Amazon and Walmart are deeply entrenched in consumers' lives, forever changing how we shop. The two largest companies by revenue and the two largest private-sector employers in the United States have shifted consumer expectations and raised the bar on the competition with their retail experimentation arms race, including free shipping, fast delivery, membership services, and competitive pricing.The beauty sector has proven its ability to stave off economic headwinds, remaining resilient as other categories struggle amid global economic, political, and climate crises. Walmart and Amazon are among the ranks of retailers, investors, and entrepreneurs looking to increase their piece of the beauty pie amid intensifying competition.Nielsen IQ estimated total revenue of $90.2 billion across the omnichannel beauty sector in 2022, up 6.7% from the previous year and well positioned for growth in 2023. Last year, in-store sales accounted for 62% of beauty sales, with data indicating online sales value increased by 6.7% from 2021.When it comes to health and beauty, the two retail behemoths have been running neck and neck, according to PYMNTS year-over-year and quarter-over-quarter-tracking. In the most recent quarter, Walmart secured 5.9% of category sales, while Amazon had 5.1%. Health, personal care, and beauty was one the fastest-growing categories at Amazon in 2022. First-party (1P) sales of beauty products increased by 23%, while third-party (3P) sales grew by 14% on Amazon.Morgan Stanley projects that Amazon will become the biggest player in beauty, overtaking Walmart by 2025. Analysts led by Simeon Gutman wrote in a research note that the e-commerce behemoth will own about 14.