Deep Dive 14 minutes Premium

US Drugstores are Turning into Purveyors of Beauty and Wellness

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.

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