It’s natural to be suspicious of retail websites that sell luxury beauty products—after all, there’s the risk of counterfeits and expired items. But Walmart is taking the guesswork out of it with the launch of its Premium Beauty Marketplace, featuring 20 popular beauty brands and over 1,000 products.

As reported by WWDThe new marketplace places a big emphasis on skin and hair care, and its virtual shelves now feature must-haves from brands like Color Wow, Eve Lom, COSRX, Foreo, Avène, Klorane and CHI. Every product in Walmart’s Premium Beauty Marketplace is authorized directly by the respective beauty brand, so you can be sure you’re getting the real thing.

“This opportunity is very customer-centric,” Silvia Kawas, executive vice president of Walmart Consumables at Walmart US, told the outlet. “Our customers are looking for an experience with brands they trust and love, and they want to find those at Walmart. That shows the momentum we’re continuing to build. Walmart is one of the fastest-growing players in beauty from a digital perspective, and premium beauty in particular is on the rise.”

Kawas and her team did their homework and looked into customer preferences to put together the brand offering. “We look at customer search data to see what they’re asking for and start with brands we think will resonate with them and build on that experience,” Kawas said.

“Customers are attracted to these younger brands,” Kawas continued. “They’re looking for different brands and experimenting with them.” Take a look at what you can find on Walmart’s website, where you’ll find a curated mix of classic favorites and newer brands we know and love.

Shop Walmart’s Premium Beauty Marketplace