It’s natural to be wary of retail websites selling luxury beauty products—after all, the risk of counterfeits and expired items is a real concern. But Walmart is taking the guesswork out of the equation with the launch of its Premium Beauty marketplace, featuring 20 popular beauty brands and over 1,000 products.
As reported by WWD, the new marketplace places a strong emphasis on skin and hair care, with must-haves from brands like Color Wow, Eve Lom, COSRX, Foreo, Avène, Klorane, and CHI now available on its virtual shelves. Every product listed in Walmart’s Premium Beauty marketplace is directly authorized by each beauty brand, so you can shop confidently knowing you’re getting the real deal.
“This opportunity is very customer-focused,” Silvia Kawas, executive vice president of Walmart consumables, Walmart U.S. told the outlet. “Our customers are looking for an experience with brands they trust and love, and they want to find them at Walmart. 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.”
Kawas and her team did their homework, digging into customer preferences to curate the brand lineup. “We see what they’re asking for from the customer search data, and we’re starting off with brands that we think will resonate with them, and build upon that experience,” Kawas said.
“The customer is attracted to these brands that are younger,” Kawas continued. “They’re looking for and experimenting with different brands.” Get a sneak peek of what you can find on Walmart’s website ahead, featuring a curated mix of classic favorites and newer brands we know and love.
Shop Walmart’s Premium Beauty Marketplace
