A fresh look for the CVS brand customers trust

CVS Pharmacy^® health and wellness products have a new simplified design to make shopping easier 

CVS Pharmacy^® is rolling out a new look for its largest owned brand of over-the-counter health and wellness products starting this June. Guided by feedback from thousands of customers to ensure their needs were met in the new design, the refreshed CVS brand packaging aims to make it easier than ever for customers to quickly find the solutions they need whether shopping in store or online.

“We’ve heard from customers that shopping for health and wellness products can be overwhelming with so many options available,” said Musab Balbale, Chief Merchandising Officer at CVS Health^®. “By bringing easier-to-understand packaging together with our trusted brand of products, we’re simplifying the shopping experience to better support customers on their health care journey.”

The updated CVS brand packaging will begin hitting CVS Pharmacy shelves in June 2025 starting with 68 pain reliever products. The rollout of the full suite of almost 3,000 health and wellness products across more than 20 categories is expected to be completed in 2026, with several categories, including cold, allergy, children’s remedies and digestive health, debuting new packaging over the next several months. 

Here's what customers can expect when shopping the CVS brand: 

• A simplified CVS logo to streamline packaging and enhance brand visibility on shelf 

• Clearer labels and easier-to-read text that make product benefits and features easier to understand at a glance

• Product image and comparison information featured more prominently to allow for easier selection and quicker identification of products

• Children and baby products featuring a friendly ladybug character to help parents easily identify products that are intended for children and babies

   

Inside the new packaging, customers will find the same trusted health and wellness products, with the same quality and value, that they’ve come to expect from CVS Pharmacy private-label brands, backed with a 100-percent money-back guarantee.^* Today, 92% of Americans say they trust CVS Health brand products, with more than half saying they trust them strongly.^*

“We are always looking to improve the customer experience at CVS Pharmacy,” said Mike Wier, Vice President of Store Brands at CVS Health. “Continuing to innovate with our owned brand offerings is one of the ways we achieve this. With this evolution of the CVS brand, we’re not only simplifying shopping for customers, but we’re also aiming to become the health and wellness brand they think of first when seeking trusted solutions that deliver value and convenience.” 

This latest refresh of the CVS brand is one of many initiatives implemented across CVS Pharmacy brands in recent years. In 2023, CVS innovated its beauty portfolio by transitioning Beauty 360 to a new streamlined look under the CVS Beauty brand and launching the one+other beauty and personal care brand, which features a collection of inclusively designed universal tools. Most recently, in 2024, CVS introduced Well Market, a consumables line featuring snacks, beverages and groceries with innovative flavors that cater to diverse taste preferences. 

Customers can easily find CVS brand over-the-counter health and wellness products at over 9,000 CVS Pharmacy locations nationwide or online at CVS.com. To explore and shop CVS Pharmacy’s brands, visit www.cvs.com/ourbrands