Hair On The Brain

This fall Hard Candy cosmetics will be sold exclusively at Walmart stores across the U.S. The beauty brand is typically seen at high-end retailers such as Sephora, but now has an exclusive deal with Walmart. The cosmetics will retail from $5 to $10. An international roll-out is planned for spring 2010.

According to WWD, The new line consists of 261 items ranging from shimmer lip glosses (Plexi Gloss, Lip Tattoo), baked eye shadow duos (Kal-eye-descope), glitter liquid eyeliner (Walk the Line), volume mascara (Ginormous Lash) and eyeliner pencils that double as hair sticks (Take Me Out Eyeliner). Several iconic Hard Candy items will return, such as the Fortune Telling Lipgloss and the Eye Candy sliding compact with glitter eye shadow and coordinating glitter eyeliner. According to Lauren Kahn, Hard Candy’s senior brand manager, the brand has exited its current retail partners and sephora.com is clearing out its existing Hard Candy inventory.

I like that more high-end beauty brands are making affordable lines. However, I don’t see myself purchasing anything from this line since I never shop at Walmart. I wish they’d gone with Target instead!