Dive Brief:
- Australian-founded Bondi Sands is now available in select U.S. Walmart stores and on the mass retailer’s website, according to a Monday press release.
- The sun product brand’s launch at Walmart includes eight sunless tanning products, including its Self Tanning Foam and Self Tan Eraser. The partnership includes new sizes and prices exclusive to Walmart, per the release.
- Bondi Sands’ entrance into Walmart marks its eighth major retailer to carry the brand over the past six years.
Dive Insight:
Bondi Sands’ move into Walmart shows the brand’s commitment to expanding its reach internationally.
"We are thrilled to cultivate a new relationship with Walmart, and introduce our self-tanning range to a new category of shoppers," Blair James, Bondi Sands co-founder, said in a statement. "Propelling our global presence with Walmart is an unmatched growth opportunity for us, and we're excited to offer the beauty consumer what they're looking for - salon quality tanning products at an affordable price."
Bondi Sands’ expansion into Walmart comes after it agreed to be acquired by Japanese beauty company Kao Corp. in August. Terms of the deal were not disclosed and the transaction is subject to normal regulatory review.
The deal with Kao Corp. would allow Bondi Sands to reach more customers around the world, co-founder and CEO of Bondi Sands Shaun Wilson said at the time. The brand is available in over 32 countries and it joins a portfolio of brands at Kao Corp. including John Frieda, Jergens, Curél, Bioré and more.
Walmart has steadily increased its beauty offerings in recent months.
Personal care brand Clean Age launched in 1,800 Walmart stores this month after it won the mass retailer’s “Golden Ticket” award through its pitch competition for startups. Hair care and coloring brand Madison Reed announced in August that it would sell 28 SKUs in more than 1,500 Walmart stores and on the retailer’s website.
Additionally, deodorant brand Curie announced last month that it would enter 4,300 Walmart stores nationwide in addition to the company’s website.
