Dive Brief:

• Walmart has upped its beauty game with a private label skincare line, dubbed Earth to Skin, which launched earlier this month and provides "a luxurious experience for under $10," according to details emailed to Retail Dive.

• The line features four different collections: super fruits, super greens, tea time and bee infused. Like many others, Walmart is hitching its wagon to the clean beauty movement with this line, touting no parabens, phthalates, petrolatum, mineral oil, sulfates, gluten or animal testing.

• Earth to Skin is available only in Walmart stores and the retailer's website, according to the release. Products include cleansers, toners, serums and creams, "designed to layer weightlessly."

Dive Insight:

Like Amazon's Belei, which launched in March, Walmart has joined the beauty fray with a private label skincare line aimed at consumers who are looking for cheaper solutions to their beauty needs.

Similarly to Belei, Earth to Skin is rooted in clean beauty formulas, though Walmart advertises the whole line as $10 and under, while Amazon's Belei was priced between $9 and $40 at launch. Taking a page from Birchbox's model, Walmart consumers can also purchase a "starter kit" of one of the collections for $9.98, which includes four sample-sized products.

For a retailer that has been expanding its exclusive offerings recently, including with celebrity-endorsed baby and fashion lines, beauty is a strategic move. The category has been on fire lately, with department stores and drugstores revamping their beauty sections, direct-to-consumer brands changing the way companies do business, and disruptors like Birchbox and FabFitFun developing new models for product discovery.

It's also a category that Walmart's rivals have been placing more emphasis on lately. Including Amazon's Belei line and the June launch of its professional beauty store, Target also offers a limited number of skincare products through its Smartly line, one of many private labels the retailer has launched in recent years. 

Target also expanded its clean icon to the beauty section this summer and has partnered with new brands in the space to offer up-and-coming brands in its stores. In addition to those partnerships, Target's beauty accelerator program Target Takeoff is in its third year, which represents another way for Target to get startups into its stores.

"Uncompromising means you never have to choose between high performance and healthy," the company said of the line, noting that the lines feature "buzzed-about natural ingredients, bursting with the vitamins and antioxidants your skin needs to radiate with a healthy glow."