Walmart Beauty Counter

Priyanka Patil, right, fashion team lead at Walmart, helps Linda Flippin, of Colleyville, Texas, find a makeup item on the shelves near the store's beauty counter, Wednesday, April 29, 2026, in Grapevine, Texas.

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Walmart breaks its no-frills mold with in-store beauty experts and personalized advice

Walmart breaks its no-frills mold with in-store beauty experts and personalized advice

Walmart customers may find something new the next time they’re looking for makeup and skin care products: in-store advisers offering personalized tips and recommendations. The massive retail chain is breaking out of its no-frills service model by staffing its beauty aisles with trained specialists who will suggest foundation shades to match a shopper’s skin tone or knows about a moisturizer trending on TikTok. Walmart expects to have the roles filled in more than 400 of the U.S. 4,600 stores it operates by year-end. The addition of “beauty experts” comes as Walmart, Target, specialty chains like Sephora and department stores are vying for a bigger slice of the $129 billion U.S. beauty and personal care market.