Walmart launches platform with beauty products under $10

The site features over 900 products, about 80 percent in the most affordable price segment.

Walmart launched a new platform to sell beauty products, most of which cost less than $10. The site features over 900 products, about 80 percent in the most affordable price segment.

The Clean Beauty at Walmart platform offers products free of acetone, aluminum and aluminum salts, lead, talc, vitamins A and D3, phthalates, parabens and other harmful substances. The offer will be continually expanded.

According to Walmart’s vice president of beauty, Creighton Keiper, the retailer is guided by consultations with state and federal regulations, suppliers, the Environmental Defense Fund and other organizations to ensure a range of clean beauty products.

The new platform is expected to attract conscientious shoppers. Over time, the definition of “clean” beauty products will change. With the launch of Clean Beauty at Walmart, the retailer aims to follow a “regenerative company” strategy that positively impacts the world.

“Our customers want to buy products that reflect their values, and for many customers, this means providing greater transparency of product formulations and products made without certain ingredients,” the company commented.