CVS Pharmacy introducing Korean beauty range

CVS Pharmacy is introducing Korean beauty products to the US, launching its K-Beauty HQ concept at 2100 stores across the nation.

In one of the largest Korean beauty initiatives globally, more than 100 products – some exclusive to CVS – are being rolled out from this month in a partnership with Korean beauty expert Alicia Yoon, founder of e-retailer Peach & Lily.

CVS VP of merchandising for beauty and personal care Alex Perez-Tenessa says the curated selection features innovative products including masks, skincare regimens, “whimsical” cosmetics and innovative ingredients such as egg oil and snail mucin.

“While Korean beauty has been steadily growing in popularity, there are still so many people who cannot easily access the products,” says Yoon. “CVS Pharmacy’s focus on health and beauty is at the core of Korean beauty ideals.”

Yoon will also launch her Peach Slices beauty brand exclusively at CVS Pharmacy. It includes nine K-beauty products with natural ingredients like honey and yuzu, and natural cotton masks without chemicals, dyes, alcohol, parabens or sulfates.

K-beauty brands available for the first time in the US at CVS Pharmacy include waterless fruit-based Frudia skincare, Elisha Coy with naturally derived ingredients to help replenish skin moisture and support cell regeneration, pore-focussed JJYoung by Caolion Lab, and Ariul Egg Collection to help reduce inflammation, boost elasticity and fight free radicals.

Other brands include Ariul mask, Saem natural products, and the Holika collection with its Sanrio-inspired Gudetama peeling gels.

As well as stores, K-Beauty HQ products will be available online.