Walmart has become the exclusive retailer for several direct-to-consumer cosmetics brands with huge social media followings.
A dedicated endcap display spotted at select Walmart stores merchandises beauty products from:
KAB Cosmetics, a brand co-founded by Kim Zolciak-Biermann, Ariana Biermann and Brielle Biermann of Bravo TV’s The Real Housewives of Atlanta and Don’t Be Tardy,
Joyce Bonelli Cosmetics, celebrity makeup artist Joyce Bonelli's cosmetics brand,
Bedoya Beauty from Isabel Bedoya, an influencer with 3.2 million Instagram followers, and
Baddie B Lashes, a brand of faux eyelashes made from mink fur that have been worn by celebrities Cardi B and Becky B.
The brands also get the spotlight on walmart.com through a “Loved by Influencers” e-commerce hub.
Elsewhere online, the SKUs have been heavily promoted with social media activity from the brands and associated influencers. Zolciak-Biermann announced select KAB Cosmetics items were available exclusively at the mass merchant with an April 28 post on her Instagram account, which has 3.1 million followers. A July 19 post on the brand’s official Instagram account also plugged brand's availability at the retailer.
The Bedoya Beauty Instagram account plugged the brand’s DTC launch on April 9 with an Instagram update noting the line would be dropping at Walmart the following week. Joyce Bonelli posted a video of herself shopping her own products at Walmart to Instagram on July 20. Baddie B previewed the Walmart launch with an April 27 Facebook and Instagram update. The brand also hosts a store locator on a page within baddieblashes.com that links to Walmart’s Baddie B brand showcase.
Walmart has been aggressively pursuing exclusive partnerships with DTC cosmetics and personal care brands in a bid to appeal to younger shoppers. Other recent launches include gender-neutral skincare brand Bubble and inclusive beauty brand Uoma by Sharon C.