Walmart is stepping up its beauty game by introducing trained beauty advisers in its stores, aiming to enhance customer experience and compete in the lucrative $129 billion U.S. beauty market. The initiative, which began in 22 stores in Arkansas and Texas, is set to expand to over 400 locations by year-end. These advisers will offer personalized tips on makeup and skincare, such as matching foundation shades to skin tones and recommending trending products from social media. This strategy aligns with Walmart's broader effort to upgrade its merchandise and attract higher-income shoppers by moving beauty departments to the front of stores and showcasing popular products. The beauty advisers undergo training to stay informed about product trends and customer needs, earning between $14 to $35 per hour based on location. This shift highlights the importance of human interaction in retail, especially as online shopping continues to grow.