In Brands, Retail

Alicia Yoon is one busy lady. She’s become the K-Beauty go-to expert for retailers from Barneys to Macy’s and from Target to CVS Pharmacy, curating assortments from the hottest Korean products including her Peach & Lily brand. CVS launches K-Beauty in April with an assortment that will include more than 100 products from seven brands, including Yoon’s new nine-SKU Peach Slices brand, which will be exclusive to CVS. According to the press release, the 2,100 store nationwide and online launch makes it one of the largest Korean beauty initiatives globally.

“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. 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,” 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 skincare and playful beauty, further establishing CVS Pharmacy as the leading health and beauty destination.”

In addition to Peach Slices, the following brands will be sold for the first time in CVS exclusively:

  • Waterless fruit-based Frudia
  • Elisha Coy with naturally derived effective ingredients such as snail mucin
  • Pore-focused JJYoung by Caolion Lab
  • Ariul EGG Collection with new-to-the-U.S. egg oil

Brands rounding out the CVS assortment and significantly expanding their distribution footprint in the US are:

  • Best-selling mask brand Ariul
  • Saem natural products
  • Whimsical Holika collection

With the penetration of K-beauty from luxury to mass and the lack of differentiation in the assortments, it begs the question: is South  Korean beauty reaching a saturation point?

Read the full press release on PR Newswire.

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