Clean Skincare From Walmart: Earth to Skin

This past week, Walmart introduced its very own skincare collection made with simple better-for-you natural ingredients. The new brand “Earth to Skin” launched with 28 Skus’ split across four ingredient-focused ranges which solve for specific skincare challenges each priced at $10 or less.

Super Fruits, which uses hydrators like Watermelon or brighteners like citrus to provide the skin with much-needed antioxidants for a smooth and radiant complexion.

Super Greens taps into kale, broccoli and cucumber’s variety of benefits to deliver an overall healthier appearance.

Tea Time targets signs of aging by tightening pores and providing free-radical protection.

Honey uses the ingredient’s nourishing and moisturizing benefits to keep even the driest of skin hydrated.

The Walmart website describes the brand this way:

Real ingredients. Real radiance.

Beauty made simple

We believe in the power of natural ingredients. Our state-of-the-art beauty labs harnessed the potential of nourishing superfoods to create effective & innovative skincare essentials.

Clean & uncompromising.

Clean means NO parabens, NO phthalates, NO petrolatum, NO mineral oil, NO sulfates, NO gluten, & NO animal testing goes into our products. Uncompromising means you never have to choose between high performance & healthy.

Luxury for less

Our toners, serums, gels, masks, & creams are uniquely designed to layer weightlessly & revolutionize your beauty routine. Discover all 4 of our Earth to Skin collections & indulge in a luxury beauty experience for $10 or less.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.