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

Walmart’s Vision of Beauty for Everyone

With its vast store network and broad customer reach, Walmart’s vice president of beauty Vinima Shekhar told The State of Fashion: Beauty Volume 2 that the mega retailer is leaning on logistics and a more premium assortment to reclaim its US beauty market share.

Walmart Lead — Vice president of beauty Vinima Shekhar explains how Walmart is working to reclaim its US beauty market share. (Walmart)

Brennan Kilbane

29 July 2025

BoF PROFESSIONAL

When asked to imagine a premium beauty retail destination, one does not immediately think of Walmart, the US-based chain of superstores that operates over 10,000 locations worldwide. Vinima Shekhar, the company’s recently appointed vice president of beauty, asks: ‘Why not?’ Walmart’s recent efforts to stay ahead of the competition have resulted in newer initiatives like Walmart Marketplace (an “endless aisle” online) and three-hour delivery.

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About the author

Brennan Kilbane

Brennan Kilbane is News and Features Editor at The Business of Beauty. He is based in London, and supports BoF’s coverage of the multifaceted cosmetics industry, from fine fragrance to wellness trends.

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