NatureWell is betting on the lip care hype.

The 10-year-old wellness -forward skin and body care brand on Monday is launching at 3,000 Walmart doors with a lip care line, including Shimmering Vanilla Mint Lip Butter, Vanilla Glaze Lip Butter, Pink Velvet Lip Butter, Vanilla Lip Mask and Berry Lip Mask. The brand, owned by AX Beauty Brands, has been available in Walmart Canada and is at other retailers like Target, Amazon, DSW, Marshalls, Sam’s Club and T.J. Maxx.

“Lip care is one of the fastest growing, most dynamic categories. It’s the mix of skin care and beauty. It’s one of the easiest entry points for new consumers, and it’s one of the places that NatureWell can be introduced to Walmart shoppers,” said Collette Trejo, executive merchandising and sales leader for AX Beauty Brands, a

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