CVS is taking a page out of Sephora’s book by offering a variety of Korean skincare products. Korean skincare brands became popular in the US because they introduced several new ingredients such as Propolis from bees and Centella Asiatica that improves skin composition, as well as very cute packaging and branding. Now, CVS has its own K-beauty brand JOAH.
JOAH means “I like it” in Korean. And let’s be real, what’s not to like about this line? They offer lip, eye, brow, and skin makeup products that are in bright, fun packaging. You’ll feel uber-confident pulling these babes out of your purse.
Their Truly Yours liquid foundation is only $8 but is equally hydrating and smoothing as it is brightening and covering up blemishes.
They have elegant and popping eyeshadow colors that rival big brand competitors. Their nude palette is called Birthday Suit and is $10.
We also love their matte liquid lipstick that comes in 10 shades for $7 each.
Honestly, all of this looks too good to be true, but you need to try it for yourself. Maybe try out this look:
