Beauty’s next big names

Explore our class of 2024—the up-&-coming brands we believe in. Shop all

Ready for their glow up

Just in from the Class of 2024

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Only at Walmart

Introducing Pretty Smart

Luxury inspired, vegan beauty at a smart price.Shop now
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What the Class of 2023 is saying

Dana Bly, Pardon My Fro founder

Dana Bly, Pardon My Fro founder

My experience...has been a testament to this exhilarating journey, marked by learning, collaboration & transformative milestones.

Eric Delapenha, Hair Lab founder

Eric Delapenha, Hair Lab founder

Incredibly effective...& designed to empower early-stage brands with the resources & support to find success on shelf at scale.

Sergio Tache, Dossier founder

Sergio Tache, Dossier founder

The program...provided great tangible benefits & overall made sure Dossier would be successful within Walmart.