Walmart will roll out essence Makeup products to over 500 locations nationwide this January. The move broadens the retailer's in-store beauty offerings.
This follows the cruelty-free cosmetics brand's successful online debut on Walmart.com in 2025. The brand's Lash Princess False Lash Effect Mascara became a top-selling item online.
The in-store launch features popular products and a new, Walmart-exclusive lip liner. The expansion marks a key step in essence's U.S. growth. Walmart employs this strategy to attract more shoppers by moving popular online brands to physical shelves.