Walmart Start
About Walmart Start
Walmart Start is an exciting beauty brand accelerator program that sets emerging brands up for successful glow-ups by giving them a chance to launch at Walmart.
How Does It Work?
The selected brands have a potential opportunity to be launched at Walmart, while also receiving access to various resources to help set each brand up for their launch.
Welcome Class of 2025
We’re so excited for this group of founders to share their amazing new brands. We know incredible things are in store.
Walmart Start Program Timeline
Once winning brands are selected to participate in Walmart Start, the program will begin in Summer 2026. If selected to launch in stores and/or online, a brand management consultant will be accessible up until your brand’s intended launch date. This program will support you through onboarding your first year at Walmart.
FAQs
We’re looking for unique, innovative brands that are ready to take it to the next level and become our customers’ next big beauty obsessions. In a nutshell, your brand should:
- Get customers excited with innovative brand, value and product propositions.
- Have high potential for growth.
- Be ready to launch at mass retail scale—meaning you’ve got manufacturing, supply chain and financial capabilities that can support a potential launch in 1,000 stores.
- Meet all Walmart supplier requirements, including, but not limited to:
- Federal Tax ID number
- Minimum of $5M in liability insurance (actual amount varies by business)
- Dun & Bradstreet number
- Ability to submit products for third party testing
- Electronic Data Interchange (EDI)
- GS1 membership number
Meet the Walmart Start Sponsors
Alumni
Terms and Conditions
By submitting your products to Walmart, you agree to the following statements:
- You attest that all information you have provided is accurate.
- You attest that you comply with all of Walmart’s supplier requirements.
- You understand that your submission cannot be edited once complete. Please take time now to carefully review your responses and make any edits, as needed.
- You understand that not all applicants will be invited to the next stage of the selection process.
- Selected suppliers must be available to attend pitch meetings.
- You understand that brand launch is in Walmart’s sole discretion and is contingent on suppliers meeting all Walmart requirements, including, but not limited to, a fully executed Walmart Supplier Agreement, agreed upon product costs, manufacturing and shipping capabilities and timelines, etc.
- You understand that marketing placements are not guaranteed and depend on timely launch, item availability, and are at Walmart’s sole discretion.
- You understand that all Walmart Start dates are subject to change at Walmart’s sole discretion.
- Walmart has the right to terminate a brands participation in Walmart Start if brand fails to meet supplier terms and conditions or meet modular timeline requests.
