Walmart Introduces In-Store Beauty Bars
As Walmart continues to elevate its beauty category, the retail giant is piloting a customer engagement experience in 40 select stores as part of a new sales event.
Aptly named “The Beauty Event,” the sale is running from April 18 to May 31 and features more than 1,800 rollbacks and savings on products across the entire category in stores and online, according to a corporate blog post written by Vinima K. Shekhar, vice president of beauty, Walmart.
The sales event is likely replacing Walmart’s spring “Beauty Glow Up” savings event, which was introduced in 2024.
Beyond the deals, Walmart is introducing “Beauty Bars” inside 40 locations. The pilot program is designed to help shoppers explore new products, talk to beauty experts and sample products, Shekhar wrote.
On Walmart.com and in the retailer’s mobile app, a dedicated web page promotes the sale and spotlights trend-forward brands with “elevated shopping experiences,” per the blog. Digital paid media across several publishers, including Page Six and New York Post, also touts the event and particular products through what Walmart called “editorial storytelling” via their websites.
“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,” Shekhar wrote. “And this spring, that transformation comes to life in a big way through The Beauty Event.”
Deeper Dive: Walmart’s Growing Focus on Beauty
Walmart has been actively expanding its beauty category in the past two years, focusing on both premium offerings and differentiating shopping experiences.
The retailer has added more than 40 premium brands in 2025, expanded assortment into its core business and launched pathways for emerging brands through programs like Walmart Start, the retailer’s beauty accelerator program.
Also Read: L’Oreal Pushes for Store Shelf Accessibility to Fuel Walmart Beauty Acceleration
It’s also finding new ways to physically engage shoppers, such as through the Beauty Bars, as well as with account-specific brand activations, including Henkel's Schwarzkopf’s traveling salon “Color on Tour.”
Additionally, to improve the customer experience, Walmart expanded its Beauty Virtual Try-On technology to include nearly 500 hair color products that customers can virtually try on via Walmart's app.
Walmart's online Marketplace has also grown, particularly in the beauty segment. The introduction of the Premium Beauty storefront added over 20 brands, such as COSRX, and Beachwaver.
