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)

DUBAI, United Arab Emirates (AP) — Iran's supreme leader said Thursday that the Islamic Republic will protect its “nuclear and missile capabilities” as a national asset, likely seeking to draw a hard line as U.S. President Donald Trump presses for a wider deal to cement the war's shaky three-week ceasefire.

Ayatollah Mojtaba Khamenei maintained his defiant tone since taking over following the killing of his father in the war's opening airstrikes. In a written statement read by a state television anchor, Khamenei — who has not been seen in public since becoming supreme leader — said the only place Americans belonged in the Persian Gulf is “at the bottom of its waters" and that a “new chapter” was being written in the region's history.

His remarks come as Iran's oil industry is being squeezed by a U.S. Navy blockade halting its oil tankers from getting out to sea. But the world economy is also under pressure as Iran maintains its chokehold on the Strait of Hormuz, through which a fifth of all crude oil is transported. On Thursday, the global benchmark for oil, Brent crude, traded as high as $126 a barrel.

That shock to oil supplies and prices is putting pressure on Trump, who is floating a new plan to reopen the Strait of Hormuz.

Under the plan, the United States would continue its blockade on Iranian ports, while coordinating with allies to impose higher costs on Iran’s attempts to subvert the free flow of energy, according to a senior administration official.

Trump is weighing multiple diplomatic and policy options to push Iran to end its chokehold on the waterway, said the official, who spoke on condition of anonymity because they were not authorized to comment publicly.

The new proposal, first reported by The Wall Street Journal, is Trump's latest effort to persuade other nations to help reopen the strait.

With a fragile ceasefire in place, the U.S. and Iran are locked in a standoff over the strait. The U.S blockade is designed to prevent Iran from selling its oil, depriving it of crucial revenue while also potentially creating a situation where Tehran has to shut off production because it has nowhere to store oil.

The strait’s closure is also problem for the U.S.'s Gulf allies, which use the waterway to export their oil and gas.

A recent Iranian proposal would push negotiations on the country’s nuclear program to a later date. Trump said one of the major reasons he went to war was to deny Iran the ability to develop nuclear weapons. Iran long has maintained its program is peaceful, though it enriched uranium at near-weapons-grade levels of 60%.

Pakistan on Thursday said it was still facilitating indirect talks between the U.S. and Iran aimed at easing tensions, but Islamabad would also welcome direct communication between the two sides, even by phone.

“If the two parties can engage in real-time conversations, that could ease the sticking points,” said Ministry of Foreign Affairs spokesperson Tahir Andrabi at a weekly news briefing. He declined to share details of any Iranian or U.S. proposals.

Speaking to mark Persian Gulf Day in Iran, Khamenei's remarks signaled that nuclear issues and Iran's ballistic missile program wouldn't be traded away.

“Ninety million proud and honorable Iranians inside and outside the country regard all of Iran’s identity-based, spiritual, human, scientific, industrial and technological capacities — from nanotechnology and biotechnology to nuclear and missile capabilities — as national assets, and will protect them just as they protect the country’s waters, land and airspace,” Khamenei said.

Khamenei referred to America as the “Great Satan,” a long hurled insult by Iranian leaders toward the U.S. since the 1979 Islamic Revolution. He said Americans should have no business in the Persian Gulf.

“Foreigners who come from thousands of kilometers away to act with greed and malice there have no place in it — except at the bottom of its waters," said Khamenei, who was reportedly was wounded in the Feb. 28 attack that killed his father, the 86-year-old Supreme Leader Ayatollah Ali Khamenei,

In his remarks, Khamenei seemed to signal Iran would maintain its control over the waterway, which sits in the territorial waters of Iran and Oman. Iran had been charging some ships reportedly $2 million apiece to travel through the strait.

He said that Iran's control of the Strait of Hormuz will make the Gulf more secure, and that Tehran's “legal rules and new management” of the strait will benefit all the region’s nations.

However, the world considered the strait an international waterway, open to all without paying tolls. Gulf Arab nations, chief among them the United Arab Emirates, have decried Iran's control of the strait as akin to piracy.

Associated Press writers Aamer Madhani in Washington, Munir Ahmed in Islamabad and Amir Vahdat in Tehran, Iran, contributed to this report.

A woman holds up pictures of the Iranian Supreme Leader Ayatollah Mojtaba Khamenei, left, and his father, the slain Ayatollah Ali Khamenei in a state-organised rally celebrating the birthday of Imam Reza, the 8th Shiite Muslims' Imam, and supporting the supreme leader, in Tehran, Iran, Wednesday, April 29, 2026. (AP Photo/Vahid Salemi)

A woman carries an Iranian flag and a poster of the late Supreme Leader Ayatollah Ali Khamenei during a state-organised rally in Tehran, Iran, Wednesday, April 29, 2026, celebrating the birthday of Imam Reza, the 8th Shiite Muslims' Imam, and supporting Supreme Leader Ayatollah Mojtaba Khamenei. (AP Photo/Vahid Salemi)

A police officer stands guard in front of a banner with portraits of the late Iranian revolutionary founder Ayatollah Khomeini, left, and late Supreme Leader Ayatollah Ali Khamenei in a state-organised rally celebrating the birthday of Imam Reza, the 8th Shiite Muslims' Imam, and supporting the supreme leader, in Tehran, Iran, Wednesday, April 29, 2026. (AP Photo/Vahid Salemi)

Girls sing a song as they show the movement of missiles with their hands next to the portraits of the late Iranian revolutionary founder Ayatollah Khomeini, left, late Supreme Leader Ayatollah Ali Khamenei, center, and Supreme Leader Ayatollah Mojtaba Khamenei, in a state-organised rally celebrating the birthday of Imam Reza, the 8th Shiite Muslims' Imam, and supporting the supreme leader, in Tehran, Iran, Wednesday, April 29, 2026. (AP Photo/Vahid Salemi)