Walmart Returns to TikTok With a Shoppable Beauty Livestream

The retailer continues to experiment with social commerce

Walmart is returning to TikTok for more livestream commerce.

William White, CMO of Walmart, is promising “an all-new experience featuring new creators and shoppable items” in the hour-long tutorial that will kick off at 9 p.m. ET on March 11.

Top line

The retailer will once again invite TikTok users to shop for products featured by creators directly in the app. It’s part of the brand’s Spring Shop-Along: Beauty Edition. “The creators will reveal their favorite Walmart beauty picks and demo their skincare, makeup and hair routines,” White said in a statement.

Featured products include a mix of national and Black-owned beauty brands such as NYX, Maybelline, The Lip Bar, Bliss, Kim Kimble and Marc Jacobs fragrances.

Between the lines

White said Walmart was encouraged by the “demand and positive response” resulting from its

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