Global beauty brand KISS — known for everything from press-on manicures and eyelashes to flat irons and hair dyes — has just a launched JOAH, a new K-beauty inspired cosmetics line. In an exclusive partnership with CVS, the 158-product line will line the shelves of 4,000 CVS Pharmacy locations and will be available online.
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The new lineup includes a wide range of “fiercely feminine” beauty offerings including a charcoal wash off face mask, brow products, 40 shades of lipsticks, six shades each of lip glosses, tinted lip balms and lip liners, makeup primer, and remover and more. The line also offers foundations and cc creams but the limited shades are definitely geared towards the fairer skinned.
K-beauty, a term coined for South Korean skin care focused on health and hydration, has seen exponential growth in the U.S., growing from a fad just two years ago to a beauty industry must-have. JOAH, which is Korean for “I like it” marks the first full range K-beauty line to hit the mass market.
“For JOAH, the K-beauty philosophy is our inspiration,” says Annette DeVita-Goldstein, Senior Vice President Global Marketing at KISS Products, Inc. “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. These phenomenal products are fun and easy to use, while delivering great color payoff, sophisticated finishes and effects. We are thrilled to partner with CVS, the ideal K-beauty destination, to introduce JOAH to our consumers.”
Each item retails between $2.99 and $15.99 a piece. Check out the full line here.