Walmart Seeks Beauty Brands Through New Accelerator Program

Walmart is on the search for five new beauty brands and is launching a new accelerator program to get them started at the retailer. Learn how you could be one of them.
Jamie Grill-Goodman
Editor in Chief
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Walmart is on the search for five new beauty brands and is launching a new accelerator program get them started at the retailer.

The program, Walmart Start, is designed to help up-and-coming beauty brands succeed and scale at mass. Five brands will be chosen to receive access to various resources, including executional and operational individualized support, specific to launching successfully at Walmart. The program will feature a virtual classroom series to gear up for launch, where suppliers will learn useful tips in areas ranging from shipping to invoicing.

Walmart Start will prepare brands to execute a 1,000-plus store and online launch at Walmart in the next year (potentially between December 2022 and March 2023), so brands applying must be ready to launch at mass retail scale—meaning current manufacturing, supply chain, and financial capabilities can support a potential launch in 1,000-3,500 stores.

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Brands should have a high potential for growth and be in the following categories: hair, skin, cosmetics, nails, fragrance, and beauty accessory. The retailer is also looking for “unique, innovative brands that are ready to take it to the next level” and get customers “excited with innovative brand, value, and product propositions.” Additionally, beauty brands applying must meet all Walmart supplier requirements and brands with current or prior in-store modular placement at Walmart will not be considered.

Submit a Beauty Brand

Applications can be submitted here through RangeMe from February 18, 2022 through March 7, 2022.

Finalist brands being considered for Walmart Start will be invited to participate in virtual meetings with Walmart beauty merchants in March 2022 to share why their brand is a standout. The final brands selected will be announced in May 2022. Once winning brands are selected to participate in Walmart Start, Walmart’s virtual classroom series will begin in April 2022. A brand management consultant will be accessible up until the brand’s intended launch date or March 2023, whichever comes first. This program will continue throughout 2022, as brands work through onboarding milestones.