Walmart building out a new category that will delight shoppers

The retail superstore has been steadily adding to the growing area.

Mar 30, 2025 - 12:45

If you've taken a trip to your favorite big-box store recently, you've probably noticed a few changes.

Your local Walmart or Target, for instance, probably looks a lot different than it did a few years ago.

For example, these giant stores might offer a lot more priority parking for customers who prefer to drive up and collect their prepaid items from their cars or at the front of the store.

They are guaranteed sales, after all, since most drive-up customers have already paid for their goods before they arrive on site.

Once you're inside these stores, you probably noticed an uptick in security. A rise in retail theft has forced many retailers to beef up their security measures. Those appear as more security devices on things like clothing and electronics.

Or it could mean more advanced measures, like security guards roaming throughout the stores to make sure everything stays on the up and up.

Retailers making positive changes, too

Not all these changes are negative.

Plenty of retailers are listening to consumer preferences, offering more convenience and inventory options.

One such retailer is Walmart (WMT) , which has been making plenty of changes in recent years.

In 2020, for example, it launched Walmart+, its subscription answer to Amazon Prime.

Walmart has at least one store location within five miles of 90% of the U.S. population, so many stores doubled as online order-fulfillment centers, which helped to keep delivery time shorter.

Walmart makes big bet on luxury beauty

And now Walmart is adding another opportunity that will delight customers.

America's largest retailer is adding several top-name luxury beauty brands to its stores, including:

La Roche-Posay skincare
Buxom lip and cosmetics
Tizo skincare
FHI Heat hot hair tools and accessories

Walmart is betting that adding pricier and higher-quality beauty brands will boost customer satisfaction — and its bottom line.

“Customers have been loving the addition of premium beauty to Walmart since we first launched our initial assortment a few years ago," Vinima Shekhar, vice president of beauty merchandising for Walmart U.S., said in a statement.

"We’ve worked to identify brands that our customers are looking for across the category," she said, adding that through Walmart’s Marketplace "we’re able to introduce new and exciting brands, including Cosrx, T3 and Beachwaver.

"Since the launch last summer, premium brands such as L'ange & Victoria's Secret have seen double-digit growth post-launch, with T3 hitting triple-digit growth.”