Blending Value and Luxury: What Retail’s Shift Means for Beauty Brands

In recent months, Walmart quietly began embracing higher-end offerings on its online marketplace. Shoppers were greeted on August 11 with over fifty collectible figurines—Labubu dolls from Pop Mart’s Monsters series—available through a sneaker resale partner. Some rare pieces, particularly a “secret version” from the Big into Energy line, carried price tags exceeding $200 once shipping was factored in.

Earlier in the year, the retailer expanded its reach into pre-owned luxury, teaming up with a resale platform to introduce tens of thousands of authenticated items—from Louis Vuitton and Hermès handbags to fine jewelry and Chanel watches. This cloud of exclusive vintage pieces effectively elevated the online experience, while a retooled collectibles section, overseen by a former trading-cards executive, brought toys, media, trading cards, and sports memorabilia into the fold.

The strategy behind such shifts appears to be twofold: luring in higher-earning customers—particularly those earning $100,000 or more—and turning fleeting interest in premium items into consistent engagement across everyday purchases. By showcasing unexpected designer and collectible offerings, the retailer not only boosted site traffic and advertising revenue, but also positioned itself as a one-stop destination—from luxury finds to groceries.

For professionals in the beauty industry, this serves as a compelling case study. Just as the retailer has blurred the lines between value and prestige, beauty brands and marketplaces can similarly tap into the allure of premium, limited-edition, or collectible products—whether luxe skincare collaborations, rare makeup palettes, or “cult-favorite” fragrances. Strategically showcasing high-desirability items can attract affluent or trend-focused consumers, nurturing long-term loyalty and creating cross-selling opportunities across everyday essentials. Crafting an online experience that surprises and delights—with harder-to-find beauty gems—might be the key to elevating brand perception while driving broader volume.

Read more about "Walmart leans into pricey items online, from Chanel to Labubu" on Modern Retail

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