With an emphasis on indie brands and multi-cultural products, Walmart is giving its beauty business a makeover. More than 40 new beauty labels have found a home in Walmart stores. The goal is to lure customers who came for groceries into revamped beauty departments, where they might be tempted into trying a new brand. Merchandising vice president for Walmart U.S. Beauty Musab Balbale has made innovation and relevance his watchwords, and he is committed to bringing both to Walmart’s beauty aisles.
“Definitely, the pandemic has changed things. Beauty certainly was one of the first categories we saw come back. After the initial shutdown, people were focused on their appearance, whether it was teeth whiteners or lipstick. Beauty can be a small indulgence.”