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With the launch of Walmart Start, the retail giant follows in the footsteps of other major retailers and beauty retailers in seeking emerging beauty brands. “Each founder was motivated to start their brand and business to fill a gap in the market, either in innovations or price accessibility, which aligns with the Walmart Beauty strategy and resonates with the Walmart customer.” “Walmart Start focuses on finding the next big names in beauty,” the company said.
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The retailer also said on its site that it seeks hair, skin, cosmetics, nails, fragrance and beauty accessory brands for the program, but it would only accept brands that are not currently or haven’t previously been featured in stores.
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As part of the accelerator program, participating companies receive one-on-one sessions with a brand management consultant, a series of virtual classes, an expert speaker series, support from Walmart Connect, inclusion in Walmart’s marketing campaigns and one-on-one sessions with a merchant mentor, according to Walmart’s website. On its website, the retailer said it wanted brands with high growth potential, the ability to scale across 1,000 or more stores and the ability to captivate customers with their brand or product. At that time, the retailer said it wanted brands within its first cohort to launch online and in-store between December 2022 and March 2023. In February, Walmart announced the Walmart Start accelerator program and sought applications from brands looking to participate between mid-February and early March.