Last year, Bloomberg, quoting Morgan Stanley research, reported that Amazon was on track to overtake Walmart as the top U.S. beauty retailer by 2025, encompassing a projected 14.5% of the market. Now comes news that Walmart is adding a Premium Beauty section to its Marketplace platform.
Amazon's own prestige beauty push has included the onboarding of brands such as Lab Series, Odele, Smashbox, Agency by Curology, Evolvetogether and more.
Walmart Marketplace's Premium Beauty Brands
Twenty brands have joined Walmart's Premium Beauty Marketplace array.Walmart
Other participating brands include:
- Avène
- BaByliss
- Bio Ionic
- Color Wow
- Dr. Brandt Skincare
- Foreo
- It’s a 10
- Jan Marini
- Klorane
- L’ange Hair
- Meaningful Beauty
- Ouidad
- Paul Mitchell
- Perricone MD
- René Furterer
- Vibriance
- Victoria’s Secret Beauty
The Premium Beauty section of the Walmart Marketplace platform features custom storefronts and editorial content.
Walmart's Seamless Omnichannel Ambitions
“We’re executing strategic priorities at Walmart that are helping us to become the customers’ first choice–every day, every season, for every item," says Tom Ward, executive vice president and chief ecommerce officer, Walmart U.S. "Walmart Marketplace is a key component of that mission. We know the importance of personalized, seamless omnichannel experiences, and Walmart continues to advance its digital and fulfillment capabilities, including the new categories and features we announced today, that enhance the overall customer and seller experience on Walmart.com.”
