Walmart Adds In-Store Beauty Experts
Analysis based on 6 articles · First reported Apr 29, 2026 · Last updated Apr 30, 2026
Walmart's new strategy of adding in-store beauty experts is expected to boost its market share in the competitive beauty and personal care market, potentially increasing sales and attracting higher-income shoppers. This move could also pressure rivals like Oracle Corporation to further enhance their in-store customer service, impacting their operational costs and competitive strategies.
Walmart is enhancing its in-store customer service by introducing 'beauty experts' in over 400 of its U.S. stores by year-end. These trained specialists will offer personalized makeup and skin care advice, aiming to attract higher-income shoppers and compete more effectively in the $129 billion U.S. beauty and personal care market. This initiative is part of a broader effort by Walmart to upgrade its merchandise and ambience, including remodeling 650 locations and moving beauty departments to the front of stores. The move highlights a trend among retailers, including Oracle Corporation, CVS Health, and Walgreens Boots Alliance, to rely on human interaction to differentiate from online shopping. Walmart has also expanded its premium beauty brand offerings, such as L Oréal — La Roche-Posay and Nude by Nature. This strategy is expected to create new job roles, with beauty experts earning higher hourly wages than other retail jobs.
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