Walmart Goes Green With New Natural Beauty Brand, Found

Walmart X Found

Natural products have become a must-have for beauty lovers and retailers are listening. At a recent indie beauty expo, we saw an overwhelming number of brands touting organic and toxic-free beauty offerings, and larger retail outlets have also joined in the movement — most recently, cost-conscious Walmart.

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The discount retailer just launched its own natural beauty brand, Found, featuring a well-rounded offering of makeup and skin care products formulated with extracts, botanicals and nourishing oils. The cosmetics collection features products for the eyes, face and lips, including a 12-color eyeshadow palette made with bamboo and rice powder and a bronzing powder made with rosehip and lemon fruit extract. On the skin care side, there are loads of face and sheet masks incorporating papaya, cucumber and red clay, as well as face wipes made with jasmine.

In addition to be being toxin free (no parabens, pthalates, PEGs or mineral oil), the brand avoids known allergens and labels each product with a number indicating the percentage of naturally sourced and derived ingredients (which are all 90-99% natural). For example, the Instant Glow Highlighting Palette with Pomegranate and its Clarifying Tea Tree Gel Cleanser is 99%.

Got your interest peaked? Check out the budget-friendly collection (everything is under $15) available exclusively at and at select Walmart locations.

About The Author

Stephenetta (isis) Harmon

isis is digital media director for Hype Hair and founder/Black beauty director for Sadiaa Black Beauty guide, the top hair and beauty directory for women of color.