Viking Revolution Launches in 900 Walmarts
HEALTH & BEAUTY
On the heels of a record year, with $50M in sales in 2025, Viking Revolution is bringing its collection of beard oils and hair care products to Walmart.
The men's grooming category is witnessing a major shift as digital-first brands begin to dominate physical shelf space. Today, Viking Revolution announced a massive retail expansion, launching its core product line in 900 Walmart locations across the United States.
The expansion follows a record-breaking year for the brand, which reported $50 million in revenue for 2025.
Scaling "Ruggedness"
Since its inception in 2016, Viking Revolution has been a standout performer in the e-commerce space, amassing over 400,000 five-star reviews and establishing a dominant presence on Amazon and TikTok Shop. However, the move into Walmart marks what founder Victor Mendoza calls a "significant inflection point" in the brand's evolution into an omni-channel leader.
“We are setting ourselves apart as the go-to beard and hair care brand for the hard-working, everyday man,” said Mendoza. The brand’s philosophy centers on enhancing "natural ruggedness" rather than pushing a sanitized version of grooming, using ingredients that pay tribute to the sea, forest, and camp.
Assortment and Shelf Presence
Walmart shoppers will now find Viking Revolution’s core staples in the Personal Care aisle, including:
Beard Care: Oils, balms, washes, and conditioners.
Hair & Shave: Sea salt hairspray and shave cream.
Lifestyle: Solid cologne.
To prepare for the move to brick-and-mortar, the brand introduced retail-optimized packaging designed specifically to enhance shelf presence and quickly communicate product benefits in high-traffic store environments.
The "Challenger Brand" Advantage
For Walmart, bringing in a digitally native favorite like Viking Revolution is a strategic move to tap into pre-existing consumer loyalty. Jerrit Davis, VP of Personal Care Merchandising at Walmart, noted that these brands are "shaping today's grooming category" by offering high quality at accessible price points.
Viking Revolution is part of the Essor portfolio, a platform dedicated to supercharging digital challenger brands into "iconic global legends". This Walmart launch is a clear execution of that "flight plan," following a successful 2025 entry into Sprouts.
The Omni-Channel Requirement
In 2026, being "best-in-class" on Amazon is no longer enough to maintain market dominance. The Viking Revolution expansion proves that for a brand to truly scale, it must master the seamless digital-to-physical journey. By moving into 900 Walmarts, Viking isn't just selling beard oil; they are securing the physical "top-of-mind" awareness that ensures longevity in a crowded market. For digital natives, the shelf is the new frontier.