Walmart launches accelerator program

Walmart will select five emerging beauty brands to pilot Walmart Start.

The selected beauty brands will receive financial and operational support from Walmart; the retailer is accepting applications through March 7. The accelerator beauty brands will be announced in May and select brands are anticipated to launch at Walmart, in-store and online, between late 2022 and early 2023. It's not guaranteed that every accelerator brand will get featured at Walmart

Walmart wants to be associated with the buzz that emerging, disruptive brands tend to receive. This accelerator program isn't designed for the DTC beauty and personal care brands that already have a strong following and community, but rather the beauty brands that are still early to market and need additional investment and support. Mass merchandisers, whether it's Target, Walmart or Amazon, want to be associated with the rise of these brands, especially at a time when social media can quickly turn any brand into a viral sensation.

The discovery of new beauty products is a pleasure-driven experience and we can expect larger retailers to prioritize bringing that element of discovery to their customers, whether it's through accelerator programs or pop-up experiences.