Walmart Inc., the world largest company and retail company by revenue and the world's largest private employer, has launched a very inexpensive private-label skin care line whose products are free of toxic preservatives and volatile organic compounds (VOCs) harmful to human skin.
Walmart's natural skincare line named Earth to Skin includes cleansers, toners, creams, and serums. Earth to Skin has four collections, and these are superfruits, super greens, tea time and bee-infused products.
The Earth to Skin was "designed to layer weightlessly" and be "a luxurious experience for under $10."
The products, which each cost less than $10, are now available online at Walmart.com and at all Walmart stores. They're aimed at consumers looking for cheaper solutions to their beauty needs. Earth to Skin is rooted in clean beauty formulas.
Walmart said all Earth to Skin products are free of parabens (a preservative), phthalates (a VOC), petrolatum (or petroleum jelly), mineral oil, sulfates (derived from sulfuric acid) and gluten. None of Earth to Skin products were validated by animal testing.
"Uncompromising means you never have to choose between high performance and healthy," said Walmart in a statement. Walmart said the Earth to Skin products buzzed-about natural ingredients, and are "bursting with the vitamins and antioxidants your skin needs to radiate with a healthy glow."
Earth to Skin is also offered as a starter kit, retailing for $9.98. Included in the kit are four sample-size Earth to Skin products.
Analysts said Walmart's continuing push into beauty products is a strategic move. Beauty products are selling very well among retailers. Department stores and drugstores are revamping their beauty sections to meet the growing and varied consumer demands. In addition, Walmart has to contend with direct-to-consumer brands that are changing the way companies do business.
Walmart seems to be positioning Earth to Skin against Amazon.com's Belei skincare line consisting of moisturizers, serums, cleansers and other personal care products for a customer's skin care needs. Belei is somewhat more expensive than Earth to Skin. Its products are priced from $9 to $40.
Walmart, however, also has to contend with Target, which now offers a limited number of skincare products through its Smartly brand. Target Takeoff, Target's beauty accelerator program, is in its third year. Target is using the program to entice startups into its stores.
