Walmart is breaking its traditional no-frills service model by introducing trained beauty advisers in its stores, starting with 22 locations in Arkansas and Texas, and expanding to over 400 stores by the end of the year. These beauty experts will offer personalized tips and recommendations, helping customers navigate the vast beauty product selection as Walmart competes for a share of the $129 billion U.S. beauty market. The initiative builds on a previous pilot program that established beauty bars in 40 stores, allowing customers to sample products and receive advice. Walmart's vice president of beauty merchandising, Vinima Shekhar, emphasized that the company aims to provide a level of service that distinguishes it from online shopping platforms. The beauty refresh includes adding premium brands, such as La Roche Posay and Nude by Nature, to attract higher-income shoppers. This trend is mirrored by competitors like Target, which plans to enhance its beauty offerings and staff expertise in 600 stores. As retailers adapt to changing consumer preferences, the introduction of beauty experts may extend to other departments, enhancing the overall shopping experience.