K Beauty ‘global movement’ grows with new CVS expansion

K Beauty ‘global movement’ grows with new CVS expansion

The K Beauty trend is ramping up a notch with CVS set to expand its Korean cosmetics offerings across 2,100 stores and is being led in the movement by Alicia Yoon, a K Beauty expert.

Founder of Peach and Lily, a K Beauty e-shop, Yoon is said to be helping CVS navigate the expansion, which will see over 100 new brands, as well as other popular favourites, and launch them into new CVS boutiques, named K-Beauty HQ, according to WWD.com.

Alex Perez-Tenessa, CVS Vice President, Merchandising Manager of Beauty told WWD, “We wanted to do this in a big way – not just a few items, not just a few stores. K-beauty is much more than just trend. We think it is a global beauty movement and something our customers are ready for and demanding.”

The new products will be found in stores as of next month and include Yoon’s personal diffusion line Peach Slices, Holika Holika Pig Nose Clear Blackhead kit and purifying pore packs from JJ Young by Caolion.