JOAH – a color cosmetics brand inspired by K beauty – launches at CVS

By Deanna Utroske

- Last updated on GMT

image courtesy of the brand
image courtesy of the brand
Most K beauty in the States is skin care, purportedly because of a difference in consumer skin tones between the Korean and US markets. Taking inspiration from the K beauty movement, New York – based Kiss Products Inc. is departing from the norm and launching a full makeup collection at mass-market retailer CVS.

Explaining how the brand is translating Korean skin care into a color cosmetics collection, Annette DeVita-Goldstein, senior vice president of global marketing at KISS Products, tells the press, “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 skincare is known for to the world of color cosmetics,” ​says DeVita-Goldstein in a media release about the newly launched makeup line.

The collection

The JOAH product line is made up of 158 SKUs across eyes, lips, brows, complexion, and brushes; and is priced between $2.99 and $15.99.

According to the media release, the collection includes 4 liquid eyeliners, 6 gel eyeliners, and an auto eyeliner. There are 4 different mascaras and 2 eyeshadow palettes. Brow products come in 5 different pencil formats and several colors. Complexion products in the JOAH line include 2 primers, 11 concealers, 8 liquid foundations, 3 cushion foundations, 4 BB creams, 3 setting powders, and 2 makeup setting sprays. There’s a highlighter, a bronzer, and a couple of contouring palettes.

And there is a bit of skin care in the JOAH collection too: 3 masks, makeup wipes, and wipes to remove eye and lip makeup.

“These phenomenal products are fun and easy to use, while delivering great color payoff, sophisticated finishes and effects,” ​DeVita-Goldstein tells the press. “We are thrilled to partner with CVS, the ideal K-beauty destination, to introduce JOAH to our consumers.”

The location

Last year CVS teamed up with Alicia Yoon, founder of Peach & Lily to bring K beauty in to the store, as Cosmetics Design reported​.

And this latest product launch seems to be an extension of that initiative: We're excited to exclusively launch JOAH, a brand that mirrors CVS Pharmacy's belief in having fun with beauty,”​ Andrea Harrison, senior director and divisional merchandising manager of beauty at CVS Pharmacy, says in the media release.

“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.”



Deanna Utroske, Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.


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