Revolution Beauty launches at Walmart in US

By

Sandra Halliday

Published
Feb 14, 2023

Revolution Beauty continues to expand its business with key customers, despite its recent problems, and has just taken a big step in a deal with US giant Walmart.

Its products are now available via one of the world’s biggest retail names, which becomes the fourth major retailer to add the brand’s growing cosmetic assortment within the past three years. This marks a significant increase in the brand’s accessibility and availability within the key US market.

The UK-based affordable beauty company said it’s “one of the world’s biggest players in the fast beauty space” via its eight brands: Makeup Revolution, I Heart Revolution, Revolution PRO, Revolution Skincare, Revolution Haircare, XX Revolution and, exclusive to Walmart in the US and Superdrug in the UK, Relove by Revolution.

So what’s the Walmart deal all about? The company is now available in over 2,500 Walmart locations throughout America with products priced at $5 and under. The Relove by Revolution assortment includes a variety of offerings, from a full eyebrow and foundation collection to “trend-driven innovations, such as Freckle Pens, Brushes, and Water Activated Liners". It’s also carrying items such as the Reloaded Eyeshadow Palettes, Loose Baking Powders, and Blur Sticks.

It’s good news for the company that sees the US as a key market. Earlier this year it named a new President of its US operations, promoting Sara Staniford to the role.

She’s worked for big-name brands including L’Oréal, NYX Cosmetics and Bobbi Brown, and was previously Revolution’s Group Retail Director London where she launched five new categories within the Revolution Beauty product portfolio. Her new task is to expand on these initiatives in the US.

The US initiatives show the company continuing to move on from the independent investigation into its accounts that found several issues and led to chief executive Adam Minto stepping down late last year.