THE WHAT? Madison Reed has announced its expansion into Walmart stores across the US and on Walmart.com.

THE DETAILS The hair color disruptor has landed in 1,500 Walmart stores with 28SKUs including its Radiant Hair Color Kit in 14 shades, Root Perfection in 5 shades and Color Reviving Gloss in 4 shades, among others.

THE WHY? Madison Reed’s launch into Walmart is a deliberate decision to expand its loyal customer base; some 240 million customers visit Walmart stores and websites every week. Amy Errett, Founder and CEO of Madison Reed, explains, “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.”