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5 Beauty Brands Launching At Walmart

Walmart is refreshing its assortment with budding and heritage brands in haircare, home fragrance and personal care. The brand additions come after the nation’s largest retailer named Vinima Shekhar to the role of VP of beauty last year, succeeding Creighton Kiper, now SVP of the retailer’s home category. Prior to the …

Erica La Sala·March 15, 2025·7 min read

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Walmart is refreshing its assortment with budding and heritage brands in haircare, home fragrance and personal care.

The brand additions come after the nation’s largest retailer named Vinima Shekhar to the role of VP of beauty last year, succeeding Creighton Kiper, now SVP of the retailer’s home category. Prior to the transition, Kiper mentioned in a fireside chat with Cosmetic Executive Women that beauty was one of Walmart’s top five priorities and is ripe for transformation. “There are things you want to buy and things you need to buy, and we are trying to fit more into that [want to buy] column,” he said.

Walmart must stay agile if it’s going to best competition. This year, Amazon is overtaking it as the foremost beauty retailer in the United States, commanding 14.5% of beauty market share compared to Walmart’s 13%, per estimates from Morgan Stanley.

Looking to craft a compelling online proposition, Walmart introduced 20 premium beauty brands through its third-party marketplace last year as Amazon picked up partnerships with major prestige beauty brands like Estée Lauder, Clinique and Too Faced Cosmetics. Its premium beauty selection now encompasses over 2,500 products from 80-plus brands, with recent additions L’ange, Victoria’s Secret and T3 seeing double-digit and triple-digit growth, respectively, since launch.

The megachain is also continuing to invest in up-and-coming beauty brands through Walmart Start, the beauty accelerator program it established in 2022. Haircare brands Maison 276, Nappy Styles and Kativa are in this year’s cohort as is fragrance brand Lattafa. Over the past year, Walmart has placed 60-plus new beauty brands in its assortment.

Unlike rival Target, which has been comparatively aggressive with building its assortment this year, pumping in thousands of beauty and wellness products and tens of brands, Walmart has been outperforming the broader market as it gains with higher-income shoppers. Net revenues increased 4% during the fourth quarter last year, with U.S. sales ticking up by 5%. Meanwhile, e-commerce sales shot up 20% in the same period. Walmart has boosted revenues by $157 billion in the last six years.

“In other words, Walmart’s growth is significantly more than the entire annual sales line of Target,” wrote Neil Saunders, managing director of retail at data analytics firm GlobalData, in a statement on Walmart’s earnings. “This underlines the extent to which Walmart has doubled down on its leading position in the U.S. and increasingly international retail.”

Despite the retailer’s leading position, Walmart executives are forecasting a profit crunch for the year ahead as uncertainty about consumer spending and the effect of trade tariffs swirls. It expects net sales to grow between 3% and 4% for the year.

Ahead, we explore five brands making their debuts at the retailer.

Perseve Hair

Founded by professional hairstylist Hyeri Sung and her daughter Olivia Bae, Perseve Hair landed in 400 Walmart doors this month with four salon-inspired haircare products priced under $12 each: shampoo, conditioner, hair treatment mask and leave-in conditioner. The first AAPI mother-and-daughter-founded brand to hit the mass-market retailer’s shelves, Perseve’s Walmart launch marks the brand’s first retail foray as well. It participated in Ulta Beauty’s MUSE Accelerator Program in 2023.

Perseve is hitting Walmart as K-Beauty is advancing in the U.S. beyond skincare, the category it’s known for. Informed by Sung’s over 25 years of hairstyling expertise, South Korean-made Perseve’s mission is to bring K-beauty innovation to haircare at affordable prices. Launched in 2022 when shoppers fearful of going to salons due to the coronavirus were busy dying their strands at home and experimenting with at-home treatments, Perseve sprung up to address the negative impacts of that behavior by creating products designed to nourish dry and damaged hair with ingredients like royal jelly, amber and acai palm. Its $10 Recure and Revive Shampoo, which claims to cleanse hair without stripping it, is the bestseller.

Salon-inspired K-Beauty haircare brand Perseve Hair is making its retail debut in 400 Walmart stores this month with shampoo, conditioner, leave-in conditioner and a hair treatment mask priced under $12 each.

Lola From Rio

Brazilian haircare brand Lola From Rio is making its American retail premiere in Walmart U.S. and Puerto Rico stores this month with revamped packaging to cater to English and Spanish speakers in the country. At Walmart, it’s selling styling creams, gels, masks, shampoos, conditioners and sprays aimed at common hair concerns like shine and hydration, repair and regrowth, frizz control and breakage reduction. The products are priced at $20 and under. Aside from Walmart, Lola From Rio is arriving at Navarro Discount Pharmacy, a Florida-based chain owned by CVS, this month.

Launched in 2011, Lola From Rio is ubiquitous in its native Brazil, where it has 30,000 points of sale. The brand’s sales have ticked up over 80% in the past three years and over 120% internationally.

In the U.S., demand for Lola From Rio’s products have been building ahead of its Walmart launch. Its $14 Rapunzel Hair Tonic Spray, which claims to reduce hair loss and stimulate growth, has racked up over 17,000 reviews on Amazon, prompting shoppers to nab over 3,000 units of the product last month. Over 2,000 units of the brand’s $15 Curl Defining Hair Gel were sold on the e-commerce platform last month, too.

Dippity-Do

Dippity-Do, the iconic Canadian-born haircare brand that launched with a single gel in 1965, is introducing its curl-boosting collection Girls With Curls to Walmart stores nationwide this month as part of a major U.S expansion that will see it additionally go to CVS. Bestsellers $25.99 Curl Shaping Gelée, $10 Curl Defining Cream and $13 Leave-In Detangling Conditioner are in its Walmart assortment along with several other products such as deep conditioners, shampoos, co-washes, detangles and mousses. The products are formulated for 2A to 4C, or loose wavy to tightly coiled, hair types.

Previously owned by distributor Centura Brands, Dippity-Do was acquired by California-based Pacific World Corporation in 2022 for an undisclosed sum. In Pacific World Corporation’s portfolio, it joins the brands Nails Inc., Holler and Glow, Trim, Gem and Nailene.

ScentMatch

Dupe-loving gen Z shoppers will soon be able to infuse their surroundings with their favorite iconic scents at a fraction of those scents’ prices. Offering flame-free wax melts that mimic luxury scents from brands like Le Labo, Maison Francis Kurkdjian and Juicy Couture, new home fragrance line ScentMatch is set to launch on Walmart’s website in early May before expanding to select stores in the summer.

ScentMatch’s Walmart assortment will include nine varieties of wax melt, with each wax melt containing three ounces of wax and 12 individual melts in a pack retailing for $3.96. It will also launch a sample kit featuring six fragrances for $8.96. The brand aims to launch new singles and kits every month.

ScentMatch is owned by B&B Acquisition Inc., a Utah company run by brothers Brian and Spencer and brothers-in-law Chris Barnes and Brett Heyland. Entrepreneur Bart Kennington, now retired, started the company in 2021 to provide a safer method for fragrance delivery after a neighbor’s house went up in flames due to a candle.

ScentMatch will join other dupe brands at Walmart like Dossier and Revolution Beauty as retailers stock their shelves with products that imitate coveted items at cheaper prices. This year, Target onboarded dupe brands MCoBeauty and Timeless Skin Care. In 2023, Walgreens unveiled an in-house brand called Premium Skin Care featuring nine products with dupes of products from buzzy prestige brands like Sol De Janeiro, and discount retailers Five Below and Dollar Tree peddle dupes of Sol De Janeiro and Touchland products.

After racking up 30,000 points of distribution in its native Brazil, haircare brand Lola From Rio is ready to set up shop in the U.S., where it will land on Walmart shelves nationwide this month.

Raan

Formulated with five ingredients, including 99% purified water, wet wipe brand Raan is out to cleanse and moisturize with minimal ingredients. The brand’s biodegradable wipes are made from unbleached and chemically untreated cotton that will launch on its website on March 25 before bowing on Walmart’s website on April 15. A store rollout is planned at the mass-market retailer for later this year. Raan will arrive on Amazon next month, too.

To stand out from the pack, Raan purports to be the first wet wipe brand to bear the natural cotton seal on its products. It’s entering the market with a 60-count flat pack available in bundles of four, eight and 12 priced between $36 and $108. It’s also available as single sachets packaged in a pouch for $14.99.

This article was revised on March 18 to include ScentMatch’s correct parent company and again on March 21 with new information on Walmart’s premium beauty assortment and beauty accelerator program.