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Agenda-setting intelligence, analysis and advice for the global fashion community.

Can Walmart Become a Major Beauty Player?

Walmart is going up against Target, Ulta and others in its efforts to become a destination where people can find some of the newest and coolest names in beauty.
Walmart is inking deals with DTC beauty brands in an effort to appeal to Gen-Z. Shutterstock
Walmart is inking deals with DTC beauty brands in an effort to appeal to Gen-Z. Shutterstock

Hillary Hardy, a medical assistant for a women’s health clinic in American Fork, Utah, never imagined she would buy lube and a vibrator from Walmart.

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