Madison Reed, the prestige beauty brand that has revolutionized the hair color industry, today announced its expansion into Walmart stores nationwide.

This strategic move makes its salon-quality hair color accessible to more beauty customers—and further expands Walmart’s move toward expanding in the prestige and clean beauty space.

Madison Reed’s at-home hair color formulas are all “Smart 8-Free” and Leaping Bunny Certified.

Amy Errett, founder and CEO of Madison Reed says, “Madison Reed is deeply rooted in the belief that prestige, salon-quality hair color made without harsh ingredients should be accessible. To us this means empowering our guests to choose where and when they purchase our products and color their hair so they have the freedom to enjoy gorgeous results on their own terms.”

Errett adds, “As a true omnichannel brand, we are dedicated to meeting our guests where they are and the beauty in this model is we are everywhere they need us. Walmart is a key partner in accomplishing this goal.”

The launch comes during a year of explosive growth for Madison Reed—and the brand aims to  expand its loyal customer base with Walmart.

The retailer is turning into a top beauty destination with approximately 240 million customers visiting more than 10,500 Walmart stores and its numerous eCommerce websites in 19 countries.

Madison Reed is also available at its 87 Hair Color Bars, on its DTC website, Amazon, Ulta Beauty, and select Ulta Beauty at Target stores, and select Target locations.