CVS Pharmacy, a US-based drugstore retailer, is launching K-Beauty HQ, a selection of specially curated South Korean beauty brands and products, into stores across the US.
The launch will see more than 100 products from best selling Korean beauty brands make their debut in CVS, including Holika Holika cosmetics and skin care, sheet mask brand Ariul and natural brand The Saem.
The K-Beauty HQ will also feature products exclusive to CVS, such as Ariul's EGG Collection made using egg oil, an ingredient which is said to be new to the US and helps reduce inflammation, boost elasticity and fight free radicals for a radiant complexion.
Alex Perez-Tenessa, Vice President of Merchandising for Beauty and Personal Care at CVS Pharmacy, said: "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.
"With the launch of the new K-Beauty HQ, we're able to deliver an extensive collection of new, on-trend products across healthy skin care and playful beauty, further establishing CVS Pharmacy as the leading health and beauty destination."
The company partnered with Alicia Yoon, Founder of Korean beauty e-tailer Peach & Lily, to curate the selection of brands and products sold in its K-Beauty HQ.
As part of the launch, Yoon will also launch her new beauty brand, Peach Slices, exclusively into CVS Pharmacy.
The collection features nine products, made using natural ingredients and said to make K-beauty “lighthearted, easy and effective”.
Yoon added: "I'm thrilled to be involved in this launch as CVS Pharmacy is creating one of the largest K-beauty programmes in the world.
“While Korean beauty has been steadily growing in popularity, there are still so many people who cannot easily access Korean beauty products, so this launch will really bring the products to everyone.“
"CVS Pharmacy's focus on health and beauty is at the core of Korean beauty ideals, and the products specially curated for the K-Beauty HQ will delight and deliver results at a great price."
This is not the first time Yoon has curated a K-beauty collection; she also worked with Target on the launch of its dedicated Korean beauty department this January.
CVS Pharmacy is set to roll out K-Beauty HQ into 2,100 of its stores across the US and online at cvs.com from April.