Walmart breaks its no-frills mold with in-store beauty experts and personalized advice

NEW YORK (AP) — Walmart customers may find something new the next time they're looking for makeup and skin care products: in-store advisers offering personalized tips and recommendations.

The massive retail chain is breaking out of its no-frills service model by staffing its beauty aisles with trained specialists who can suggest foundation shades to match a shopper's skin tone or knows about a moisturizer trending on TikTok.

The roles were filled at 22 stores in Arkansas and Texas in recent months, and Walmart expects to have them in more than 400 of its 4,600 namesake U.S. stores by year-end.

The addition of “beauty experts” comes as Walmart, rival Target, specialty chains like Sephora and department stores all are vying for a bigger slice of the $129 billion U.S. beauty and personal care market, including by offering customized advice and playful, interactive spaces to encourage consumers to shop in person as well as online.

A year ago, Walmart set up areas in 40 stores where customers could sample makeup and speak with beauty advisors. The pilot “beauty bar” concept is now in hundreds of stores, according to Vinima Shekhar, vice president of beauty merchandising for Walmart’s U.S. division. As part of plans to remodel 650 locations by the end of the year, the company is moving beauty departments to the front of stores and installing displays to showcase products getting attention on social media.

“We’re not trying to be an Ulta or Sephora,” Shekhar told The Associated Press. “We have the breadth of assortment that no one else has. We have convenience that no one else has. What we also then want to do is layer on a level of service for both our associates and our customers: ‘Here’s what trending. Here’s what’s new.’”

Department stores and beauty product chains always have employed people to assist customers with testing and buying cosmetics. Pharmacy chains CVS and Walgreens added beauty experts to many of their locations in the last decade or so. Walmart's decision to join them highlights how retailers with physical stores rely on a human touch to distinguish themselves from online shopping platforms and AI chatbots.

Walmart has added more premium brands to its beauty assortment in the last year, including French pharmacy skin care brand La Roche Posay, Australian natural makeup brand Nude by Nature, and FHI Heat hair tools. They are not cheap. Some La Roche Posay sunscreens cost just under $40 for 1.7 oz.

The beauty refresh is part of a broader Walmart initiative to upgrade its merchandise and ambience as it attracts higher-income shoppers. Customers who buy higher-end products and not only everyday skin and hair staples are looking for inspiration when they shop, Shekhar said.

Target announced in early March that it planned to expand its assortment of upscale beauty products and to deploy staff members with enhanced product expertise this fall in 600 stores. In those stores, a new department called Target Beauty Studio will partly replace in-store Ulta shops. As part of a Target partnership ending in August, Ulta had beauty consultants in Target stores.

Experts providing enhanced customer service may become a feature in other departments of mass market retail stores. Whitney Hunt, vice president of Walmart's U.S. operations, notes there could be other departments like electronics that could benefit from experts.

Target began launching a “baby boutique” experience last month in nearly 200 stores where a concierge helps shoppers find products registries created by expectant parents.

While artificial intelligence threatens to eliminate jobs across industries, online job postings for beauty experts and beauty advisers remained fairly stable between February 2020 and this month, according to Cory Stahle, an economist with the research arm of jobs site Indeed. Online postings for both marketing and software development jobs fell more than 20% in the same period, Indeed said.

The median wage for beauty expert roles was $19.54 per hour in March, roughly $2 more than the hourly wage for all other retail jobs, according to Indeed data. Walmart said its beauty experts can earn $14 to $35 an hour, depending on the store location. That's similar to the hourly range of $14 to $37 for all of Walmart's hourly workers, the company said.

Walmart's beauty advisers undergo a day of training at a company academy and receive ongoing instruction on products, seasonal trends and working with customers. They don't apply products on shoppers or do makeovers, unlike some of the employees at department stores and specialty beauty chains.

Walmart is providing online tools to help the advisers understand the beauty department's top-selling brands and how their store compares with the business generated in other Walmart locations, Hunt said.

Helena Bacon, 21, a University of Arkansas junior studying biology, said the training she had last fall made her feel more empowered to help customers. Before then, she helped out in the area that covers pharmacy, health and personal care items like basic shampoos and toothpaste of a store in Fayetteville and occasionally helped customers find items in the beauty area.

Bacon said she now understands product ingredients, knows how to identify lipstick shades that flatter different customers and is on top of TikTok trends.

“I was kind of everywhere before,” she said. “But now that I’m just in my section, if someone does come up to me and asks for a recommendation for something, ... I could go over with them into that section and say, 'This what I know is good for the problem you’re trying to fix.'”

Lou Ezzell, left, and Gaylene Schueller shop cosmetics at Walmart near the store's beauty counter Wednesday, April 29, 2026, in Grapevine, Texas. (AP Photo/Julio Cortez)

Items are displayed at Walmart's beauty counter, Wednesday, April 29, 2026, in Grapevine, Texas. (AP Photo/Julio Cortez)

Walmart's beauty counter stands Wednesday, April 29, 2026, in Grapevine, Texas. (AP Photo/Julio Cortez)

Priyanka Patil, right, fashion team lead at Walmart, helps Linda Flippin, of Colleyville, Texas, find a makeup item on the shelves near the store's beauty counter, Wednesday, April 29, 2026, in Grapevine, Texas. (AP Photo/Julio Cortez)

Taylor Hall was a No. 1 pick in the draft in 2010. He was the NHL's MVP in 2018.

Now, he is a Stanley Cup champion.

“You never know. You never know what kind of turn your life’s going to take,” Hall said after hoisting the trophy. "It was heavy. It was heavy, unbalanced but amazing.”

No longer in the prime of his career, the 34-year-old Hall was one of the biggest reasons the Carolina Hurricanes won 16 of 19 games during this playoff run.

“He’s fast, he’s physical (and) he makes great plays with the puck,” defenseman Jaccob Slavin said. “He’s selling out to block shots. And so you need that. He’s really just been a complete player this whole playoffs.”

Hall took on a workmanlike role on a line alongside 23-year-old Logan Stankoven and 22-year-old Jackson Blake. That trio led the way through the first three rounds of the playoffs and in the final against Vegas. Hall was a force in every way — generating offense, hammering opponents and sacrificing himself on defense.

“Every line on our team has a physical aspect, and I think it falls on me to play like that,” Hall said. “Florida last year, there wasn’t a guy on their team that didn’t hit and didn’t make it really, really hard to be on the ice against them and you watch and learn.”

With Chicago, Hall played Carolina on Jan. 20, 2025, and liked what he saw in a hard-fought overtime loss.

“I got a first-hand glimpse of the intensity in which we play,” Hall said.

His agent had approached him about the Hurricanes' interest in him and a few days later he joined them as part of the same three-team trade that got them Mikko Rantanen. Initially, Hall was not in shape to play coach Rod Brind'Amour's brand of hockey.

But general manager Eric Tulsky liked what he saw in Hall.

“He brings a blend of speed, skill and heaviness that really fits for us,” Tulsy said. “He has the ability to get pucks into the zone, win pucks along the way and he has the vision and creativity and skill to get pucks to the middle and create scoring chances off it. We spend a lot of time in the offensive zone, and we need players like him who can not just win the battle along the wall but get it to premium ice and create those top-tier chances and he’s been able to do that for us.”

After starting in Edmonton and also playing for New Jersey, Arizona, Buffalo, Boston and Chicago, Carolina felt right.

“I’ve been kind of everywhere,” Hall said. “I got here and felt really at home within a couple days.”

He settled in the Raleigh area, and before the end of April signed a three-year extension worth just over $3 million annually. A lot went into it, including a bad experience as a free agent during the pandemic and being able to drive his dog to his offseason home.

“I was happy here, and I love the way we play and ultimately I saw this as a place that I think we could be here,” Hall said. “That’s what I envisioned, and everything else seemed like it made a lot of sense.”

Brind'Amour as a player was a grinder, a defense-first center who made a living out of stopping players like Hall. As a coach, he knew all about Hall's skill as a winger, his 93-point season in 2017-18 with New Jersey that got him the Hart Trophy and the kind of offensive talent the Hurricanes were getting.

The player who arrived was nothing like that.

“He didn’t bring any of that, ‘I’m an MVP’ and I’m going to do it this way.' It was, ‘What do I have to do?’” Brind'Amour said. “When he first got with us, he was playing like 12 minutes a night. It didn’t matter. It was whatever he has to do to win. That’s refreshing, and that’s good on him.”

Hall helped Carolina reach the 2025 Eastern Conference Final, then he and the team faltered against the defending-champion Panthers. That turned out to be an important lesson for a guy in his 30s thirsty for a title.

“I didn’t play well in that conference final at all, and I think just the way that Florida played and the way that I played, it was a learning experience for me even at 33,” Hall said. “It was just different way to play in the playoffs. There’s a way to play, and there’s a way that the really good teams do it. I took it over the summer and tried to just get better and better.”

Putting that into practice allowed Hall to set a record. His 18 seasons between getting drafted by Edmonton are the most before hoisting the Stanley Cup in league history for a No. 1 pick.

All because Hall made a conscious decision to fit exactly what the Hurricanes needed.

“It’s great for the role that we need him to play,” Slavin said. “I think he still has all the talent in the world, and you witness it night in and night out. He’s been great. And, yeah, has he adapted a little bit to how we play here? I think so. But that just speaks to the player that he is.”

AP NHL: https://apnews.com/hub/stanley-cup and https://apnews.com/hub/nhl

Carolina Hurricanes left wing Taylor Hall celebrates after a win over the Vegas Golden Knights in Game 6 of the NHL hockey Stanley Cup Final series, Sunday, June 14, 2026, in Las Vegas. (AP Photo/John Locher)

Carolina Hurricanes left wing Taylor Hall, center, attempts a wrap around as Vegas Golden Knights goaltender Carter Hart, left, and defenseman Dylan Coghlan defend during the first period in Game 3 of the NHL hockey Stanley Cup Final series Saturday, June 6, 2026, in Las Vegas. (AP Photo/John Locher)

Carolina Hurricanes left wing Taylor Hall shoots and scores during the first period in Game 6 of the NHL hockey Stanley Cup Final series against the Vegas Golden Knights, Sunday, June 14, 2026, in Las Vegas. (AP Photo/John Locher)

Carolina Hurricanes left wing Taylor Hall (71) celebrates after a goal by right wing Jackson Blake (53) during the second period in Game 6 of the NHL hockey Stanley Cup Final series against the Vegas Golden Knights, Sunday, June 14, 2026, in Las Vegas. (AP Photo/Candice Ward)

Carolina Hurricanes left wing Taylor Hall, center, celebrates his goal with teammates during the first period in Game 6 of the NHL hockey Stanley Cup Final series against the Vegas Golden Knights, Sunday, June 14, 2026, in Las Vegas. (AP Photo/John Locher)