Marketing News

Walmart Adds Premium Beauty

More than 20 new brands such as Cosrx, T3 and Perricone MD are available.

Perricone MD skincare is now at Walmart.

Walmart announced the launch of Premium Beauty on Walmart Marketplace as it continues to evolve its online beauty assortment. 

More than 20 new brands such as Cosrx, T3 and Perricone MD are part of the initial assortment spanning hair tools, skin care and hair care. Backed by custom storefronts and editorial content, Premium Beauty at Walmart creates an elevated brand experience while building customer trust with direct and approved sellers, said the retailer. 

Walmart executives say the move gives brands custom storefronts with plenty of space for storytelling and product descriptions. The Premium Beauty launch comes two years after Walmart introduced its shops-in-shop concept featuring brands like Mario Badescu, NuFace and Patchology.

But Walmart doesn’t have the premium online space to itself. Last year, Amazon sold more than one billion beauty products in the US. That success led Morgan Stanley to predict that Amazon would leapfrog Walmart to become the biggest beauty retailer by 2025. More recently, Amazon added Bumble & Bumble, Clinique, Kiehl’s, Too Faced and Smashbox to its beauty menu.

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