million in sales.
Zimba
Plus Ultra’s sister brand, Zimba sells teeth whitening products in brightly colored packages and flavors designed to resonate with gen Z customers. The brand is rolling out chain-wide at Walmart this month after launching at Sprouts Farmers Market and Erewhon.
Zimba’s Walmart selection includes $24 Mint Teeth Whitening Strips, $24 Coconut Teeth Whitening Strips, $40 On-the-Go Kit, which houses an LED light plus a whitening pen, and $50 Ultimate Teeth Whitening Kit, which has an LED light, whitening pen and mint-flavored whitening strips.
This story was updated on Wednesday, March 27 to include information about brands participating in the Walmart Start program.
The players
5 mentionedFormulate
Too Faced
Ultra
Parlux
AS Beauty
