BENTONVILLE, Ark. — Wal­mart has been adding new on-trend brands at a fever pitch. As part of its quest to find what’s new and in demand, the company recently announced Walmart Start, a new accelerator program designed to help up-and-coming beauty brands succeed and scale at mass.

In just the last year Walmart added about 70 new and emerging brands, such as UOMA by Sharon C; Lottie London; Skin Proud; Bubble; and Nou from Procter & Gamble Co.

Now the company wants to help kick-start others. Five unique brands will be chosen to receive access to various resources, including executional and operational individualized support, specific to launching successfully at Walmart. Walmart Start is specially focused on preparing brands to execute a potential 1,000-plus store and online launches at Walmart in the next year.

Applications can be submitted through RangeMe from February 18 through March 7. Finalist brands being considered for Walmart Start are invited to participate in virtual meetings with Walmart beauty merchants to share why their brand is a standout. The final brands selected will be announced in May.