In Brands, Retail, Trend

Making its debut to the US market in 2015, just three years later K-Beauty is on its way to becoming ubiquitous. From luxury to mass retail, K-Beauty has found its way into merchandising assortments and into US homes.

CVS got into the category in 2017, doubling down on K-Beauty through a partnership with the Korean-American cosmetics brand Kiss Products to develop Joah. The line consists of 158 items, including eye shadows, brow products, lipsticks, and face products like powders and contour palettes, plus tools, with prices capping at $16.00.

Joah will be available online and in 4,000 brick-and-mortar stores next month.

Read more on Quartzy.

Photo: Joah via Instagram

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