Natural Beauty Arrives at Walmart: Earth to Skin

Clean skin care has made its way to Walmart and its website. The retailer’s new proprietary brand, Earth to Skin, includes “carefully selected powerful ingredients from the earth to formulate our clean, safe, uncompromising products,” according to the company. Created exclusively for Walmart, Earth to Skin worked to create an affordable ingredient-focused skin care line for its consumers. The range boasts no parabens, phtalates, petrolatum, mineral oil, sulfates, gluten or animal testing. Earth to Skin manages to price all of its SKU’s under $10, but without compromising on sensorial formulas with elegant textures.

As to how the superstore will position this brand, Walmart’s spokesperson said that the store “is proud to welcome a brand like Earth to Skin that touts its use of real ingredients like honey, avocado, and cucumber, and are bursting with vitamins and antioxidants.” The spokesperson added that the retailer is “always looking to add trend-right products that deliver a value to [its] assortment mix.”

There are four Earth to Skin collections, with 28 different products in total comprising the line. The collections are formulated with buzzed-about natural ingredients, along with vitamins and antioxidants to address various solutions like brightening, soothing, and smoothing. The four collections are Honey, Tea Time, Super Fruits and Super Greens each consisting of a simple skincare routine.

The Honey range has soothing, anti-bacterial, and anti-inflammatory properties to help prevent swelling and redness while imparting a smoother, softer feel to the skin. The Honey range includes a Royal Jelly Eye Cream, Manuka Day Gel Cream, Manuka Cleanser and Manuka Night Cream.

Tea Time’s ancient tea extracts have anti-aging benefits that tighten and brighten the skin. This suite includes a Green Tea Toner, Anti Aging White Tea Day Cream, Anti Aging White Tea Cleanser and Anti Aging All Over Serum.

Super Fruits is all about ingredients like watermelon, blueberries and avocados, which are known for their brightening skin rejuvenation qualities. The collection includes an Avocado Overnight Mask, Watermelon All Over Serum, and Blueberry Exfoliating Cleanser.

Last, Super Greens features vegetables like cucumbers, kale and green pumpkins, which have nutritional properties that fight toxins and impurities to detoxify the skin. There’s a Green Pumpkin Enzyme Peel, Super Greens Nourishing Cleanser and Cucumber Jelly Mask within the suite.

The ingredient-focused product lineup boasts cleansers, toners, serums, day creams, night creams and eye creams that are designed to layer weightlessly. If consumers want to test-drive the range (or simply can’t commit), they can buy one of Earth to Skin’s starter kits for only $10, which comes with four travel-size items from the corresponding collection. Earth to Skin products are available in 1,450 beauty departments of Walmart stores nationwide and online at On November 1, the brand will expand to 3,000 stores.