As summer came to an end, wellness was top of mind for shoppers during the back-to-school period, with consumers stocking up on supplements and functional beverages, while others bought protein powder and creatine to look and feel their best. Elsewhere, fragrance continued to dominate, while there was much interest in sets and value packs across all categories.

Here, a look at what performed well during the back-to-school period for five key beauty retailers.

Walmart

At Walmart , wellness stood out for back-to-school. In particular, BelliWelli, known for its viral Daily Fiber Powder, was the fastest growing brand in digestive wellness in July and August. Meanwhile, protein and creatine continue to be mainstays at the retailer with brands like Optimum Nutrition, Nutricost and Orgain

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