CVS Beauty

The BeautyMark logo.

As one of the largest and most trusted beauty retailers in the country, CVS Pharmacy is focused on helping people on their path to better health, while also giving them options to make it easier to look and feel their best every day, inside and out. At the same time, we’re constantly striving to improve the CVS Pharmacy beauty shopping experience by bringing customers new and innovative products and the latest trends and indie brands, along with the iconic favorites they know and love.

Celebrating Authenticity in Beauty

With the goal of leading positive change by reflecting more authenticity in beauty, CVS Pharmacy committed in 2018 to not materially alter beauty imagery created for in-store, online, advertisements and social media. At the same time, the company introduced the “CVS Beauty Mark,” a watermark designed to highlight imagery that has not been materially altered.  

Through “Beauty in Real Life,” the first advertising campaign to feature the “CVS Beauty Mark,” CVS Pharmacy aimed to highlight an authentic and more realistic image of beauty for customers and empower women to feel comfortable and confident in their own skin. Campaign ads feature relatable, diverse women showing beauty on their own terms in “real-life” beauty moments.


CVS Pharmacy has one of the largest and most expansive selections of Korean beauty products in the world. Curated in partnership with the world's most notable Korean beauty expert, Alicia Yoon of e-tailer Peach Slices, the expansive offering of ahead-of-the-curve skincare and makeup innovations now on shelves at CVS Pharmacy is making one of the hottest beauty trends more accessible than ever before.  

Purposeful Products

As a company driven by its purpose of helping people feel and be healthier, it’s imperative that our products reflect that as well. That’s why CVS Pharmacy carries more than 2,000 natural, organic and naturally inspired products.

Additionally, in 2017, CVS Pharmacy committed to removing parabens, phthalates and the most prevalent formaldehyde donors across nearly 600 beauty and personal care products from store brands CVS Health, Beauty 360, Essence of Beauty, and Blade product lines by the end of 2019.

Sun Protection Standards

Hand-in-hand with giving our customers healthy product options is our focus on skincare and sun protection.

CVS Pharmacy is the only national retailer to remove all sun care products with an SPF lower than 15 from our shelves. We have also added more SPF+/broad spectrum products to stores that either meet or exceed FDA standards.

Beauty Club

The CVS Pharmacy ExtraCare Beauty Club offers the fastest way for shoppers to earn rewards for buying the beauty products they love, including cosmetics, hair care, facial care products and more. Benefits include:

  • $3 ExtraBucks Rewards for every $30 cumulatively spent on qualifying beauty products

  • A 10% off beauty shopping pass at enrollment

  • Annual birthday reward

  • Access to exclusive offers, product information and beauty tips