Madison Reed Enters Walmart

Madison Reed is expanding to Walmart stores nationwide and will be available on Walmart.com.

“Madison Reed is deeply rooted in the belief that prestige, salon-quality hair color made without harsh ingredients should be accessible. To us this means empowering our guests to choose where and when they purchase our products and color their hair so they have the freedom to enjoy gorgeous results on their own terms” said Amy Errett, founder and CEO of Madison Reed. “As a true omnichannel brand, we are dedicated to meeting our guests where they are and the beauty in this model is we are everywhere they need us. Walmart is a key partner in accomplishing this goal.”

Madison Reed operates 87 hair color bars and sells its line through its DTC business. It also has existing retail presence at Amazon, Ulta Beauty and select Ulta Beauty at Target and Target locations.

“Walmart is committed to expanding its assortment to bring in new brands and products that are innovative, high-quality and on-trend,” noted Creighton Kiper, vice president, beauty, Walmart U.S. “By collaborating with Madison Reed, we're excited to make prestige hair color more accessible to all.”

Madison Reed will have 28 SKUs across select stores and Walmart.com.

In July, Madison Reed hired a new chief revenue officer with experience from leading brands like Aveda.