Madison Reed will have 28 SKUs at the retailer.
Amy Errett, founder and CEO of Madison Reed, said, "Madison Reed is deeply rooted in the belief that prestige, salon-quality hair color made without harsh ingredients should be accessible. To us this means empowering our guests to choose where and when they purchase our products and color their hair so they have the freedom to enjoy gorgeous results on their own terms. As a true omnichannel brand, we are dedicated to meeting our guests where they are and the beauty in this model is we are everywhere they need us. Walmart is a key partner in accomplishing this goal."
Creighton Kiper, vice president, beauty, Walmart U.S, said, "Walmart is committed to expanding its assortment to bring in new brands and products that are innovative, high-quality and on-trend. By collaborating with Madison Reed, we're excited to make prestige hair color more accessible to all."