The K-Beauty HQ boutiques will feature a collection of beauty brands curated by Alicia Yoon, a trailblazer in the K-Beauty cosmetics and skin care trend that has exploded across East Asia, North America and Europe and shows no signs of abating.
In the United States, Yoon has helped popularize South Korean beauty products through collaborations with such retailers as Target Corp. and Macy’s Inc., as well as through Peach & Lily, her New York-based company that offers Korean beauty products through its website and two brick-and-mortar stores.
“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,” said Alex Perez-Tenessa, vice president of merchandising for beauty and personal care at CVS Pharmacy. “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, further establishing CVS Pharmacy as the leading health and beauty destination.”
Korean beauty has flourished with cutting-edge products combining such exotic natural ingredients as snail mucin and pig collagen with innovative marketing strategies and eye-catching in-store displays.
For Yoon, the collaboration with CVS represents a chance to get her products into more stores and diversify the Peach & Lily imprint through a new Peach Slices brand that is exclusive to the retail pharmacy chain. For its part, CVS expects to make Korean beauty accessible to a wider audience.
“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 said in a statement. “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.”
CVS is rounding out the K-Beauty offerings with a selection of other hard-to-find beauty brands that are new to most U.S. consumers, including the best-selling mask brand Ariul, the Saem line of natural products and the Holika collection with the Sanrio-inspired Gudetama peeling gels and cleansers.
Other brands exclusive to CVS in the U.S. are waterless fruit-based Frudia skin care; Elisha Coy, with naturally derived effective ingredients to help replenish skin’s moisture and support cell regeneration; pore-focused JJ Young by Caolion Lab; and the Ariul EGG collection, which introduces egg oil to American consumers.