Merchandising leaders Vinima Shekhar and Brad Bedwell bring unique strategies to Walmart’s Beauty and Health & Wellness categories, but their shared goal is clear:
empowering customers’ self-care journeys by providing the tools they need to look, feel, and live their best. Shekhar’s diverse, intercultural experiences have shaped her inclusive approach to leadership, while Bedwell’s long-standing connection to Walmart has reinforced his focus on delivering practical, affordable health solutions. Together, they’re redefining the relationship between beauty and wellness, creating innovative solutions that reflect a broader mission of making life better for millions.
Shekhar was named Merchandising VP – Beauty in August and her path to Bentonville is as expansive as her perspective. A first-generation immigrant to America, she grew up surrounded by vibrant cultures that she remains deeply connected to, with early years spent in India before living most of her childhood in Trinidad & Tobago. “I identify as a global citizen,” Shekhar shares, reflecting on a life that has included stops in Thailand, Hong Kong, and now the United States. Her family mirrors this global tapestry — her husband is Canadian, her oldest son was born in the U.S., and her youngest in Thailand. When Walmart brought the family to Northwest Arkansas three years ago, they embraced the move as an opportunity to settle down and create a home base. “Moving to Bentonville has given us the gift of time,” she shares.
Bedwell’s Walmart story is rooted in familiarity. Raised in Arkansas after an early childhood in Tennessee, his father’s first job as a pharmacist was with the world’s largest retailer — bringing Bedwell’s journey full-circle as he stepped into the role of Merchandising VP – Health|OTC last May. After 21 years at Walmart, his career has spanned marketing and merchandising across several categories, from Toys to Pets, before landing in Health & OTC. “It has been exciting to learn a completely new line of business in Health, but many of the principles always remain the same: figuring out the best merchandising assortment to solve customer problems, at amazing values.”
Both leaders agree that Walmart’s mission to make products accessible, affordable, and meaningful is the North Star for their respective categories. Shekhar describes beauty as an evolving concept — one that blends self-expression with care. “Beauty is both on the inside and outside,” she notes. “It’s about feeling confident and taking care of yourself — through your skincare routine, your haircare, your diet, and even your sleep. At Walmart, we make it all available and ensure you can find the right products to help you feel your best.”
Health has also evolved far beyond symptom management to embrace a more holistic focus on living better, and Bedwell sees his category as a critical part of that development. “When you’re prioritizing your health, you’re also prioritizing how you feel — mentally, physically, even emotionally,” he posits. The rise of at-home health diagnostics is an example of how customers are being empowered to own their wellness journeys. “I think a lot about the ‘DIY’ side of health — how are customers taking care of their family at home, without ever having to leave the house?” By offering tools for in-home care, from COVID-19 tests to emerging diagnostics for other illnesses, Walmart enables families to take control of their health while saving time and money.
These shifts are particularly meaningful as the new year inspires customers to embrace fresh routines. Shekhar observes that beauty routines now include elements of wellness like hydration solutions, supplements, and skincare products that prioritize self-care. To her, this evolution isn’t a passing trend but a reflection of deeper values. “Beauty isn’t just about how you look — it’s about how you feel in your own skin,” she insists, while Bedwell highlights the growing importance of simplifying healthcare. Customers are looking for products that save time and simplify their lives, all while delivering meaningful results. “Our mission on the Health team is to be the most trusted and most convenient place for customers to save money and live everyday healthier lives,” he explains. “To build trust, we’re focused on everyday low prices, the best assortment from top brands, and always being in-stock with what customers need.”
For Shekhar, meeting these needs starts with creating a Beauty aisle that feels personal and inclusive. “At Walmart, we strive to offer a diverse range of products that cater to various skin types, tones, and preferences. Beauty is so personal and can be interpreted differently by each individual. We want to celebrate that and ensure everyone can find something that makes them feel confident.” Her focus on representation has fostered an environment within Walmart’s Beauty category where customers feel seen and valued.
To support that mission, Walmart Beauty is making bold moves to meet the evolving needs of its customers, with initiatives and innovations that blend accessibility, personalization, and trend-forward offerings. One standout effort is Walmart Start, a beauty brand accelerator program launched two years ago to help emerging brands scale and succeed in mass retail. This year’s second Walmart Start class highlights diverse, women-led brands like LatinUS, which empowers Latinas with haircare products that deliver healthier hair from the first use, and Current State, a skincare line designed to be as intuitive as eating a well-balanced diet. Previous Walmart Start brands, including Dossier and The Hair Lab by Strands, have already expanded their presence across Walmart stores. Digital innovation is also a priority, with Walmart Beauty expanding its Virtual Try-On technology to nearly 500 hair color products last year, giving customers the ability to experiment with shades in real time through its app. Shoppers are also embracing trends that blur the line between beauty and wellness, like the “skinification” of hair — where skincare ingredients are used to repair and strengthen hair — or curating skincare regimens that include both boutique brands like Bubble and trusted names like CeraVe.
With its expanded product mix and tech-savvy tools, Walmart Beauty complements the mission of Health & Wellness, empowering customers to prioritize themselves, inside and out. Bedwell likewise emphasizes inclusivity, viewing his category as a way to make proactive health care accessible to all. “There’s a lot of overlap between Health, Wellness, and Beauty when you think about holistically taking care of yourself and proactively leading a better, healthier life. Our customers care about and prioritize their health, and with the rising cost of health care overall, they’re looking for ways to do it at affordable prices.”
Collaboration plays a critical role in both leaders’ work. Shekhar highlights the importance of partnerships in staying ahead of trends and bringing innovative products to market: “At Walmart, collaboration is key to delivering on our promise to customers. Innovation can take many forms, from new product development to improved supply chain management, and it is only possible through the close collaboration and shared expertise of Walmart and our suppliers.” Her commitment to inclusivity shapes not just her leadership style but the entire strategy of the Beauty division, as well as her philanthropic support of the Girl Scouts and NextUp. “I am really passionate about helping women because I remember how tough it was for me early in my career navigating what I should do next and getting feedback that is so important to help us all grow. I get a lot of happiness in service of others and seeing them grow and reach their potential.”
Bedwell sees teamwork as equally vital to innovation in the health space. “You quickly figure out that all it takes is just a few people who care and get excited about something, and then you can find solutions and get better over time,” he says. His team works closely with suppliers to expand offerings from affordable supplements to new digital health tools, ensuring that Walmart remains a leader in the evolving health landscape. “Retail can be fast-paced, ever-changing, and we work hard every day to relentlessly solve problems. Because the work can be tough, my goal is to create an environment that is ‘people-first,’ where we enjoy working together, and we can inspire each other to think big. And, we of course try to have some fun along the way, too.”
Looking ahead to 2025, Shekhar and Bedwell are focused on making their categories even more personalized and customer-centered. Shekhar sees enormous potential in digital tools that enhance the beauty shopping experience. Virtual try-ons, AI-driven recommendations, and seamless e-commerce platforms are just the beginning. “The more we can make Beauty feel accessible and exciting, the more we can help people feel their best,” she attests. Her team is already exploring ways to integrate more emerging brands into the mix, providing customers with greater choice and value. Bedwell is equally optimistic about the future of Health at Walmart. He sees advancements in digital health solutions and AI-assisted diagnostics as opportunities to make care more accessible than ever. “Innovation is happening fast and all around us. We want to stay on the forefront of what helps our customers live healthier lives.”
For both leaders, the true reward of their work goes beyond the figures; they find personal fulfillment in knowing that their efforts have a real, lasting impact on customers’ lives. Shekhar reflects on the joy of helping customers feel seen and valued, noting that, “We believe that beauty is for everyone. Our mission for Beauty at Walmart is to provide accessible and affordable options that celebrate individuality and self-expression. Our strategy is to create a welcoming and inclusive shopping experience, where everyone can discover and explore beauty products that reflect their unique style.” For Bedwell, the most meaningful moments come from knowing his team is helping families take care of themselves. “Our intention in the new year is that our team will continue to be customer advocates, finding new products and services that help customers live better every day. If we can be the most trusted and most convenient, I think customers will continue choosing Walmart as the best partner for their family’s health.”
The interplay between the Beauty and Health & Wellness categories offers unique opportunities for collaboration. By focusing on the whole person, they’re creating a shopping experience that empowers customers to prioritize their well-being. “The new year represents new beginnings for many,” Shekhar says, “and we see customers looking to prioritize self-care as part of their routines.” Bedwell adds that Walmart’s health solutions, from express delivery to subscription options, are designed to make care as simple as possible. “It’s about helping families feel better, faster.”
Their shared commitment to innovation, collaboration, and customer care ensures that Walmart remains a trusted partner for millions of people. Whether it’s a new skincare routine, a vitamin regimen, or an at-home diagnostic tool, their work is empowering customers to live healthier lives. Together, Shekhar and Bedwell exemplify Walmart’s mission to make health, wellness, and beauty more accessible and inclusive than ever before.
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