Walmart Canada expands beauty offering with additional inclusive beauty brands

Nov. 18, 2022

3 Min. Read

Beauty is an expression of self. And as one of the country’s largest retailers, it’s a priority for us to make sure that all of our customers see themselves reflected in our beauty assortment. As a beauty lover, and the Senior Category Manager for Cosmetics at Walmart Canada, I’m passionate about bringing in products that are unique and that our customers can also feel great about purchasing.

And, when our customers are shopping at Walmart, we want them to be able to choose from not only the legacy brands they know and love, but emerging brands with new offerings that they can’t get anywhere else.

That’s why we hosted our first ever Beauty Summit this year, inviting beauty brands big and small to meet with us virtually over a series of two days.

Our goal? Making it easier than ever for new, emerging and smaller beauty and skincare brands to see their products on our shelves at Walmart Canada. We looked for brands that not only have a unique product offering but are also inclusive at their core. We’re proud to be launching exciting new brands in-store and online this year, including some that are exclusive to Walmart and a number that are women, IBPOC and 2SLGBTQ+ owned and founded.

The 300+ new products we’re making available to our customers* through this initiative will help to create a more diverse assortment for our customers, including an expanded shade range in-store, while supporting businesses that are owned and/or led by historically marginalized groups. They join more than 3,000 products in our existing beauty assortment – one that has the products our customers are looking for, in the shades they need and at our every day low prices.

While these new products and brands will be rolling into stores well into next year, some are already available – just in time for the holiday season!

UOMA by Sharon C. is coming to Canada! Proudly Black-owned, this brand focuses on inclusive beauty beyond shade range, delivering quality to all humans. With 30 foundation shades available, the offering encompasses a variety of skintones and undertones at the price customers expect at Walmart. The colour cosmetics, complexion and skin care products are vegan, cruelty-free and eco-friendly. We’re thrilled to be the exclusive Canadian retailer for this brand.

Prideful creates products that are gender non-specific, catering to the individual with pride and purpose all year long. It will be launching in-store and online at Walmart Canada with a selection of bath and colour cosmetics. Prideful will be available exclusively at Walmart Canada.

Lottie London offers the latest in beauty innovation with products that are inclusive, affordable and cruelty-free. Founded by industry veteran Charlotte Knight, beauty buffs can expect trend-focused cosmetics, nail products and brushes from the line. Lottie London is another Walmart Canada exclusive brand!

Bubble is a tea-based bath and beauty brand inspired by the bubble tea phenomenon. This women-owned cruelty-free brand launched in 2014 and is exclusively available at Walmart Canada in 2022.

[re]fresh Skin Therapy is a vegan, gluten-free, cruelty-free brand of skin care products created by Joanna Shu and made in the USA. Founded in 2013, [re]fresh Skin Therapy focuses on creating products that work on even the most sensitive skin types with natural and environmentally friendly ingredients.

Apothecary by Dr. Botanicals brings vegan skin care with formulations that harness nature’s goodness, energy and vitamins to Walmart. This ethically-made line does not test on animals and focuses on creating problem-solving natural products for everyone, based in science and research. Apothecary by Dr. Botanicals is proudly LGBT and minority-owned and celebrates diversity and inclusion.

Our team is passionate about creating a beauty shopping experience that introduces our customers to innovative solutions for skincare, trend-focused colour cosmetics and a shade range that is inclusive of everyone.

There’s lots more to come – and we can’t wait to show you what’s next.

*In-store and online assortment may vary.