Walmart is seeking to make its stores a more enticing destination for beauty customers. The retailing giant introduced Beauty Experts in 22 stores in northwest Arkansas and Dallas-Fort Worth, with plans to expand to more than 400 locations by year’s end as these stores are remodeled with Walmart’s Beauty 2.0 redesign.
The Beauty Experts in the pilot program received specialized training at one of the 200 Walmart Academy training facilities, learning the science behind skincare routines, the art of asking the questions needed to understand what a customer needs and techniques to help shoppers navigate a sea of 7,000+ products to find their optimal choice. Beauty Experts will receive ongoing monthly and quarterly training materials focused on product knowledge, seasonal needs and top-trending items.
The Beauty Expert program is part of Walmart’s recent moves to expand in this category. In April 2025 Walmart piloted Beauty Bars where customers could talk to beauty experts, test samples and explore new products, in 40 stores.
Previous beauty-related initiatives depended on partnerships. In March 2022 Walmart partnered with British retailer Space NK to bring a selection of 15 prestige beauty brands to nearly 250 stores across the U.S. that summer, and in July 2022, the retailer bolstered its relationship with beauty tech company Mayvenn to bring Beauty Lounges to 400 Walmart locations.
