K-beauty inspired JOAH launches at CVS

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NEW YORK —  KISS Products, Inc. is excited to announce JOAH, a new K-beauty inspired cosmetics line is available exclusively online at and rolling out in an estimated 4,000 CVS Pharmacy locations nationwide.

JOAH – which is Korean for “I like it” – is the first full-range K-beauty inspired cosmetics line available to the mass market, offering easily achievable beauty benefits, on-trend colors, and innovative high performance formulas.

“For JOAH, the K-beauty philosophy is our inspiration,” says Annette DeVita-Goldstein, senior vice president global marketing at KISS Products, Inc.  “We wanted to bring the caliber of innovation and state-of-the-art formulations that Korean beauty skincare is known for to the world of color cosmetics.  These phenomenal products  are fun and easy to use, while delivering great color payoff, sophisticated finishes and effects.  We are thrilled to partner with CVS, the ideal K-beauty destination, to introduce JOAH to our consumers.”

“We’re excited to exclusively launch JOAH, a brand that mirrors CVS Pharmacy’s belief in having fun with beauty,” says Andrea Harrison, senior director, divisional merchandising manager – Beauty at CVS Pharmacy. “We continue to find new ways to expand upon our current beauty offerings, particularly when it comes to K-beauty inspired brands like JOAH that encourage playful exploration through cosmetics.”

The JOAH line features 158 skus spanning across the lip, eye, brow, face, and cosmetic brush segments. Price points range from $2.99 to $15.99.  The playful names and colorful packaging reflect the JOAH attitude -– fearlessly feminine and unapologetically girly.

Lip offerings include 6 shades each of lip glosses (“Mirror, Mirror”), tinted lip balms (“La Bam Balm), lip stains (“Tintation”) and lip liners (“Lip Candy”), as well as 40 shades of lipsticks in multiple formulations (“Wat-a-Matte,” “I’m Your Jelly Bae,” “Infinite Kiss,” and “Smack-a-ron”).

The eye category is made up of 4 unique liquid eyeliners (“I’m So Fly”); and 6 on-trend shades of the gel eyeliner (“Make Her Gel-Ous”) and auto eyeliner (“Eye Candy”); 4 mascara formulations (“Eye Scream”) and 2 eyeshadow palettes (“Birthday Suit”).

The brow collection (“Brow Down to Me”)  consists of 5 products available in multiple shades – an auto brow pencil, precision brow pencil, brow pencil & gel combo, wooden brow pencil and clear top coat.

The face collection spans several product segments including 11 concealers, 4 BB creams and 8 liquid foundations (“Truly Yours”). Also included: 3 cushion foundations (“Angel Food”); 2 primers, 3 setting powders and 2 setting sprays (“Selfie Ready“); 1 highlighter, 1 blush & bronzer, 1 cream and 1 powder contour palette (“Be My Everything”); 2 peel-off face masks and 1 wash-off face mask (“Skin Polish”), plus makeup wipes and a lip and eye makeup removers (“I Wipe-Tini”).

JOAH also offers high-quality makeup brushes for brows, eyes and face.



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