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Walmart Enters Beauty Category With Private Label Skincare Line

Walmart has launched a private label skincare line, Earth to Skin, designed to offer beauty shoppers affordable skin products that only include natural ingredients.

The Earth to Skin line has four collections, including “Super Fruits,” “Honey,” “Super Greens” and “Tea Time.” Products range from toners and serums to gels, masks and creams, and everything comes at a price of less than $10.

While Earth to Skin offers 28 individual products in total, shoppers can purchase a starter kit with four sample-size products for $9.98.

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Like others in the industry, Walmart is tying itself to the “clean beauty” movement, emphasizing that the products are not tested on animals and do not include parabens, phthalates, petrolatum, mineral oil, sulfates or gluten. In March, Amazon unveiled a line of skincare products called Belei, which come in recycled resin bottles to provide solutions for various types of skin. The collection has 12 different items, ranging from retinol moisturizer to vitamin C serums.

Walmart’s jump into beauty comes only two months after Amazon made its biggest move into the category. In June, the e-Commerce giant launched the Amazon Professional Beauty Store, which offers professional-grade beauty supplies typically found in salons and spas to licensed stylists.

Walmart also offers a four-times-a-year beauty box subscription for $5 per box that contains samples of products sold at Walmart and on Walmart.com.

Earth to Skin is available only in Walmart stores and Walmart.com.

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