When was the last time you went to Walmart? If you live in New York City like me, then I imagine it’s been a while since there isn’t one here. But a few beauty writers and I were invited to their Secaucus location for a fall beauty preview. Before I show you what’s new in their cosmetic and haircare aisles, let me just tell you that Walmart is bringing in more than 700 new beauty products and about half will be either exclusive or new to their store.
Jody Pinson, Vice President of Beauty Merchandising, says when a Walmart customer goes into the store she is typically shopping for her kids, her pets, and sometimes for herself. With the revamp of the beauty department, she now has something that’s just for her.
I was impressed with their emphasis on natural or naturally-inspired haircare and skincare. Found, a cosmetic brand with at least 90% of natural ingredients, is one of the exclusive brands you can find only at Walmart.
What got my attention is how the buyers are not just keeping up with trends but also demographics throughout the country. Buyer and Cosmetic Trend Expert Raina Connor said they know that “new skin tones are being born everyday,” so they have to stay ahead for the customer’s right shade, formula and finish.
For example, Milani is one of the fastest growing multicultural brands in the United States and their focus is making sure that the foundation matches the customer’s undertones.
Walmart Haircare Expert Dawn Novell said they’re also catering to natural hair by providing brands like Carol’s Daughter and The Mane Choice which include kitchen-derived ingredients in their hair products.
The “Pink Lemonade & Coconut” collection from The Mane’s Choice‘s Curl Boosting Sherbet will only be available at Walmart with limited distribution.
“You have to understand your customer base,” says Novell. For example, they can have a raw shea in Atlanta, but they wouldn’t put that in Florida.
Another buyer and haircare expert said Walmart is going to have the biggest selection of dry shampoo in the United States and make it easier for people to buy.
Many of us were also impressed with the collection of Korean face masks. You can now find many different face and sheet masks in Walmart’s “mask bar.” They have so many to choose from!
Before my flight this morning, I’m trying out Found’s Brightening Coconut Sheet Mask which is 94% natural.
The mask is supposed to brighten uneven skin tone for healthy-looking radiance. I love that it’s formulated without parabens, SLS, synthetic fragrance, phthalates, PEGS, or mineral oil. Again – natural ingredients is a big push for Walmart which I’m really excited about.
I might have to make another trip to New Jersey to spend more time in their beauty and skincare aisles.
They have so many prestige-like products at valued prices like this 24K gold eye gel and sophisticated makeup brushes.
These were only a handful of the products we learned about during our field trip. Be sure to watch my short YouTube video, which includes my Instagram stories from that day, for input from the Walmart buyers.
Hope you enjoyed this post with the latest beauty news.
This is a sponsored conversation written by me on behalf of Walmart. The opinions and text are all mine.