Executive Summary

In this report, we explore the initiatives that US drugstore retailers have undertaken so far in the beauty and wellness space – and examine the opportunities. 

• Major retailers CVS Health and Walgreens Boots Alliance have refreshed and redesigned beauty spaces in their stores and partnered with other retailers to provide exciting experiences to customers.
• CVS launched shops-in-shops called BeautyIRL at four of its pharmacies in October 2018.
• CVS implemented several initiatives in the health and wellness space, including its Project Health program (launched in 2006) and HealthHUBs (introduced more recently).
• In 2018, Walgreens announced a partnership with online beauty subscription retailer Birchbox, which includes revamped retail spaces at select Walgreens locations that look like mini Birchbox stores.