As the world's largest retailer looks to modernize its beauty offer, a crop of indie brands are entering its doors.
Sharon Chuter is no stranger to forward thinking, having founded Uoma Beauty and the Pull Up for Change campaign. Her next frontier? Accessibility, which she’s aiming to address with a mass-market sister line to her first beauty brand. “My brand is currently hailed as inclusive, but anyone who knows me knows I’m gonna call even my own bulls–t,” Chuter said. “No beauty brand comes in every color, every lifestyle or any budget….
When Shai Eisenman founded Bubble as a d-to-c skin care brand that catered to teenage and Gen Z skin concerns, her first move was to turn to her consumer. “We’ve worked with over 6,000 teens to create Bubble,” Eisenman said.To that end, as part of the brand’s robust data collection among cohorts of young consumers, she discovered 82 percent of teenagers prefer to purchase products in store, and 41 percent of them go to Walmart at least several times monthly.
When Monday Haircare launched in its native New Zealand, it was given the nickname “liquid gold” for its precious appeal and scarcity driven by constant sell-outs. The brand, which came Stateside at the beginning of 2021, has scaled up its business to enter the world’s largest retailer to keep up with the craze.
Consumers are responding well, and industry sources expect the brand to hit $100 million at retail by year’s end. The brand, which entered Walmart last month, has centered its nine products on solutions for younger consumers, as opposed to the single-ingredient supplements of the past. Luna Magic might have only launched two years ago, but after an appearance on “Shark Tank” and receiving the Glossier grant for Black-owned businesses, cofounders and sisters Mabel and Shaira Frías have proven the brand’s staying power.
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