Yes, it is in the beauty section. At my Walmart (in OH) it is at the end of one of the make up isles, at the very bottom. While they do carry other products in this brand there, the display is much smaller so try looking near the smaller brand displays. They had it by the 'FLOWER' cosmetics brand and across from E.L.F at my store. I'm sure each store is set up differently but if you're looking at Walmart, it is indeed in the beauty section. :) Hope this helps!