Heritage brands are leading Walmart's online beauty business, with all top 10 products sold via Walmart.com in the last 30 days coming from legacy players, according to data from Market Defense. This trend signals opportunities for mass and masstige brands targeting Walmart's engaged consumer base, while prestige brands may find a less competitive entry point compared to Amazon.
Top performers
Olay's Regenerist Micro-Sculpting Cream topped the list with an estimated $411,000 in sales, followed by Neutrogena's Hydro Boost Water Gel at $328,000 and La Roche-Posay's Toleriane Double Repair Face Moisturizer at $229,345. La Roche-Posay, which entered Walmart only this spring, has quickly cracked the top 10, highlighting the retailer's growing acceptance of premium mass brands.
Category dominance
Facial skin care dominates Walmart's online beauty sales, with Neutrogena and Cetaphil also securing top spots for their Hydro Boost Water Gel cream and Daily Facial Cleanser, respectively. Mascara products from Maybelline and L'Oréal Paris round out the list, indicating strong demand for both skincare and color cosmetics.
Amazon vs. Walmart dynamics
Market Defense data shows limited crossover between Walmart's top performers and Amazon's, with Amazon increasingly trending toward prestige brands. "Amazon's beauty assortment has transformed in less than a decade from mostly mass and a few prestige brands, to a destination for shopping prestige brands," said Vanessa Kuykendall, chief engagement officer at Market Defense.
What buyers should watch
Walmart's growing premium beauty program presents an opportunity for mass and masstige brands to compete without the heavy advertising spend required on Amazon. Prestige brands may also find Walmart a less crowded space to enter, as the retailer continues to expand its beauty assortment. Distributors and clinic buyers should monitor Walmart's evolving beauty strategy for potential channel expansion.
Source: Read the original report | Published: June 16, 2026