Having only launched in February of 2023, start-up skincare brand Current State is expanding into 2,000 Walmart stores nationwide. The brand is built around the idea that users should care for their skin by becoming their own skincare experts. 
 
“We are thrilled to be launching in Walmart to make Current State more accessible and to introduce our brand to a wide and diverse audience with the largest retailer in the world,” said co-founder Emily Parr who also founded skincare brand HoliFrog.
 
Parr was inspired to create Current State, to address Situational Skincare, offering “clean,” multi beneficial products that stray away from old-school “skin type” categories like oily, dry and combination. Rather than focusing solely on skin type categories, the brand combines skin type with skin concerns to address overall skin needs.
 
Current State’s philosophy encourages customers to become their own experts for well-balanced skin, preaching that “your skin tells you what you need.”
 
“What does my skin need to be in a state of homeostasis? We all want energized and smooth, radiant, and toned skin. Current State seeks to bring the same kind of attention we bring to our diet and lifestyle to our skin: care that’s in tune to our skin’s fluctuating needs,” Parr explained.
 
Coining the motto “follow your skintuition,” Current State offers a range of products that allow customers to listen to their skin needs and treat the multitude of concerns customers have, according to Parr.
 
“It’s totally natural for a customer to have dry, acne-prone skin,” explains Parr. “However, if you are just treating the dry skin ‘type’ then you are not necessarily addressing the acne aspect. That’s why we push customers to have a relationship with their skin, so they can better devise a skincare strategy based on their skin’s current needs.”
 
All formulas are designed to by multi-functional through “intuitive” ingredients, according to the brand. 

Current Core:

All of the ingredients used are non-toxic, harm-free, and clinically testing for safety and made to benefit the skin. Products include what the brand calls Current Core 6 skin-food groups which encompasses vitamins, antioxidants, non-fragrant plant oils, plant extracts, exfoliants, skin-identical hydrators and strengtheners and cell communicating ingredients.
 
Parr also created the Current Core, or the 6 skin-food groups, which she believes are ingredients that the skin needs to be well-rounded and healthy. Parr created easy to follow icons that correspond with each skin-food group, so customers know what Current Core skin-food groups are in each product.
 
Acting similar to the food pyramid, the Current Core acts as an outline of the different ingredients one’s skin needs a little bit of each day.
 
“When it comes to skin,” Parr added, “I found that many customers are choosing based on what their skin is craving or sometimes even demanding the most. This is an easy cheat sheet for ensuring you stock up on what your skin needs most.”


The gel cleanser has 10 intuitive ingredients including marshmallow root extract, strawberry fruit extract and probiotics to hydrate skin, reduce the appearance of redness and pores and leave the skin barrier and microbiome balanced.
 
Current State’s product lineup features three face cleansers, two moisturizers, three serums, and an eye cream.
 
Seven products will be sold in store and online at Walmart.
 
“This retailer provides an unmatched growth opportunity for our brand, and we couldn’t be prouder to collaborate with Walmart as we grow our community,” Parr said.