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.

PSFK provides access to this article and every report, case-study, interview, and analysis that we publish for our members. PSFK Professional Membership also unlocks accessto unlimited customized research assistance and our database of over 100,000 insights on innovation trendspanning across eight industry sectors—from culture and brand to retail and customer experience.
Already a members? Log in