Walmart Expands Beauty Specialists to 400 Stores

Walmart is deploying trained beauty specialists in its stores to provide personalized recommendations on makeup and skin care products, marking a shift from its traditional no-frills service model.

The retailer began staffing beauty aisles with these experts in 22 stores across Arkansas and Texas in recent months. Walmart plans to expand the program to more than 400 of its roughly 4,600 U.S. stores by the end of the year. The specialists offer advice on foundation shades matching skin tones and trending moisturizers popularized on platforms like TikTok, though they do not apply products or perform makeovers.

This initiative responds to intensifying competition in the $129 billion U.S. beauty and personal care market. Walmart, along with rival Target, Sephora and department stores, aims to draw shoppers to physical locations through customized service and interactive displays, complementing online sales. A year ago, Walmart piloted beauty bars for sampling and consultations in 40 stores; the concept now operates in hundreds. As part of remodeling 650 locations this year, the company is relocating beauty sections to store fronts and highlighting social media-favored products.