Walmart Bets on Tattoos to Attract Gen Z With Inkbox Tie-Up

In a bid to better align with Generation Z, Walmart has teamed up with Canadian direct-to-consumer (D2C) brand Inkbox temporary tattoos.

The move marks the D2C brand’s first foray into physical stores, and the collection is expected to be exclusive to Walmart.

The exclusive Inkbox designs were influenced by the tattoos that are already popular among consumers. Each package contains two semi-permanent designs, and there is a range of different designs available, such as butterflies, trees and waves.

“Temporary tattoos give consumers the opportunity to express themselves and their creativity with the authenticity and quality of a permanent tattoo, but without the commitment,” Inkbox President and Co-founder Braden Handley said in a statement. “That has been our mission since Day One, and we’re excited to collaborate with Walmart on an exclusive collection for their customers. We hope this allows more individuals to celebrate their story and creativity in a new way.”

Perfect for Gen Z

As the first digitally native generation, Gen Z places great emphasis on individuality and self-expression, particularly through social media. Members of this demographic value the ability to build their identities and stand out in a crowded digital landscape. Brands that prioritize individuality and self-expression, whether through customizable products or experiential marketing, resonate with Gen Z consumers as 95% have used some form of visual communication.

Walmart’s collaboration with Inkbox is particularly noteworthy as it offers an avenue for Gen Z to express themselves authentically.

And while Gen Z does not particularly have the largest spending power, in comparison to other cohorts like Generation X, which is a rather smaller group in size but holds the largest purchasing power at $15 trillion, Gen Z is seen as an investment for the long haul, as it’s an opportunity to build long-term relationships and loyalty.

In addition, Inkbox’s collaboration with Walmart provides an opportunity to reach a larger audience, given Walmart’s extensive network of physical stores nationwide, including rural areas that may have limited access to alternative tattoo options.

Inkbox’s Gen Z-Focused Solution

Founded in 2015 by brothers Tyler Handley and Braden Handley, Inkbox has expanded to become a global retailer of temporary tattoos and has teamed up with BTS, Post Malone, Keith Haring and Rupi Kaur, which helped the company generate approximately $30 million in sales in 2021, according to Foundr. Following its success, BIC, the pen manufacturer, acquired Inkbox for $65 million in 2022.

Today, Inkbox temporary tattoos aim to provide a realistic look and texture like that of a permanent tattoo — great for a cohort of consumers looking to express their current identity but still finding themselves. The designs remain visible for up to two weeks after a 24-hour development period following application. In addition, each temporary tattoo is both waterproof and skin-safe, as well as cruelty-free.

D2C Brands Make Their Way in-Store

The tie-up between Inkbox and Walmart is part of a growing trend in which D2C brands are pursuing collaborations with major brick-and-mortar retailers. Several brands have entered into wholesale agreements with large retailers such as Walmart and Target and even beauty specialty stores like Sephora and Ulta Beauty to expand their customer base.

Notable examples include home care brand Grove Collaborative, skincare brand Loops, hair tools company L’ange Hair, and vitamin supplement company Care/of.

However, some brands making their way into stores have flopped as they failed to market their expansion efforts, or the product category failed to align with the core customer.

Take beauty brands like Item Beauty and Selfless by Hyram, two brands founded by TikTok stars Addison Rae, who exploded on TikTok during the pandemic, and Hyram Yarbro, which haven’t been successful as Sephora pulled the plug on both beauty labels this year.

Read more: Addison Rae’s Item Beauty Flops While Rihanna’s Fenty Beauty and Katy Perry’s De Soi Thrive

To be successful in-store, brands should consider a partnership with a retailer as a growth channel. The fact that a brand has partnered with a retailer does not automatically guarantee sales and profits. To make the most of this channel, brands ought to continuously promote the relationship to their audiences, highlighting additional ways to access their products.

D2C brands should also focus on the problem they solve.

In Inkbox’s case, in addition to appealing to Gen Z due to its ability to allow for self-expression, it’s also a proprietary ink formula that allows tattoos to last longer than other temporary skin art.

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