Kinlò, the skincare brand founded last yr by tennis player Naomi Osaka, goes wide in its first retail play.

The brand is entering 2,500 Walmart doors nationally, and on Walmart.com, on Saturday. The brand’s hero product, Golden Rays Sunscreen SPF 50+, could have exclusive shade extensions with Walmart, and a slew of facial and body moisturizers and oils may even be joining the lineup. Prices range from $4.97 to $11.97.

“This can be a big milestone for Kinlò and something we have now been working toward because the day we launched,” Osaka told WWD in an email. “For me, it’s also a very special moment to know a store I grew up shopping at is carrying a line that I worked so hard to assist create. This partnership with Walmart is all about accessibility, allowing the brand to achieve much more customers with inexpensive sun care products, regardless of who they’re and where they live.”

Education is a key tenet of the brand, one that may only be amplified by such a broadened footprint.

“We’re launching this weekend and expanding our line this summer with Walmart, and we’re really going to work on connecting with our consumer face-to-face. We’re going to have quite a lot of experiential events to lift awareness around the necessity for sun protection,” said Mia Meachem, the brand’s president.

“As we engaged with Walmart over time, it just became clear that they were the precise partner for us, their diverse consumer base is actually aligned with the Kinlò mission,” Meachem said. “It just felt like the precise time and the precise partner.”

Walmart has been modernizing its beauty assortment in the previous few years. Earlier this yr, it teamed with Space NK in a bid for the prestige beauty shopper. Prior to that, it began adding indie brands into the combo.

“The launch in-store goes to begin on endcaps in about 2,500 doors, and in the sweetness aisles where customers are looking for all their beauty needs and private care needs,” said Angel Beasley, merchandise director, beauty, Walmart. “It’s going to be merchandised a bit unconventionally, within the textured hair care aisle, because in that aisle, we serve multicultural consumers.”

In 2020, Walmart joined CVS and Walgreens in stepping away from locking up beauty products targeting Black customers.

For more from WWD.com, see:

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