AX Beauty Brands’ NatureWell Launches At Walmart with Lip Care

NatureWell is betting on the lip care hype. 

The 10-year-old wellness-forward skin and body care brand on Monday is launching at 3,000 Walmart doors with a lip care line, including Shimmering Vanilla Mint Lip Butter, Vanilla Glaze Lip Butter, Pink Velvet Lip Butter, Vanilla Lip Mask and Berry Lip Mask. The brand, owned by AX Beauty Brands, has been available in Walmart Canada and is at other retailers like Target, Amazon, DSW, Marshalls, Sam’s Club and T.J. Maxx.

“Lip care is one of the fastest growing, most dynamic categories. It’s the mix of skin care and beauty. It’s one of the easiest entry points for new consumers, and it’s one of the places that NatureWell can be introduced to Walmart shoppers,” said Collette Trejo, executive merchandising and sales leader for AX Beauty Brands, adding that NatureWell partnered with the Walmart team to create the line. 

Kristin Bibb, president and chief commercial officer at AX Beauty Brands, added: “We looked at our surrounding brands that are now our competition, and thought there’s an opportunity to go in and create a small assortment for a retailer like Walmart and extend our trusted assortment to our loyal consumer.”

With this launch, NatureWell is emphasizing its commitment to fragrance and flavor across its product portfolio. According to Bibb, the brand, which is nearing three times sales growth in 2025, is homing in on its partnerships with key fragrance houses to further highlight this side of its products.

In terms of where fragrance is headed, Bibb said, “Gourmands aren’t going anywhere….Where we’re going next is elevated gourmands sinking in with musks and fruity florals. That’s where we’re seeing things evolve and transition. The beauty of that fragrance development and trend is that they nicely tee into flavors. We’re dealing with two wonderful fragrance categories of gourmands and fruits that lend themselves nicely between beautiful body sprays, body lotions, oils and body washes, and then you can expand into lip care nicely.”

To announce the launch, NatureWell will be tapping into its digital strategy, particularly with nano-, micro- and mid-tier influencers.

“On TikTok and Instagram, we have a lot of educational content as we lean into this category, also content at the store and showing where the product is,” said Keran Look Loy, vice president of marketing at AX Beauty Brands. He added that the brand will be geo targeting content to potential customers who are with 10 to 15 miles of a Walmart.  

According to NatureWell’s marketing manager Heather Cook, the content that has been standing out the most, which the team will be doubling down on for the lip launch, is day-in-the-life style videos that showcase how creators incorporate the products into their daily routines. 

For the team, the launch is a stepping stone for future growth with Walmart in the U.S. 

“This is the beginning for us. We see Walmart as the perfect launch pad for NatureWell to continue growing,” Trejo said. “We are committed to bringing innovation, both within and outside of the beauty aisle, to Walmart nationwide in the future.”