Walmart Enters Beauty Business With Private-Labeled Skincare Line

Walmart (WMT) has launched its own private-labeled skincare line called Earth to Skin. The skincare line is available now and includes a series of cleansers, toners, serums, and creams that retails for under $10, Retail Dive reported.

Included in the beauty line are products that do not have parabens, phthalates, petrolatum, mineral oil, sulfates, gluten, or use animal testing. The Earth to Skin lineup is only available in Walmart stores and online at Walmart.com.

"Uncompromising means you never have to choose between high performance and healthy" Walmart told Retail Dive in an email about the Earth to Skin collection, "buzzed-about natural ingredients, bursting with the vitamins and antioxidants your skin needs to radiate with a healthy glow."

The private-label skincare line is also offered as a starter kit, which retails for $9.98, including four sample-size Earth to Skin products. It has four collections in the line, featuring super fruits, super greens, tea time and bee-infused products.

Competing with Amazon’s Belei collection, Walmart’s skincare line is “ designed to layer weightlessly” and be "a luxurious experience for under $10,” the news outlet reported. Amazon’s Belei line retailed for $9 to $40 at launch.

Shares of Walmart stock were up 0.81 percent as of 2:47 p.m. ET on Monday.