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Walmart Announces ‘Beauty Accelerator’ Program

Named Walmart Start, the program will allow the retailer to discover up-and-coming brands

Published

2 years ago

February 24, 2022

VMSD Staff

Walmart Announces ‘Beauty Accelerator’ Program — Courtesy of Walmart

Courtesy of Walmart

Walmart (Bentonville, Ark.) is launching Walmart Start, a “beauty accelerator program,” which will work to identify up-and-coming beauty brands to potentially be sold in Walmart stores and on walmart.com, according to a Walmart press release and Retail Dive.

Brands that are already showcased in Walmart stores or those with prior in-store modular placement will not be considered. Eligible brands, per Walmart’s requirements, must be ready to launch at a mass retail scale and have a minimum of $5 million in liability insurance, as well as the ability to submit products for third-party testing, among other stipulations.

Applications are being accepted until March 7 and five brands will be chosen and unveiled by May. Between December of this year and March 2023, the mass merchant hopes to debut the brands in its stores and online.

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