As part of a pilot program, Walmart Beauty Bars are coming to select retail stores to invite customers to discover new products, chat with beauty experts and test samples. “Our beauty customers are as diverse as the country itself—from teens just learning to care for their skin, to busy parents trying to do it all, to women navigating perimenopause and beyond. They’re savvy. They mix basics with premium,” shared Vinima K. Shekhar, VP of Beauty at Walmart, “And they’re asking for more—more personalization, more transparency and more options that meet their needs, their budgets and their lives.”

This rollout is part of Walmart’s annual Beauty Event. This year, beyond offering discounts on everything from skincare to shampoo, Walmart is inviting beauty lovers to stay a while, swatch products and explore fan-favorite releases.