NEW YORK — L’Oréal Paris Elvive is expanding its lineup of science-driven haircare solutions with the upcoming U.S. debut of its new Glycolic + Gloss collection, arriving exclusively at Walmart stores nationwide on August 1.
Building on the momentum of two previous Walmart-exclusive releases—Hyaluron + Plump and Hyaluron + Pure—the latest launch leverages the exfoliating and smoothing benefits of glycolic acid, a powerhouse ingredient long celebrated in skincare. The Glycolic + Gloss range includes a shampoo, conditioner, and high-shine leave-in serum, and is designed to deliver visibly smoother and glossier hair.
The leave-in serum, formulated with a 4% Glycolic Acid Complex, can be applied to both wet and dry hair, offering flexible use and instant shine. According to L’Oréal, when used as a full system, the line delivers “up to 14x smoother hair” and a “next-level gloss.”
“We are thrilled to bring this globally buzzed-about franchise to the U.S. and provide consumers with a new collection that gives them the shiny hair they crave,” said Laura Branik, President of L’Oréal Paris USA. “This skincare-inspired formula pushes the boundaries of innovation and leverages efficacious, cutting-edge ingredients like Glycolic Acid.”
The launch comes on the heels of a successful global rollout that saw the collection become the No. 1 haircare launch in multiple countries across Latin America. The brand has also gained traction on social media platforms, with more than 15 million views across TikTok and Instagram and over 2 million mentions of #ShinyHair. Hashtags like #GlossyHair and #GlassHair continue to trend, signaling sustained consumer interest in products that deliver a luminous, polished finish.
Walmart, the exclusive retail partner for the launch, sees the collection as a compelling addition to its beauty portfolio—particularly for younger shoppers.
“We’re excited to continue our collaboration with L’Oréal Paris to introduce their latest innovation to Walmart customers,” said Vinima Shekhar, Vice President of Beauty Merchandising at Walmart. “This new collection highlights our shared dedication to delivering high-quality, science-backed beauty solutions that empower our customers to feel confident in their self-care routines—all at an incredible value.”
The campaign will feature actress and Gen Z influencer Ariana Greenblatt, who starred in the 2023 film Barbie. As the face of Glycolic + Gloss, Greenblatt helps the brand tap into a key demographic that increasingly views hair health as part of a broader wellness routine.
The Walmart-exclusive launch reflects a growing trend among mass retailers to partner with legacy beauty brands on innovative, first-to-market offerings. For L’Oréal, the move strengthens its positioning in the U.S. haircare market and reinforces its strategy of bringing skincare technology into hair formulations.
The Glycolic + Gloss collection is available online now at Walmart.com and will be stocked in stores nationwide beginning August 1.
