Walmart Adds Star Power to Its Beauty Offerings

a display in a store

Walmart has become the exclusive retailer for several direct-to-consumer cosmetics brands with huge social media followings.

A dedicated endcap display spotted at select Walmart stores merchandises beauty products from:

  • KAB Cosmetics, a brand co-founded by Kim Zolciak-Biermann, Ariana Biermann and Brielle Biermann of Bravo TV’s The Real Housewives of Atlanta and Don’t Be Tardy,
  • Joyce Bonelli Cosmetics, celebrity makeup artist Joyce Bonelli's cosmetics brand,
  • Bedoya Beauty from Isabel Bedoya, an influencer with 3.2 million Instagram followers, and
  • Baddie B Lashes, a brand of faux eyelashes made from mink fur that have been worn by celebrities Cardi B and Becky B.

The brands also get the spotlight on through a “Loved by Influencers” e-commerce hub. 

Elsewhere online, the SKUs have been heavily promoted with social media activity from the brands and associated influencers. Zolciak-Biermann announced select KAB Cosmetics items were available exclusively at the mass merchant with an April 28 post on her Instagram account, which has 3.1 million followers. A July 19 post on the brand’s official Instagram account also plugged brand's availability at the retailer.

The Bedoya Beauty Instagram account plugged the brand’s DTC launch on April 9 with an Instagram update noting the line would be dropping at Walmart the following week. Joyce Bonelli posted a video of herself shopping her own products at Walmart to Instagram on July 20. Baddie B previewed the Walmart launch with an April 27 Facebook and Instagram update. The brand also hosts a store locator on a page within that links to Walmart’s Baddie B brand showcase.

Walmart has been aggressively pursuing exclusive partnerships with DTC cosmetics and personal care brands in a bid to appeal to younger shoppers. Other recent launches include gender-neutral skincare brand Bubble and inclusive beauty brand Uoma by Sharon C.

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