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CVS Teams With Kiss Products for K-beauty Line

Kiss Products Inc., best known in the mass market for artificial nails and eyelashes, is getting into the K-beauty cosmetics business. The Korean-American brand — its founder is of South Korean ancestry — is launching Joah, Korean for “I like it,” this month exclusively on cvs.com. In September, it will be distributed in about 4,000 CVS doors, according to Andrea Harrison, senior director, divisional merchandising manager of beauty at CVS. This is the latest move for CVS as the retailer doubles down in the beauty category. In the past two years, CVS has added more exclusives and first-to-market beauty launches to keep shoppers from migrating online or to specialty doors. While CVS stocks some K-beauty cosmetics in select doors, Joah is a full line consisting of 158 stockkeeping units — 23 eye items, 19 brow products, 64 lip choices, 47 face options and five brushes. CVS will position the line in prime end of aisle locations. The brand is thought to be the first full-range mass K-beauty-inspired cosmetics line in the mass market. Prices range from $2.99 for cosmetics wipes to $15.99 for products such as a cream contour palette. According to Harrison, Joah mirrors the retailer’s belief in having fun with beauty, while delivering

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