Walmart is on a mission to change the way its customers discover beauty products. The mega retailer kicked off its Spring Beauty Event on April 18, and with it, announced it will be placing specialized Beauty Bars in select stores nationwide. The Beauty Bars will allow customers to test samples and get product recommendations from beauty experts in person, and they’re expected to go live at 40 stores. Walmart made the announcement via a blog post shared to its corporate website this month.
“Our beauty customers are as diverse as the country itself—from teens just learning to care for their skin, to busy parents trying to do it all, to women navigating perimenopause and beyond,” wrote Walmart’s Vice President of Beauty Vinima K. Shekhar. “They’re savvy. They mix basics with premium. And they’re asking for more—more personalization, more transparency and more options that meet their needs, their budgets and their lives.”
Walmart first hinted at its plans to add Beauty Lounges to over 400 stores in partnership with Mayvenn Hair back in 2022, and the brand’s most recent move is likely part of a larger effort to compete with other huge beauty retailers like Sephora who are offering customers a similar shopping experience. Per Shekhar, the goal is for Walmart to become “the most trusted and accessible beauty destination for everyone, at every stage of life.”
“That’s what The Beauty Event is all about,” the post continues. “It’s a moment to explore, to indulge, to save—and to feel seen.” The Beauty Event is set to last throughout May with over 1,800 deals on products from beloved brands like Dyson, Olaplex, Sol de Janeiro, Bubble, and La Roche-Posay.
