Found: The Story Behind Our New Natural Beauty Routine

By Melanie Patrick
September 21, 2017
Found Beauty Products v2

If you’ve ever tried shopping for naturally-inspired beauty products, you know the struggle.

They can be expensive. They’re sometimes not as effective. Makeup colors can be limited, and guess what? That means matching skin tones is a challenge.

As a buyer for cosmetics at Walmart, I’d begun noticing an industry trend, both from our customers’ feedback and focus groups: People care more than ever about the ingredients in the products they’re using. But this was also personal. I’m passionate about using natural ingredients in my home, and I was having trouble finding beauty products that looked good, felt good, and wouldn’t break the bank.

That was last year. Little did I know that a solution was soon to be found.

My team started looking into what it would take to develop naturally-inspired skincare and cosmetics, and that’s when we discovered Hatchbeauty, a company specializing in everything from the development to the marketing of innovative beauty products. They were eager to marry their beauty expertise with our retail expertise to create something truly unique and different – Found, a new line of naturally-inspired beauty products exclusive to Walmart.

Every item within Found highlights a “miracle” ingredient used in ancient beauty rituals. For instance, one of my favorite products, the illuminating drops, uses passionfruit oil to lock in moisture and nourish your skin. We’ve brought these ingredients to life to give customers an alternative featuring natural ingredients that can deliver the same results as traditional, high-end beauty products.

Helping develop Found has been one of the most meaningful achievements in my career, because it has been an intersection where my personal passion and my professional purpose collide. Walmart is committed to selling more products that benefit people and the planet. Found’s 130-product line is never tested on animals, and there’s even a Not Found list featuring what you won’t find in the products, like parabens and phthalates. Every product is 90-99% natural, and the percent of natural ingredients is front and center on every product.

Working with Tracy Holland, founder and CEO, Diana Madrid, COO, and Ben Bennet CCO, was a phenomenal experience, but I was impressed with the engagement from everyone on their team. From the owners to the brand managers to the chemists and product developers, everyone encouraged diversity of thought and inclusion, which made it possible for the customer to be the focus of our development process. I can’t count the number of times we changed direction on formulas, shade range or packaging based on customer feedback. For instance, we received customer feedback that skincare can be a confusing category to shop, so we broke down every item into one of three steps: cleanse, treat and hydrate. Found demystifies the process and helps customers focus on key items to build their regimens.

When I gave my first presentation to our leadership team, I asked them how my makeup looked, and they couldn’t believe everything I was wearing was from our naturally-inspired line. It’s one thing to develop these products – but it’s another thing entirely to actually wear the products and love them! Found has truly been a chance for me to help our customers save money and live better.

You can find Found products at select Walmart locations, Walmart.com and coming soon to Jet.com.