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Walmart launches online hub for clean beauty

The retailer debuted a Made Without List to identify ingredients that customers may not want to be included in beauty products.

clean beauty products

(Photo via Walmart)

A new online shop at Walmart is helping customers find products that leave out the ingredients that don't live up to environmental standards, or their values.

The news:Clean Beauty at Walmart launched this week to help customers find products that are transparent about the ingredients included, and ultimately are made without chemicals that are harmful to the planet.

What’s in the shop? The online shop has more than 900 products, and Walmart said 80% are under $10. In an announcement, Walmart spotlighted products such as e.l.f. Mascara, Kinlo sunscreen, earth Shampoo and Cetaphil face wash.

How it works: To inform product selection for the Clean Beauty platform, Walmart developed a Made Without List to identify the ingredients that customers don’t want, and align with clean beauty standards. It contains over 1,200 ingredients, such as formaldehyde and PFAS. To develop the list, Walmart reviewed state and federal regulations, consulted suppliers and worked with the Environmental Defense Fund.

The clean beauty products are also “reimagining entire products,” Walmart said. This includes exploring sustainable packaging alternatives, evaluating carbon emissions associated with production and adopting cruelty-free and ethical standards.

Key quote from Walmart SVP of Sustainability Jane Ewing: “Our customers want to buy products that reflect their values, and for many customers, that means providing greater transparency into product formulations and products made without certain ingredients.”

Trending: Clean beauty doesn’t only align with values and sustainability; it is also popular. The #cleanbeauty category has over 5.8 million posts on Instagram and 1.3 billion views on TikTok, signaling popularity among Gen Z and millennials. Walmart cited data from Statista that indicated more than 70% of consumers want to buy products that align with their values.

Putting the face on: With the clean beauty shop, Walmart is providing a home for the popular category so it is easy to find on the company’s growing marketplace. The destination could also help attract younger, internet-savvy consumers at a time when the retailer is seeing increased visits from people who are giving Walmart a closer look than usual as they seek to save money amid inflation.
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