JOAH cosmetics line officially launches at CVS

Kiss Products Inc. has officially announced the launch of JOAH, a new K-Beauty inspired cosmetics line available exclusively at CVS.com and at nearly 4,000 CVS Pharmacy locations nationwide.

JOAH stands for “I like it,” in Korean.

“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.”

The JOAH line features 158 SKUs spanning across lip, eye, brow, face and cosmetic brush segments. The names and colorful packaging reflect the JOAH attitude which is fearlessly feminine and unapologetically girly.