The retail giant is departing from its traditional discount-focused model by introducing beauty specialists in its stores who can match foundation shades to skin tone and recommend appropriate moisturizers. The initiative marks a strategic shift aimed at attracting higher-income shoppers and competing with specialty beauty retailers. Walmart has already filled these positions at 22 stores across Arkansas and Texas in recent months and plans to expand to more than 400 of its 4,600 U.S. namesake locations by the end of the year.
The company's beauty expansion began a year ago when Walmart piloted "beauty bar" concepts in 40 stores where customers could sample makeup and consult with advisers. That concept has since spread to hundreds of locations. As part of a broader remodeling effort affecting 650 stores by year-end, Walmart is relocating beauty departments to the front of stores and installing new display fixtures. The company has also expanded its product offerings to include higher-end brands such as La Roche Posay, Nude by Nature, and FHI Heat hair tools—items that carry price tags reflecting their premium positioning.
Vinima Shekhar, vice president of beauty merchandising for Walmart's U.S. division, said the company is not attempting to replicate Ulta or Sephora but instead leveraging its breadth of assortment and convenience while adding a service layer. "We have the breadth of assortment that no one else has. We have convenience that no one else has," Shekhar told the Associated Press. "What we also then want to do is layer on a level of service for both our associates and our customers."
Walmart's advisers complete a day of training at a company academy followed by ongoing instruction on products, seasonal trends, and customer engagement. Unlike employees at department stores and specialty chains, these advisers do not apply products or perform makeovers. The company offers hourly wages ranging from $14 to $35 depending on store location, with the median wage for beauty expert roles at $19.54 per hour nationally.
The move aligns with broader retail trends. Target announced in early March plans to expand upscale beauty offerings and deploy staff in 600 stores this fall through a new department called Target Beauty Studio. Target is also testing other specialized services, including a "baby boutique" experience launched last month in nearly 200 stores with concierge assistance. Whitney Hunt, vice president of Walmart's U.S. operations, indicated the company is exploring similar expert-staffing models in other departments, including electronics.
Helena Bacon, a University of Arkansas junior employed as a beauty adviser, noted that her training last fall increased her confidence in assisting customers. "I was kind of everywhere before," she said. "But now that I'm just in my section, if someone does come up to me and asks for a recommendation for something, I could go over with them into that section and say, 'This is what I know is good for the problem you're trying to fix.'"
