Walmart is expanding its online Marketplace with the launch of its Premium Beauty storefront. It's probably a move to compete wth Amazon. The retailer, inflamous for its low prices, is adding over 20 premium brands to expand its beauty presence.

Premium Beauty at Walmart offers shoppers a custom storefront to create an elevated brand experience, while building customer trust with direct and approved sellers.
 
This launch comes two years after Walmart introduced its shops-in-shop concept featuring brands like Mario Badescu, NuFace, and Patchology.
 
Corsrx, Perricone MD, and T3 are the first three brands to hit the shelves. Next, the retailer will add the following additional brands: 

• Avène
• BaByliss
• Bio Ionic
• Color Wow
• Dr. Brandt Skincare
• Foreo
• It’s a 10
• Jan Marini
• Klorane
• L’ange Hair
• Meaningful Beauty
• Ouidad
• Paul Mitchell
• Perricone MD
• René Furterer
• Vibriance
• Victoria’s Secret Beauty 

Walmart is the latest to add a premium space to its beauty offering with multiple brands already opening a storefront on Amazon Premium Beauty. 
 
Last year, Amazon sold over one billion beauty products in the U.S., leading Morgan Stanley to predict that Amazon would overtake Walmart in becoming the biggest beauty retailer by 2025.

Read Next

Walmart Names New Vice President of Beauty

'Being' Debuts at Walmart in Colorful Tubes & Jars—And Is For All Hair Types

New Men’s Personal Care Brand by Jake Paul Debuts in Walmart