Walmart Amplifies Premium Beauty Presence with New Online Custom Shops

Walmart is enhancing its online presence in the premium beauty market with the launch of dedicated shops featuring over 1,000 skincare and haircare products. The initiative introduces 20 prestigious brands, such as CosRX and Paul Mitchell, to Walmart’s digital platform, offering customized storefronts and rich editorial content for deeper brand engagement. This strategic expansion, which includes fulfillment services for smaller brands, comes as Walmart aims to compete with Amazon, which sold over 1 billion beauty products in 2023 and is projected by Morgan Stanley to become the largest beauty retailer by 2025.

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