If I had to choose one word to describe where Walmart Beauty is, it would be transformation.
We’re in the midst of an exciting shift — one that’s redefining how our customers discover, experience and express beauty, whether they’re shopping in our stores, on Walmart.com, or scrolling through our app. And this spring, that transformation comes to life in a big way through The Beauty Event.
Fresh finds, real savings on beauty for every occasion
Launching April 18 and running through May 31, The Beauty Event is one of our biggest seasonal activations. With over 1,800 rollbacks and savings, we’re helping customers refresh their beauty routines with everything from cult-favorite premium brands to $3 claw clips. Whether it’s a last-minute Easter gift, a little something for Mother’s Day, or a treat-yourself moment, we’ve curated an experience that delivers what our customers love most: real value, thoughtful assortment and convenience.
But beyond the deals, this year’s event is different. We’re introducing Beauty Bars in 40 select stores — a pilot program where customers can explore new products, talk to beauty experts and test samples. We’re also spotlighting trend-forward brands online with elevated shopping experiences and editorial storytelling. From skincare to haircare, derm-recommended favorites to viral essentials, we want every beauty routine to feel seen and supported.
Beauty that fits into real life — and every life stage
As a working mom of two boys, I know the value of beauty on the go. My own routine is a mix of sleep-support supplements, collagen, mini must-haves in my purse and hair products that let me switch between curls and straight styles depending on the day (and let’s be real, the humidity). I want products that work, that are easy to find and that don’t require a separate trip across town.
And customers tell us they feel the same way.
That’s what excites me most about what we’re building. Our beauty customers are as diverse as the country itself — from teens just learning to care for their skin, to busy parents trying to do it all, to women navigating perimenopause and beyond. They’re savvy. They mix basics with premium. And they’re asking for more — more personalization, more transparency and more options that meet their needs, their budgets and their lives.
We’ve added 40+ premium brands in the past year, expanded assortment in our core business, and launched new pathways for emerging brands through programs like Walmart Start, our beauty accelerator program. We know our customers are looking for more things they need, want and love and our team is focused on having that available to them however and whenever they want it.
Walmart Beauty’s Top 10
Our must-haves from this spring’s event:
- Olaplex No.4 Bond Maintenance Shampoo & No.5 Conditioner Combo Pack
- Dyson Supersonic™ Origin Refurbished Hair Dryer
- MISS ROSE All in One Makeup Kit
- Versace Bright Crystal 3oz Perfume
- InfinitiPRO by Conair Curl Secret
- BaBylissPRO® Nano Titanium™ High-Speed Dual Ionic Dryer
- L'Oreal Paris Infallible Precision Felt Waterproof Eyeliner
- Scotch Porter Smoothing Hair Balm
- Scunci Open Cut Rectangular Claw Clips
- Bubble Slam Dunk Hydrating Moisturizer
Beauty as self-care — and self-expression
For us, beauty isn’t about fitting into one idea of how you “should” look. It’s about how you feel — how you show up for your day, for your family, for yourself. We want to be the most trusted and accessible beauty destination for everyone, at every stage of life. And with a Walmart store within 10 miles of 90% of the U.S. population — and even closer in your pocket through our app — we’re uniquely positioned to deliver.
As someone whose own beauty routine has evolved (yes, there were many acne washes in my teenage years!), I love that we’re creating space for every story. That’s what The Beauty Event is all about. It’s a moment to explore, to indulge, to save — and to feel seen.
Because no matter where you are in your beauty journey, Walmart Beauty is right there with you.
