CVS/pharmacy is launching a premium beauty care line developed by makeup professionals and beauty experts.

CVS/pharmacy, Makeup Academy, premium beauty care line, makeup professionals, beauty experts, CVS drug stores, lip products, false eyelashes, makeup brushes, George Coleman, store brands, beauty accessories, cosmetics, CVS shoppers

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CVS unveils exclusive, premium beauty collection

August 7th, 2014

WOONSOCKET, R.I. – CVS/pharmacy is launching a premium beauty care line developed by makeup professionals and beauty experts.

Makeup Academy offers high-quality formulations, in-demand shades and refined packaging, CVS said.

Called Makeup Academy, the exclusive beauty collection is slated roll out to CVS drug stores this month and include more than 145 products in three categories: lip products, false eyelashes and makeup brushes.

Prices for Makeup Academy products, which also will be available at, will range from $5 to $26, CVS said Thursday.

Designed specifically for CVS/pharmacy, the collection was developed under the same Makeup Academy brand as the popular U.K. line and brings distinctive, high-quality formulations along with in-demand shades and refined packaging, according to CVS.

The drug chain noted that, based on insights into the needs of CVS' 35 million-plus weekly shoppers, 80% of whom are women, the launch collection has been carefully developed in key categories.

CVS noted that the MUA launch products reflect the needs of its beauty shoppers.

For example, lip products are the No. 1 impulse purchase by CVS shoppers, and the Makeup Academy line features more than 100 lip products. The Color Infused Balm ($9) delivers hydration and sheer pigment, while the Lip Color Crayon ($8) offers no-mess color application. The Liquid Lipstick ($10) provides rich, saturated color and a velvet matte finish.

Meanwhile, Makeup Academy's brush collection is designed to make it easier to create flawless makeup looks — affordably. The Pro BB/CC Cream Brush ($19) enables expert blending, blurring and diffusing, and the Pro 5 Piece Travel Set ($21) provides a mix of natural and synthetic fibers and short handles for definition and control on the go.

CVS said that lash has been its fastest-growing beauty category for the last three years. With that in mind, Makeup Academy brings a wide array of options for both false lash beginners and pros. The Natural Ultra Fine Lashes ($5) provide a subtle flutter look, and the Glamour Volume Boosting Lashes ($5) offer mega volume from fanned-out fibers. Also, the Individual Lash Starter Kit ($10 allows makeup aficionados to create an individual look by combining short and long lashes.

"Makeup Academy is another example of our dedication to first-to-market innovation within the store-brand category," George Coleman, vice president of store brands at CVS/pharmacy, said in a statement. "We are proud to introduce this professionally designed, premium cosmetics and beauty accessories line, developed specifically to surprise and delight our beauty customers when they visit their local CVS/pharmacy."

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