Prestige Beauty & Fashion: The Rise of Iconic Brands at Walmart
Discover how Walmart is revolutionizing premium beauty and fashion shopping by bringing top prestige and trending brands to your local store.
Walmart’s Transformation: A New Destination for Prestige Fashion and Beauty
For decades, Walmart has been a go-to for affordable essentials. But in recent years, a remarkable shift has positioned Walmart as a major player in the world of prestige beauty and fashion, offering shoppers access to celebrated brands and exclusive collections once reserved for boutiques and luxury retailers. This movement isn’t just making premium products more accessible—it’s reshaping how consumers perceive value, selection, and even luxury itself.
How Walmart Became a Prestige Beauty Player
Traditionally, prestige beauty brands have been the domain of department stores or specialty shops like Sephora and Ulta. Recently, however, Walmart has invested heavily in bringing renowned and emerging beauty brands into its aisles and online platforms. With curated partnerships, exclusive launches, and a focus on inclusivity, Walmart is now a contender for the savvy beauty enthusiast’s attention.
Major Collaborations: Walmart x Space NK
One of the standout moves in Walmart’s beauty evolution is its collaboration with Space NK, the iconic British beauty retailer known for its discerning curation. This partnership—dubbed BEAUTYSPACE NK—debuted in 2022, bringing over 600 select products spanning skin care, makeup, hair care, and body care from both legendary and indie names.
With an expertly curated range, Walmart customers can now access:
- Luxe icons: By Terry, Slip, Philip B, Lancer
- In-demand indie brands: Allies of Skin, PSA, and Grow Gorgeous
- Award-winners: Mario Badescu, Foreo, Ameliorate
- K-Beauty stars: Patchology, Eyeko
- Plant-powered: Goldfaden MD, Mio, Mama Mio
- Walmart exclusives: Summer Camp’s mineral-based SPF, new Philip B sets
This extensive selection is available both in-store at nearly 250 locations and online, merging Space NK’s refined sensibility with Walmart’s accessibility and scale.
The Rise of Premium and Trend-Driven Brands at Walmart
Walmart continues to expand its prestige assortment, now featuring more than 60 new brands across fragrance, hair care, skin care, and even fashion. Some of 2024’s notable additions include:
- Curology (dermatologist-developed skincare)
- Victoria’s Secret (selected fragrances and body care)
- L’ange (salon-grade hair tools and products)
- Pretty Smart and Being (innovative, high-performance beauty)
Prestige beauty sales at Walmart are outpacing mass-market options, showing annual gains double those of traditional offerings. Walmart’s strategy is clear: bring the excitement of luxury brands to a larger, more diverse audience—without sacrificing value or selection.
Shopping for Prestige Brands: What Makes Walmart Different?
Why choose Walmart for your next beauty or fashion haul?
- Affordability: Walmart leverages its buying power to keep prices competitive—even for luxury labels.
- Exclusive product drops: Some brands offer Walmart-only editions or collaborations unavailable elsewhere.
- Convenience: Shop online or in-store, with seamless pickup, fast delivery, and an intuitive app.
- Accessibility: With hundreds of participating locations and global e-commerce, everyone has a shot at premium beauty.
- Wider selection: Combined with third-party marketplace sellers, Walmart’s catalogue rivals specialty beauty stores.
What others are reading
Spotlight on In-Demand Prestige Fashion & Beauty Brands at Walmart
| Brand | Type | Highlight |
|---|---|---|
| Slip | Haircare & Accessories | Silk pillowcases and scrunchies beloved for minimizing hair breakage |
| By Terry | Skincare & Makeup | Luxurious, skincare-infused cosmetics from Paris; cult-favorite Hyaluronic Hydra-Powder |
| Mario Badescu | Skincare | Iconic drying lotion and gentle facial sprays adored by beauty editors |
| Foreo | Devices | Sonic cleansing brushes and innovative skincare gadgets |
| Victoria’s Secret | Fragrance & Body | Classic body mists and perfumes with a fashion flair |
| K-Beauty (Innisfree, Cosrx, Tony Moly, Sulwhasoo) | Skincare | On-trend, innovative formulas from Korea’s top beauty labs |
Breakthroughs in Haircare: New Icons and Indie Favorites
Hair care is booming at Walmart, with major category growth in both prestige and mass segments. Top finds include:
- Amika: Nourishing hair masks and styling products for salon-level care at home
- L’ange: Trendy curling wands and hair dryers with a social media following
- Babyliss Pro: Professional-grade irons and curlers, often found at salons
- Kativa: Chemical-free treatments for all hair types, highlighting a clean beauty ethos
- Maison 276: Specializing in care for silver and blonde hair, tailored for texture and health
- Nappy Styles: Barber-inspired solutions designed for textured and natural hair
From repairing masks to heat tools that rival high-end competitors, these brands are breaking down barriers to pro-quality haircare at grocery store prices.
Fragrance and Self-Care: Trend Growth at Walmart
Walmart’s fragrance aisle now includes both familiar designer labels and niche newcomers. Lattafa, a brand inspired by Arabian culture, joins classics like Marc Jacobs Daisy and unique indie scents. This expansion meets consumer demand for personal and home fragrance within a one-stop-shopping experience.
Fashion Goes Luxe: Stylish Finds Beyond Beauty
Walmart’s push for prestige isn’t limited to beauty. Savvy shoppers now find exclusive apparel collaborations, influencer-designed collections, and trending accessories at prices that wow. Recent fashion lines include:
- Scoop: On-trend, chic staples and seasonal capsules
- Sofia Vergara: Denim, dresses, and rounded wardrobe essentials
- Brandon Maxwell for Walmart: High-fashion details at a mass price point
These collaborations offer runway-inspired designs, often in inclusive sizing and at a fraction of what similar looks cost elsewhere.
Walmart Start: Accelerating Indie and Upstart Beauty Brands
Walmart’s beauty accelerator program, Walmart Start, is evidence of the retailer’s investment in the next generation of trendsetters. Each year, up-and-coming brands in hair care, fragrance, and more receive mentorship and shelf space to introduce their innovations to millions.
2024’s cohort includes Maison 276, Nappy Styles, Lattafa, and Kativa—categories ranging from gray hair care to gender-inclusive barbershop lines and international fragrances. Since 2022, more than ten brands have benefited from Walmart Start, bringing fresh energy and diversity to beauty aisles everywhere.
Expert Tips for Shopping Prestige Brands at Walmart
- Use the Walmart app to scan for deals, manage pickup, and browse exclusive online-only launches.
- Shop early—popular limited editions and collaborations often sell out quickly.
- Check the online premium beauty section, which may offer a broader assortment than your local store.
- Read reviews and look for the “premium” label for authentic prestige products.
- Explore Walmart Marketplace for harder-to-find shades, sets, or international brands via trusted third-party sellers.
Walmart’s Impact: Value Redefined in the Luxury Market
As beauty and fashion continue to evolve, Walmart’s bold approach levels the playing field for prestige products. No longer do luxury and exclusivity mean unattainable prices or limited distribution. Instead, consumers can confidently explore cult-favorite serums, salon tools, or runway-inspired fashion during everyday errands—and still expect top-tier quality.
Industry analysts note that Walmart’s expansion into premium categories has spurred competition and innovation across the beauty and fashion landscape. With double-digit growth in fragrance and hair care sectors leading the charge, shoppers can anticipate even more surprises on the shelves in the near future.
Frequently Asked Questions (FAQs)
Q: Does Walmart carry authentic prestige brands or are they closeouts?
A: Walmart partners directly with brands and official suppliers—especially through programs like BEAUTYSPACE NK and Walmart Start—ensuring authenticity and up-to-date assortments. Many fragrance, skincare, hair, and fashion launches are exclusive, curated, or even developed specifically for Walmart customers.
Q: Can I find the same prestige brands in Walmart stores as I do online?
A: Selection varies. Flagship or larger stores carry the widest assortment, while the full curated selection—including exclusive sets and new drops—is available at Walmart.com and through the app.
Q: Are prestige brands at Walmart more affordable than at department stores?
A: Prices are typically equal to or slightly below what you’d see at department stores or specialized chains, and Walmart often runs online or in-store promotions to make them even more accessible.
Q: Which trending beauty categories are growing fastest at Walmart?
A: Hair care and fragrance lead category growth, reflecting consumer desire for salon-quality results and unique signature scents. In addition, K-beauty, plant-based skincare, and professional-grade tools are notable expansion areas.
Q: What should shoppers look for to spot truly premium products at Walmart?
A: Look for collaboration banners like BEAUTYSPACE NK, the ‘premium brand’ or exclusive labels, and customer review badges. Shop via the Premium Beauty section for the most curated, authentic selections.
References
- https://www.retaildive.com/news/walmart-expands-premium-beauty-options/743176/
- https://corporate.walmart.com/news/2022/03/07/walmart-teams-up-with-space-nk-to-launch-prestige-beauty-featuring-top-beauty-brands
- https://www.cosmopolitan.com/style-beauty/beauty/a27628977/walmart-beauty-shopping-hacks/
- https://www.cosmopolitan.com/style-beauty/beauty/g62707402/prestige-fashion-and-beauty-brands-walmart/
- https://www.cosmoprof.com/en/media-room/news/the-global-beauty-industry-the-markets-to-monitor-in-the-next-future/
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