Walmart Creates Own Clean Beauty Brands

Walmart is looking to grab more share of the growing clean beauty market with two recent private label launches: a low-cost skincare brand dubbed Earth to Skin and wellness brand Glow Habit.Earth to Skin earns a dedicated endcap display outfitted with a header promoting three price points (all under $10) while touting the brand's “real ingredients” and presenting it as free of parabens, phthalates, petrolatum, mineral oil, sulfates, gluten and animal testing.The nearly 30 products span items including toners, face cleaners, day creams, serums, eye creams and night creams. They are grouped on the display shelves by main ingredient — tea, honey, super fruits or super greens — each with a shelf blocker providing details on the flagship ingredient’s unique benefits. The busy display also touts the products’ “only at Walmart” status.On walmart.com, a brand showcase presents the brand as “new & exclusive” and plugs $10 starter sets that contain mini versions of the products. A beauty category carousel ad supported at launch. The brand also commands a dedicated website (earthtoskinbeauty.com) as well as Instagram and Facebook accounts. Sponsored blog posts supported.Glow Habit launched with a collection of vegan gummy supplements for hair, skin, sleep and digestion starting at $9 for a month’s supply. The products boast trendy ingredients such as hyaluronic acid, biotic and vitamins C and E, and are free of artificial flavors, artificial sweeteners, gluten, soy or synthetic colors. The products are available in select Walmart locations, merchandised on an endcap display alongside other beauty ingestibles, and on walmart.com. Dedicated website glowhabit.com as well as social media accounts on Facebook, Instagram and Pinterest support.The launch isn't Walmart's first foray into beauty ingestibles. This spring, the retailer added an exclusive collection of Evolution_18 beauty-boosting powders, shots and capsules from makeup artist and beauty-industry icon Bobbi Brown.Earlier this year, rival Amazon also launched a line of clean-beauty skincare products dubbed Belei while Whole Foods Market for the first time added a "Better Beauty Swap" to its annual "Beauty Week" proceedings.

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