With brands like Dyson, Walmart is giving its beauty assortment the luxury treatment

6 months ago 40

Walmart is heavily investing in elevating its beauty assortment.

Walmart’s ramped-up efforts around luxury beauty are, in part, a response to its growing demographic of high-income consumers. “We’re seeing higher engagement across income cohorts, with upper-income households continuing to account for the majority of the share gains,” John David Rainey, Walmart’s CFO, said in May during the company’s latest earnings call for its fiscal first quarter of 2025. During the quarter, the company’s U.S. comp sales increased 3.8%, and its total revenue increased 6% to $161.5 billion.

Walmart’s beauty play is also part of its larger consumer acquisition strategy and plans to compete with Amazon — Morgan Stanley analysts predict Amazon will overtake Walmart as the biggest U.S. beauty retailer by 2025. Amazon’s luxury brand portfolio includes Augustinus Bader, Sunday Riley, Tata Harper and SkinMedica.

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