Walmart breaks its no-frills mold with in-store beauty experts and personalized advice
Walmart is introducing in-store beauty experts to offer personalized advice, marking a shift from its traditional no-frills approach as it competes for a share of the $129 billion U.S. beauty market. The initiative, part of a broader store remodeling effort, includes enhanced beauty sections with trending products and premium brand offerings. This move reflects a wider retail trend of using in-person service to differentiate from online shopping.
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ABC NewsLiveVideoShowsGood Morning AmericaShopGMAInterest Successfully AddedWe'll notify you here with news aboutTurn on desktop notifications for breaking stories about interest? OffOnStream onWalmart breaks its no-frills mold with in-store beauty experts and personalized adviceWalmart customers may find something new the next time they’re looking for makeup and skin care products: in-store advisers offering personalized tips and recommendationsByANNE D'INNOCENZIO AP retail writerApril 29, 2026, 8:30 PM1:24Priyanka 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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