Another Gigantic Change Is Coming To CVS' Beauty Aisle

Courtesy of CVS
Here's when GSQ By Glamsquad is arriving at CVS

“In today’s rapidly evolving beauty retail landscape, customers want three things: brands, experience, and service,” Maly Bernstein, vice president, Beauty and Personal Care for CVS Health, noted in a press email. And unsurprisingly, CVS is set on giving its shoppers all three of those things. On Oct. 22, the drugstore and retailer announced it would be elevating its beauty aisle once again — with the introduction of its new affordable line, GSQ by Glamsquad, on top of so much more.

This news arrives almost exactly one year after CVS' BeautyIRL shops were unveiled last October. But this time, the brand is growing upon its initial concept, adding 50 new locations to the BeautyIRL map throughout 2019, new in-store beauty services (like $35 blowouts), and new products via the GSQ by Glamsquad brand — which is exclusive to CVS. “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," Bernstein continued.

This is also a pivotal moment for Glamsquad, a beauty service and product company that launched in 2014 (and debuted its very own pared-down makeup essentials collection earlier this year). Products from its new GSQ by Glamsquad line include under-$10 beauty tools, affordable hair care, and other daily go-to items your routine probably can't live without.


"GSQ by Glamsquad was created to bring the ethos of Glamsquad to a national market at an accessible price point,” added Amy Shecter, CEO of Glamsquad. “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.”

And while you'll be able to shop your way through the GSQ by Glamsquad line online, make sure you check your local CVS to see if the in-store BeautyIRL services are available near you — besides the already established locations, the upcoming spots include stores in New York City, Los Angeles, Miami, and Boston.

Courtesy of CVS

Nonetheless, even if your local store doesn't offer the services at this very moment, make sure you keep an eye on it in 2020; CVS will be adding more BeautyIRL concepts next year. Until then, you can always shop GSQ by Glamsquad in select stores and online, as well. Below, the seven new GSQ by Glamsquad products to check out first.