Walmart has a new head of its beauty business.
Vinima Shekhar has been named the retail giant’s new vice president of beauty, according to an internal memo dated Tuesday from Silvia Kawas, executive vice president of consumables, obtained by WWD.
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Shekhar succeeds Creighton Kiper, who was promoted to senior vice president of the retailer’s home business. Most recently, she was the vice president of wellness – the same role held by Kiper before he moved onto beauty – where “she has successfully exceeded across all key metrics including sales, profit and digital targets,” the statement said.
Shekhar first joined Walmart in 2018 on the ecommerce side of the business, and “she has also led the omni-holiday program for consumables, delivering record-breaking sales and sell-through across the division,” the statement continued.
Walmart has effectively modernized its beauty business in recent years, despite declines in some categories in the mass market, including makeup and fragrance, per Circana data from the first quarter.
The retailer’s strategy has included a shop-in-shop partnership with Space NK to bring prestige beauty to its aisles, including a co-incubated brand called BeautySpace. Space NK’s U.S. wholesale division was recently acquired by the PCA Companies for an undisclosed sum.
The other prong focuses on bringing indie and emerging brands into the mix alongside legacy players, such as Madison Reed, Current State of Skin, and most recently, the inclusive hair care brand Being founded by Monday Haircare cofounder Jaimee Lupton. Kiper had also introduced Brooklyn and Bailey McKnight’s skin care brand ITK and Halsey’s makeup line Af94, among others.
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