CVS and Kiss to capitalise on K-beauty’s popularity with new brand Joah

CVS and Kiss to capitalise on K-beauty’s popularity with new brand Joah

Kiss Products is collaborating with CVS to launch a new brand inspired by the K-beauty wave, according to a report published by WWD.

Joah, which is Korean for ‘I like it’, boasts Korean-American heritage thanks to Kiss founder’s South Korean roots and comprises 156 SKUs across eyes, lips, brow and face. The brand will debut online this month and hit shelves in 4,000 CVS stores through September.

“We feel this is the right time for this brand given what is going on with K-beauty,” Annette DeVita-Goldstein, SVP of Global Marketing at Kiss told WWD. “CVS was the perfect partner given their support of K-beauty.”

“K-beauty has driven fun, excitement and trend to the facial-care category, and is now a natural fit, and rapidly growing in the cosmetics landscape. It is a line of cosmeitcs that invites you to have fun and enjoy your make-up experience. We continue to find new ways to expand upon our current offerings, particularly when it comes to K-beauty inspired brands like Joah that encourage playful exploration through cosmetics,” added Andrea Harrrison, Senior Director, Divisional Merchandising Manager of Beauty at CVS.

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