New K-beauty-inspired and ‘unapologetically girly’ brand launches

JOAH, from KISS Products, will roll out to 4,000 CVS Pharmacy stores across the UK

New K-beauty brand JOAH from KISS Products has launched across the US.

JOAH, which is Korean for ‘I like it’, will feature 158 products across lip, eye, brow, face and includes a range of cosmetics brushes for brows, eyes and face from US$2.99.

The brand’s ethos is said to be feminine and ‘unapologetically girly’.

KISS Products’ SVP Global Marketing, Annette DeVita-Goldstein, said: “For JOAH, the K-beauty philosophy is our inspiration.

“We wanted to bring the caliber of innovation and state-of-the-art formulations that Korean beauty skin care is known for to the world of colour cosmetics.”

The products will also be launching exclusively at CVS Pharmacy in 4,000 locations across the US.

DeVita Goldstein added: “We are thrilled to partner with CVS, the ideal K-beauty destination.

“These phenomenal products are fun and easy to use, while delivering great colour payoff, sophisticated finished and effects.”

Meanwhile, CVS Pharmacy’s Senior Director, Divisional Merchandising Manager, Andrea Harrison, said: “We’re excited to exclusively launch JOAH, a brand that mirrors CVS Pharmacy’s belief in having fun with beauty.

“We continue to find new ways to expand upon our current beauty offerings, particularly when it comes to K-beauty inspired brands like JOAH that encourage playful exploration through cosmetics.”

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