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CVS Pharmacy Announces the Expansion of its BeautyIRL Experience to Nearly 50 Locations

October 22, 2019 | Pharmacy

The experiential format will feature express GSQ by GLAMSQUAD beauty services through an exclusive retail partnership with Glamsquad

GSQ by GLAMSQUAD products to launch exclusively at CVS in select stores

WOONSOCKET, R.I. — CVS Pharmacy, the retail division of CVS Health (NYSE: CVS), today announced the expansion of BeautyIRL, its highly interactive beauty department, into nearly 50 stores by the end of 2019. The store concept, which is designed to encourage the discovery of new brands and trends will launch in key markets including New York City, Los Angeles, Miami and Boston.

The expanded and redesigned beauty department features new social and indie brands, a mini must-have shop, rotational pop-ups and new beauty services, GSQ by GLAMSQUAD, offered through an exclusive retail partnership with Glamsquad. The services, which are rolling out through the end of this year, include express blowouts, dry styling/braids, single-feature or full makeup applications, and more as well as pro-level piercings in partnership with Studex. The expansion to additional markets stems from the success of four pilot locations, which launched in August of 2018.

“In today’s rapidly evolving beauty retail landscape, customers want three things: brands, experience and service,” said Maly Bernstein, Vice President, Beauty and Personal Care for CVS Health. “We are incredibly excited at how customers responded to our BeautyIRL format, which drew Millennials and Gen-Z customers at impressive rates and showed customer growth across several age groups. As one of the nation’s largest health and beauty retailers, we recognized an opportunity to deliver a more inspiring, interactive in-store shopping experience for our customers and we’re excited to expand this format into additional markets.”

Since their launch in 2014, Glamsquad has disrupted the beauty industry by using technology to deliver personalized and convenient beauty service experiences to their customers. The CVS and Glamsquad partnership is an opportunity to deliver an omni-channel service experience to existing and new customers and provide an avenue for customer application and sampling of new, trend-driven product offerings.

In addition to offering Glamsquad services within the new beauty store concepts, CVS is exclusively launching GSQ by GLAMSQUAD, a line of essential hair care, beauty tools and daily routine heroes. Born out of Glamsquad and CVS’s shared desire to democratize beauty and developed with the Millennial and Gen Z consumers in mind, the line features expertly-designed formulas and highly-covetable styles, with every product selected and perfected by a community of beauty experts.

Offering a comprehensive selection of cross-category, yet complementary products, GSQ by GLAMSQUAD revolutionizes the beauty landscape by providing CVS customers easier access to both salon-quality services, and now, salon-quality products, at an accessible price point.

“GSQ by GLAMSQUAD was created to bring the ethos of Glamsquad to a national market at an accessible price point,” said Amy Shecter, CEO for Glamsquad. “This holistic line of complementary products across multiple categories includes hair care, beauty tools and accessories. We are excited to debut this brand at CVS as we share a similar mission: democratizing beauty and helping women look and feel their best.”

To learn more about CVS Pharmacy's new beauty experience and GSQ by GLAMSQUAD, visit

About CVS Pharmacy

CVS Pharmacy®, the retail division of CVS Health (NYSE: CVS), is America's leading retail pharmacy with over 9,900 locations. It is the first national pharmacy to end the sale of tobacco and the first pharmacy in the nation to receive the Community Pharmacy accreditation from URAC, the leading health care accreditation organization that establishes quality standards for the health care industry. CVS Pharmacy® is reinventing pharmacy to help people on their path to better health by providing the most accessible and personalized expertise, both in its stores and online at General information about CVS Pharmacy® and CVS Health is available at

About Glamsquad

Glamsquad is a next generation, omni-channel beauty brand offering premium services and products. Glamsquad brings the salon experience directly to you, delivering hair, makeup and nail services to your home, office or hotel. Connecting beauty professionals and customers through its data-driven platform, and with its branded beauty line of hair and makeup products, Glamsquad has built a company on the foundation of personalization and customization. Services are offered across Los Angeles, the greater New York City area, San Francisco Bay Area, Boston, Miami, and Washington DC, and hair and makeup products are sold nationwide. For more information, please visit

Media Contact

Stephanie Cunha
CVS Pharmacy