Walmart is adding trained beauty specialists to store aisles to provide personalized product recommendations. This shift from a traditional no-frills model directly challenges competitors like Target and Sephora. The initiative targets the $129 billion U.S. beauty and personal care market.
Walmart will expand the program to over 400 of its 4,600 U.S. locations by late 2026 following a 22-store pilot. The company is moving beauty departments to the front of stores as part of a broader remodeling plan. New displays will feature products trending on social media to drive engagement.