Walmart launches beauty accelerator, Walmart Start
What: Walmart will launch a beauty accelerator program dubbed Walmart Start to discover up-and-coming beauty brands.
Why it is important: Beauty accelerators have become a popular way for retailers to broaden their assortment and keep a pulse on innovation in the segment.
Walmart will choose five beauty brands to receive various resources and operational support to help prepare them for a potential product launch in store and online.
The beauty brands (which will be announced in May) are expected to launch in Walmart’s stores and online at some point between December 2022 and March 2023.
Other players that have their own brand accelerators include Sephora, Target, and Ulta.
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