Maly Bernstein, vice president of beauty and personal care, discusses the retailer's radical makeover of the category via new concept stores featuring trendy brands and immersive experiences—including Glamsquad salon services

A “trending now” wall of Instagram-driven makeup brands, K-Beauty shops curated by Korean-beauty influencer Alicia Yoon. Sounds like the makings of some hipster DTC upstart? Try CVS.

The drugstore chain’s four new BeautyIRL stores introduce a radical makeover of the category, nearly doubling the space devoted to the business in a redesign that spotlights indie brands and on-demand salon services via a new partnership with Glamsquad.

Taking a page from specialty chains like Sephora and Ulta: The concept stores reimagine beauty to encourage shopper discovery of new brands and trends, playing host to popup shops and fresh “breakthrough” experiences, like a Test-And-Play hygiene bar.

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