Walmart Bids for Bigger Share of Beauty Spending with In-Store Experts
Walmart is expanding Beauty Experts to 400+ stores by end of 2025, training staff to help customers navigate 7,000+ beauty products. This follows April 2025 Beauty Bars pilot in 40 stores and previous partnerships with Space NK and Mayvenn.
Enhanced in-store beauty consultation creates higher customer expectations for product knowledge and personalized recommendations. Beauty brands should audit their Walmart product descriptions and educational content to support these expert consultations.
Walmart is investing heavily in experiential retail to compete with Sephora and Ulta, signaling beauty as a key category for driving store traffic and premium positioning.
Review your Walmart beauty product listings -- ensure detailed ingredient info, skin type guidance, and usage instructions to support expert recommendations.
Prepare educational materials or training resources for Walmart Beauty Experts about your products in the next 30 days.
Bottom Line
Walmart's beauty expert expansion means higher service bar for beauty sellers.
Source Lens
Industry Context
Useful background context, but lower-priority than direct platform, community, or operator intelligence.
Impact Level
medium
Walmart's beauty expert expansion means higher service bar for beauty sellers.
Key Stat / Trigger
400+ stores with Beauty Experts by end of 2025
Focus on the operational implication, not just the headline.
Full Coverage
Walmart is seeking to make its stores a more enticing destination for beauty customers. The retailing giant introduced Beauty Experts in 22 stores in northwest Arkansas and Dallas-Fort Worth, with plans to expand to more than 400 locations by year’s end as these stores are remodeled with Walmart’s Beauty 2. 0 redesign.
The Beauty Experts in the pilot program received specialized training at one of the 200 Walmart Academy training facilities, learning the science behind skincare routines, the art of asking the questions needed to understand what a customer needs and techniques to help shoppers navigate a sea of 7,000+ products to find their optimal choice.
Beauty Experts will receive ongoing monthly and quarterly training materials focused on product knowledge, seasonal needs and top-trending items. The Beauty Expert program is part of Walmart’s recent moves to expand in this category.
In April 2025 Walmart piloted Beauty Bars where customers could talk to beauty experts, test samples and explore new products, in 40 stores. Previous beauty-related initiatives depended on partnerships. In March 2022 Walmart partnered with British retailer Space NK to bring a selection of 15 prestige beauty brands to nearly 250 stores across the U. S.
that summer, and in July 2022, the retailer bolstered its relationship with beauty tech company Mayvenn to bring Beauty Lounges to 400 Walmart locations.
Original Source
This briefing is based on reporting from Retail TouchPoints. Use the original post for full primary-source context.
Style
Audience