Walmart Start: Beauty Brand Accelerator Programs [Update]

Walmart has introduced an exciting beauty brand accelerator program called Walmart Start, designed to support emerging brands in the beauty industry. This initiative aims to help up-and-coming beauty brands succeed and scale at mass by providing them with a chance to launch their products at Walmart, both in-store and online.

The Walmart Start program is set to select at least five unique brands, offering them individualized operational and executional support tailored to ensure a successful launch at Walmart. The selected brands will receive mentorship from Walmart merchants, access to industry professionals and brand founders through an exclusive monthly speaker series, and admission to the Walmart Connect Acceleration Academy, which includes Walmart Connect credits.

In addition to mentorship and networking opportunities, the program also offers education through a virtual classroom series. Suppliers will learn useful tips in various areas, such as shipping, invoicing, and preparing for a potential launch at Walmart. Selected accelerator brands will also get to choose a brand management consultant and receive operational individualized support on navigating Walmart tools, processes, requirements, reporting, and more.

Walmart Start is looking for unique, innovative brands that have high potential for growth and are ready to launch at mass retail scale. Eligible brands must have manufacturing, supply chain, and financial capabilities that can support a potential launch in 1,000 stores. Brands with current or prior in-store modular placement at Walmart will not be considered for the program.

The selected brands are expected to launch in Walmart between December 2023 and March 2024, with the program beginning in August 2023. The Walmart Start program aims to discover the next generation of beauty brands and set them up for success, ultimately providing customers with innovative and exciting new beauty products.

Applications are now open, apply here.