Reinforcing its commitment to the beauty category, Walmart joins the ranks of other retailers with a beauty accelerator program called Walmart Start, choosing five up-and-coming brands. The program sets smaller brands up for success, providing them an opportunity to launch at Walmart and access tools like virtual classes, professional mentorships, and activation support.
Dossier: Founded by Sergio Tache, the perfume brand came to life out of a desire to make premium fragrances accessible to everyone. The brand currently offers long-lasting, high-end perfume that is within reach, manufactured in France inspired by iconic scents.
Undefined Beauty: Founded by Dorian Morris, this Black-owned brand believes that wellness shouldn't be elusive or exclusive, saying "let's democratize it." The brand pairs ancient plant wisdom with potent modern-day actives to create high-performance yet accessibly priced skincare and wellness solutions.
PaintLab: Karina Sulzer's nail brand develops innovative press-on nails that replicate the gel manicures of a professional salon, offering both trendy and classic designs that are wearable and super-inclusive. Sulzer is also the founder of Skin Gym and Skin Camp.
Pardon My Fro: Founded by Dana Bly, this Black female-owned lifestyle brand ranges from clothing to accessories and home decor. The haircare range will launch exclusively with Walmart. The brand, Afro-obsessed and built on having an unapologetic attitude, was created for those proud of their hair and heritage.
The Hair Lab by Strands: Created by Strands Hair Care and founded by Eric Delapenha, the customized haircare brand focuses on diagnostic hair testing and precision formulations using scientific expertise and state-of-the-art technology. The Hair Lab simplifies countless options into one seamless, user-friendly system using high-tech hair analysis with either the handheld Strands Smart Scanner or the online Strands Test. The Hair Lab analyzes customers' hair in real time and recommends a customized regimen that's a perfect match. The Hair Lab will launch exclusively with Walmart.
