Korean beauty gets significant shelf space at mass market retail chain CVS

By Deanna Utroske contact

- Last updated on GMT

Korean beauty gets significant shelf space at mass market retail chain CVS

Related tags: Medicine, Human skin color

The retail pharmacy recently announced its K-Beauty HQ initiative which has 100+ products from South Korean skin care and beauty brands available online and in store as of this month.

“We are very excited to bring the latest global beauty phenomenon to CVS Pharmacy with our own exclusive K-Beauty offering, developed uniquely with our customers in mind,”​ Alex Perez-Tenessa, vice president of merchandising for beauty and personal care at CVS Pharmacy, tells the press.

The company believes that the new initiative ties in nicely with its store-wide focus on health and wellness. “Increasingly, we've seen our customers turning to CVS Pharmacy for healthy beauty – from advanced skincare to naturals – and for products that are inspiring, fun and new,”​ Perez-Tenessa says.

“With the launch of the new K-Beauty HQ,”​ he explains “we're able to deliver an extensive collection of new, on-trend products across healthy skincare and playful beauty, further establishing CVS Pharmacy as the leading health and beauty destination.”

Carefully curated

CVS partnered with Alicia Yoon, founder of the e-commerce platform Peach & Lily, to choose the right K-Beauty products for its stores. As part of the partnership Yoon will launch a new brand, Peach Slices, exclusively at CVS.

The new brand promises to be a collection that blends the natural trend with K-Beauty: “Yoon's Peach Slices brand will include nine K-Beauty products that put a clever spin on innovative, gentle and natural ingredients like honey and yuzu, and the line's natural cotton masks feature no harsh chemicals, dyes, alcohol, parabens or sulfates,” ​according to the CVS release about the new initiative.

What’s expected

Beyond the Peach Slices brand portfolio, CVS will also be selling skin care from Frudia, Elisha Coy, JJYoung by Caolion Lab, and the Ariul EGG Collection. Masks from Ariul will be included in the K-Beauty HQ initiative, as will natural beauty products from The Saem (with signature ingredients like Icelandic water), and Holika facial skin cleansing products.

Consumers and insiders alike are buzzing about the move. “I'm thrilled to be involved in this launch as CVS Pharmacy is creating one of the largest K-Beauty programs in the world. While Korean beauty has been steadily growing in popularity, there are still so many people who cannot easily access Korean beauty products so this launch will really bring the products to everyone,” ​Yoon says.

“CVS Pharmacy's focus on health and beauty is at the core of Korean beauty ideals, and the products specially curated for the K-Beauty HQ will delight and deliver results at a great price,” ​she believes.

Related topics: Market Trends, Skin Care

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