BENTONVILLE, Ark. 鈥� Walmart is expanding a new in-store 鈥淏eauty Expert鈥� associate role as part of a broader effort to enhance customer engagement and strengthen category expertise in its stores, the company said in a recent corporate blog post.
The role, which is currently being piloted in 22 stores across Texas and Arkansas, is expected to roll out to more than 400 locations nationwide by the end of the year. The expansion will coincide with store remodels tied to Walmart鈥檚 鈥淏eauty 2.0鈥� redesign initiative, which aims to create a more elevated and service-oriented shopping environment.
The Beauty Expert position is designed to provide customers with more personalized guidance in categories such as skincare, cosmetics and seasonal beauty needs. Associates in the role receive specialized training and are tasked with delivering a more consultative, service-driven experience in stores.
According to the company, the pilot program has already generated strong customer engagement, helping to inform the decision to scale the role more broadly. The initiative also reflects Walmart鈥檚 continued investment in blending digital and physical retail experiences through enhanced in-store expertise.
Beauty Experts are compensated between $14 and $35 per hour, depending on location, and are eligible for benefits including medical coverage and a year-round employee discount. Participants in the program also receive product sampling through Walmart Beauty Boxes, which is intended to deepen product knowledge and improve credibility in customer interactions.
In a corporate blog post, Walmart highlighted the experience of Anabel Perez, a Beauty Expert in Mesquite, Texas, who described assisting a customer searching for under-eye cream. Rather than simply directing the shopper to a product, Perez engaged in a more personalized interaction, guiding the customer through options and offering tailored recommendations.
鈥淚 felt as if I helped her get a moment of rest she didn't know she needed, without her having to think,鈥� Perez said. 鈥淪ometimes beauty isn't about coverage. It's about care.鈥�
The company said such interactions are central to the purpose of the role, which is intended to transform routine shopping trips into more meaningful and supportive experiences.
Training for the position takes place at Walmart Academy facilities and includes coursework in product knowledge, customer engagement and category-specific skills. Associates are trained on topics ranging from skincare science to techniques for assessing customer needs, as well as navigating large assortments that can exceed 7,000 items in a typical beauty department.
Ongoing education is also part of the program, with monthly and quarterly training updates focused on trends, seasonal demand and product innovation.
Beyond the beauty aisle, the company said Beauty Experts may also support store-wide initiatives such as events or assist customers with online orders, reinforcing Walmart鈥檚 omnichannel strategy. The role is also positioned as a potential pathway to leadership and merchandising opportunities within the organization.
From a strategic standpoint, the initiative underscores Walmart鈥檚 focus on investing in specialized talent to differentiate the in-store experience, particularly in discretionary and higher-engagement categories like beauty. As consumer expectations continue to evolve, retailers are increasingly emphasizing service, expertise and personalization as competitive levers.
Walmart said the Beauty Expert program represents an effort to combine those elements with its value positioning, aiming to deliver a more premium-feeling experience at accessible price points while also creating new career pathways for store associates.
