New K-Beauty headquarters to launch at 2,100 CVS Pharmacy outlets in US

US-based retail pharmacy CVS Pharmacy is set to launch new K-Beauty headquarters (HQ) in April at 2,100 stores in the country.

K-Beauty HQ will include more than 100 new sbkincare and makeup products, some of which will be exclusive to CVS.

To curate the collection, the firm has partnered with Korean beauty expert Alicia Yoon, who founded Peach & Lily's online beauty store.

CVS Pharmacy's beauty and personal care merchandising vice-president Alex Perez-Tenessa said:
"Increasingly, we've seen our customers turning to CVS Pharmacy for healthy beauty, from advanced skincare to naturals, and for products that are inspiring, fun, and new.

"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, further establishing CVS Pharmacy as the leading health and beauty destination."

The collection will focus on eye-catching products such as benefit-focused masks, multi-step skincare regimens, and whimsical-themed cosmetics.

Yoon's new Peach Slices brand comprises nine K-Beauty products, which include natural ingredients such as honey and yuzu.

Brands Frudia, Elisha Coy, JJYoung by Caolion Lab, and Ariul EGG Collection will also debut their products in the country through CVS.

In addition, the selection will include K-beauty brands Ariul, The Saem, and Holika.

K-Beauty HQ will include in-store education to make exploring and browsing the section easy, as well as a dedicated hub on CVS.com.

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Image: A CVS Pharmacy store. Photo: courtesy of Ildar Sagdejev.