While many companies in the beauty space shifted their focus to digital this year, Walmart has prioritized both online and brick-and-mortar commerce throughout the pandemic. Walmart expanded its assortment of indie beauty brands, and elevated their displays and positioning, plus it ramped up its online beauty content in an effort to target Gen Z.

Here, Musab Balbale, merchandising vp  for Walmart U.S. Beauty, talks with Glossy during the recent Beauty Summit, about how Walmart is evolving the experience it offers beauty customers both online and in-store.