Wal-Mart launches natural beauty line

By

Emily Jensen

Published
Aug 28, 2017

Wal-Mart will get in on the natural beauty sector with the launch of the new line Found, which includes both skincare and makeup products. The new brand is available today at Wal-Mart stores and online.

With big beauty retailers such as Target and Sephora putting an increasing emphasis on natural beauty brands, Wal-Mart is bringing a line of 133 natural beauty products to its shelves. The new brand Found will include five different categories of skin-care products created for different skin types and concerns, and makeup products for face, eyes and lips.
 
In keeping with Wal-Mart prices, items in the Found line will range start at as little as $2, with illuminating face drops retailing for $8.88 and an 12-color eye shadow palette for $14.88. Each product will also indicate what percentage of the formulation comes from natural ingredients, with the Clarifying Kaolin Clay Face Mask coming in at 97 percent natural.

The addition of its own natural beauty line allows Wal-Mart to compete with the likes of Sephora and Target, who have devoted more shelf-space to natural beauty brands. Burt’s Bees will launch its own full line of natural makeup in September of this year.
 
Wal-Mart has also recently positioned itself to compete with Amazon with its new partnership with Google to develop voice-activated shopping.