A first-of-its-kind pilot program turns passion into profession, proving that true luxury is personal—and accessible to everyone.

In the bustling Beauty department of the Mesquite, Texas, Walmart, the noise of shopping carts and overhead announcements fades away. Here, Associate Anabel Perez operates less like a sales clerk and more like a therapist, a coach, and a confidante.

Recently, a new mom navigating the aisles with a stroller caught Anabel’s eye. The customer was searching for an under-eye cream, but her expression told a deeper story.

“She was clearly overwhelmed and tired,” Anabel recalls.

Instead of simply pointing to a shelf, Anabel paused. She listened. She guided the mom through ingredients and options, treating the interaction not as a transaction, but as a moment of human connection.

“I felt as if I helped her get a moment of rest she didn’t know she needed, without her having to think,” Anabel says. “Sometimes beauty isn’t about coverage. It’s about care.”

A New Palette of Possibility

That small, quiet moment is the cornerstone of a major new investment in Walmart’s future. Across the company, retail is evolving—and Walmart is leading the charge by prioritizing people over products.

In 22 pilot stores across Texas and Arkansas, a pioneering group of associates are stepping into a brand-new role: Walmart Beauty Experts. This pilot program is turning a lifelong passion for lipstick, skincare, and self-expression into a fulfilling, long-term profession.

As customers increasingly demand a premium experience without the premium price tag, these Experts are bridging the gap. They ensure that service feels just as elevated as Walmart’s newly designed, modern beauty spaces and growing assortment of high-quality brands.

The Science of Skincare, The Art of Empathy

Becoming a Beauty Expert isn’t just about liking makeup. It requires rigor. Candidates step into one of Walmart’s 200 Academy training facilities for an immersive curriculum that blends hard science with soft skills.

Through specialized courses like Makeup 101 and Customer Engagement 101, these associates go far beyond generic product overviews. They learn:

• The dermatological science behind active ingredients in skincare routines.

• The psychology of asking the right questions to uncover what a customer truly needs.

• The technical skills to match a customer with their perfect foundation shade from over 7,000 unique products.

And the education never stops. Beauty Experts receive ongoing monthly and quarterly training on seasonal trends, emerging brands, and top-ticking items, ensuring they remain the smartest resource in the aisle.

Leading Beyond the Aisle

This deep expertise transforms the associate—and the store. Beauty Experts are becoming leaders whose impact ripples throughout the entire location. They host store-wide beauty events, troubleshoot complicated online orders to ensure perfect picks, and mentor other associates on the art of the consultation.

It’s about ownership. It’s about taking the promise of “Save Money. Live Better.” and adding a third pillar: Feel Beautiful.

The Bottom Line: Care as a Currency

So, what does this new role truly come down to?

It’s the joy of the craft. It’s the fun of watching a teenager find her first “power lipstick” or helping a retiree discover a new signature scent. It’s the pride of turning a paycheck into a purpose.

“We want every customer who walks through those doors to feel seen,” says Anabel. “When you give someone a moment of care, you aren’t just selling them a product. You are handing them back a little piece of their confidence.”

In Mesquite, Texas—and soon, hopefully, everywhere—Walmart is proving that the future of retail isn’t just about checkout speed or inventory. It is, and always has been, about human beings helping other human beings look and feel their best.

Welcome to the new age of beauty. Welcome to Walmart.

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