Walmart launches in-house skincare line, Earth to Skin

Walmart has entered the beauty world with the launch of its own in-house line of beauty products earlier this month. 

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Dubbed Earth to Skin, the skincare line includes four separate collections, each focused on a different popular skincare ingredient: ‘super fruits,’ ‘super greens,’ honey and tea. Products include toners, serums, gels, masks and creams. In line with Walmart’s penchant for affordable prices, all items from the beauty line are priced at $10 or less, and the retailer also offers ‘starter sets’ of collections for $9.98, allowing customers to try sample-size versions of products. 

As a boost to the line’s natural image, Walmart’s skincare products are made without parabens, phthalates, petrolatum, mineral oil, sulfates or gluten, and are not tested on animals, the Arkansas-based retail giant said. 

The Earth to Skin line is available in the beauty department of brick-and-mortar Walmart stores, as well as on the retailer’s e-commerce platform. 

The move makes Walmart the latest retailer to cash in on the ever-growing beauty and skincare market, mirroring fellow brands like The Inkey List and Amazon skincare line Belei and in prioritizing simple, natural ingredients and affordable pricing. 

According to a 2019 NDP report, skincare sales were $5.6 billion for 2018, and natural brands remain a top contributor, accounting for $1.6 billion or more than one-quarter of annual sales, up 23 percent versus 2017. This year, Grand View Research released its own report projecting that the global skin care products market size will reach USD 183.03 billion by 2025.

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