In April 2017, CVS is rolling out their very own K-Beauty initiative with the launch of K-Beauty HQ at more than 2,100 stores nationwide. This huge launch to thousands of stores, makes this one of the largest Korean makeup initiative globally.
Alex Perez-Tenessa, VP of Merchandising for Beauty and Personal Care at CVS Pharmacy said Thursday, “With the launch of the new K-Beauty HQ, we’re able to deliver an extensive collection of new, on-trend products across healthy skincare and playful beauty.”
And they’re not just adding a couple products to the shelves, CVS will be carrying more than 100 South Korean beauty products, some of which will be exclusive to CVS. CVS partnered with the well known Korean beauty e-retailer, Peach & Lily, to find a curate the products they will sell.
Products will include sheet masks, skin care routines, and more with popular Korean ingredients like egg oil and snail mucin. Peach Slices (Peach & Lily’s playful Korean beauty brand) will be heavily in rotation on the shelves as will other key brands like Elisha Coy, The Saem, and Holika Holika.