Walmart is breaking its no-frills service model by staffing beauty aisles with trained specialists who can suggest foundation shades and know about trending moisturizers. The roles were filled at 22 stores in Arkansas and Texas, and Walmart expects to have them in more than 400 of its 4,600 U.S. stores by year-end. The addition of beauty experts comes as retailers compete for a larger share of the $129 billion U.S. beauty market. Walmart has added premium brands like La Roche Posay, Nude by Nature, and FHI Heat. The beauty refresh is part of a broader initiative to upgrade merchandise and attract higher-income shoppers. Target also plans to expand its upscale beauty products and deploy staff with enhanced expertise in 600 stores. Walmart's beauty advisers undergo a day of training and receive ongoing instruction. They do not apply products or do makeovers.
Source: https://www.inquirer.com/business/walmart-beauty-advisers-target-ulta-sephora-20260509.html
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