Equate is Walmart’s private-label brand for health and beauty products.
The Equate name appears on a broad range of Walmart health, beauty and personal-care products, including skincare, hair care, shaving products, vitamins, over-the-counter medicines and other household health items. In Walmart’s terminology, it is a private brand: products are sold under Walmart’s label rather than a national manufacturer’s brand.
Equate is not limited to cosmetics. Its broad product range is why the brand may appear in both beauty aisles and pharmacy or personal-care sections. Walmart also uses the related Equate Beauty identity for many beauty products.
The distractors represent other Walmart store brands. Great Value is strongly associated with groceries and food, Mainstays with home goods, and Sam’s Choice primarily with food and beverages. Equate’s association with health and beauty is therefore the key distinction, although the brand’s wider health-care range means it is more expansive than a cosmetics-only label.