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CVS makes splash in Korean beauty care

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New K-Beauty HQ concept to roll out to 2,100 stores

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WOONSOCKET, R.I. — This spring, CVS Pharmacy plans to bring a sampling of the burgeoning Korean beauty care scene to its stores with the launch of K-Beauty HQ at 2,100 locations.

CVS said Wednesday that it will offer more than 100 new products from South Korean beauty brands — including some exclusive items — via the K-Beauty HQ concept, making it one of the largest Korean beauty initiatives globally.

The curated K-Beauty selection features eye-catching and easy-to-understand products, including benefit-focused masks, multistep skincare regimens, whimsical cosmetics and innovative ingredients such as egg oil and snail mucin, among others, according to CVS.

Shoppers will be able to browse and learn more about the new Korean beauty brand collection through in-store education. In addition, a dedicated hub on CVS.com will provide in-depth information on the K-Beauty trend, key products and ingredients.

“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. Increasingly, we’ve seen our customers turning to CVS Pharmacy for healthy beauty — from advanced skin care to naturals — and for products that are inspiring, fun and new,” Alex Perez-Tenessa, vice president of merchandising for beauty and personal care at CVS Pharmacy, said in a statement. “With the launch of the new K-Beauty HQ, we’re able to deliver an extensive collection of new, on-trend products across healthy skin care and playful beauty.”

Plans call for the K-Beauty HQ to roll out in April 2017 to CVS drug stores nationwide and online at CVS.com.

CVS said it partnered Korean beauty expert Alicia Yoon, founder of Korean beauty e-retailer Peach & Lily, to curate the K-Beauty HQ selection of skin care and makeup from seven brands. Yoon also will launch her new Peach Slices beauty brand exclusively at CVS Pharmacy. The line will include nine K-Beauty products with innovative, gentle and natural ingredients like honey and yuzu, as well as natural cotton masks containing no harsh chemicals, dyes, alcohol, parabens or sulfates.

Other CVS-exclusive K-Beauty brands that will become available for the first time in the United States include waterless fruit-based Frudia skin care; Elisha Coy, with naturally derived ingredients such as snail mucin; JJYoung by Caolion Lab, with formulas that steam and cool for facials on-the-go; and the Ariul EGG Collection, with new-to-the-U.S. egg oil for a brighter complexion.

Other best-selling Korean beauty brands earmarked for the K-Beauty HQ include the mask brand Ariul, with a juice cleanse-inspired line; Saem natural products with ingredients sourced from around the world; and the Holika collection, with the Sanrio-inspired Gudetama peeling gels and oil-to-foam cleansers.

“I’m thrilled to be involved in this launch, as CVS Pharmacy is creating one of the largest K-Beauty programs in the world,” Yoon stated. “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. 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.”


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