As the season of renewal begins, Walmart Beauty embraces the spirit of fresh starts with exciting updates, including new brand launches and the return of the Walmart Start program.
The Walmart Start brands will be available on Walmart.com and in select Walmart stores starting this month.
Walmart Start is back
Walmart's beauty brand accelerator program, Walmart Start, is welcoming its third cohort. Since launching three years ago, Walmart Start has reportedly helped more than 10 beauty brands successfully launch in Walmart stores and on Walmart.com. These up-and-coming brands fill gaps in Walmart’s current assortment and lean into timely trends, all at relatively low price points.
In previous years, brands chosen to be part of Walmart Start would receive access to resources such as education, mentorship and brand activation to ensure a successful debut.
The Walmart Start class of 2025 includes:
- Maison 276: A hair care system for silver and blonde hair, founded by Angel Cornelius that reportedly uses a clean formula base with no harsh purple dyes.
- Nappy Styles: Master barbers inspired Nappy Styles products to provide natural hair with all the nutrients, moisture, shine and softness needed for a modern haircut, using ingredients like shea butter, black castor oil and coconut oil.
- Lattafa: Drawing inspiration from Arabian culture, the three generations of the Sheik family take pride in Lattafa, a fragrance brand that attempts to capture the essence of sophistication, luxury and individuality with its perfumes.
- Kativa: Dedicated to empowering women to embrace what makes them unique, Kativa is a hair care line that helps women transform their hair through highly researched and developed products.
Vinima Shekhar, vice president of beauty merchandising for Walmart U.S. says, “Walmart is here to be the most trusted and accessible beauty destination for everyone to look and feel their best every day. We’ve launched over sixty new brands in the past year, including noteworthy beauty favorites like Pretty Smart, Being and Curology, with many still to come that will be part of the premium beauty program.”
