Walmart is planning to grow its online business through the launch of a dedicated online cosmetics brand, according to a report published by The Washington Post, quoting anonymous sources.

The cosmetics brand will be named Co Squared and launch with an essential collection of beauty products, including primer, concealer, color correctors and setting spray, collectively known as ‘Canvas Kit’. Walmart is said to be in conversation with model Coco Rocha to front the brand.

The new business would be targeted at more affluent, millennial and gen X consumers and compete with the likes of Glossier. The overarching strategy is to improve margins for the retailer’s online offering.