Joah Beauty has launched at CVS Pharmacy!

Joah Beauty has launched at CVS Pharmacy!

Joah Beauty, the new makeup line from Kiss Products, Inc, has launched exclusively at CVS Pharmacy in the U.S. You may know Kiss from their extensive nail offerings including nail care products, nail art & jewelry, and at-home salon-style treatments. (Not to mention fake lashes, cosmetics and haircare.) Well, they’ve partnered with CVS to bring the high-grade formulations typically associated with K-beauty skincare to color cosmetics with Joah Beauty. Hence, the tagline “K-beauty inspired.” Joah (which in Korean translates to “I like it” apparently) is not completely brand-spanking new; it became available on CVS.com by mid-summer, I believe, and is now in the process of being rolled out to over 4,000 CVS locations around the country.

joahbeautystand
Joah Beauty endcap at one of my local CVS’s

CVS is no stranger to the K-beauty trend in America. They stock brands like Holika Holika, Peripera (another new offering), and Peach Slices, just to name a few. Target has definitely up’d their K-beauty game as well. The skincare aisle in my local CVS became flooded particularly with Korean sheet masks just a few years ago. They seem to be adding more & more K-beauty products all the time now.

Joah Beauty offers affordable products across the following categories: eyes, lips, face, brows & brushes. The whole line ranges in price from around $3.00 to $16.00. Their vibe is fun, carefree and very feminine (leaning heavily towards girly). True to the whole K-beauty vibe, their packaging and naming system is super cute and colorful. When I started picking up some of the products, I noticed that the packaging itself is not overly weighty at all. Everything is quite lightweight and to be honest a little bit cheap-feeling. (But this stuff isn’t very expensive so there you go.)

This is a very big launch so instead of taking you through each and every item like I did last week with Ohii Beauty, I’ll take you briefly through each product category and give you some commentary. I haven’t tried the majoritiy of this line yet so I cannot speak to overall quality, but I did recently purchase the Large Powder Brush and one of the matte gel lipsticks called I’m Your Jelly Bae in the shade Honey.

EYESShop here

joahfelteyeliner
I’m So Fly Felt Tip Liquid Eyeliner available in 2 shades for $7.99. Image source: Joah Beauty Instagram.

In this category there are:

  • 2 eyeshadow palettes (average price $9.99)
  • 6 eyeliners (average price $7.99)
  • 4 mascaras  (average price $7.99)

As you can probably tell, the broadest offering in this category by far is eyeliner. They’ve got everything from brush-tip to ink pens to gels to jumbo liquid pens. Whatever your eyeliner preference is, I’m sure they’ve got you covered! Both eyeshadow palettes have 6-pans each and come in very natural, wearable color schemes (Bare & Unveiled). At $9.99 though they’re by no means the cheapest option at the drugstore so hopefully the quality is great.

LIPSShop here

joahlipgloss
Mirror Mirror Lip Gloss available in 6 shades for $4.99. Image source: Joah Beauty Instagram.
joahwatamattelipstick
Wat-a-matte Matte Liquid Lipstick available in 10 shades for $6.99. Image source: Joah Beauty Instagram.
joahjellybaelipstick
I’m Your Jelly Bae Matte Gel Lipstick available in 10 shades for $5.99. Image source: Joah Beauty Instagram.
joahjellybaeswatch
I’m Your Jelly Bae Matte Gel Lipstick in Honey

I feel like Joah’s lip category is quite broad as well. There are 8 total offerings with an average price of $5.00-$6.00 in a variety of different finishes and textures including:

  • Lip gloss (6 shades)
  • Matte liquid lipstick (10 shades)
  • Matte gel lipstick (10 shades)
  • Satin liquid lipstick (10 shades)
  • Lip stain (6 shades)
  • Lip liner (6 shades)
  • Tinted lip balm (4 shades)
  • Matte velvet lipstick (10 shades)

I do feel like there’s something for everyone here, and their shade ranges are quite nice too. As mentioned earlier, I picked up one of the I’m Your Jelly Bae lipsticks because the name just intrigued me so much. What’s a matte gel lipstick?? I’ll give you my first impression super quick.

When I applied it the formula went on smoothly and immediately felt like nothing on my lips. It turns from a creamy consistency to a velvety, almost powdery finish quite quickly. I don’t know, I like the weightlessness for sure but it seemed quite dry to me. I ended up putting my more moisturizing Revlon HD Gel Lipcolor over top for some give. I may use the Jelly Bae as a long-wearing base for a more hydrating product going forward (especially going into the colder months), but this definitely isn’t my ideal formulation. (Oh, Honey is great color if you love beige nudes.)

FACE – Shop here

joahliquidfoundation
Truly Yours Natural Finish Foundation Drop available in 8 shades for $8.99. Image source: Joah Beauty Instagram.
joahbbcream
Truly Yours BB Radiant Beauty Balm available in 4 shades for $8.99. Image source: Joah Beauty Instagram.
joahsettingpowder
Selfie Ready Setting Powder available in Translucent & 2 other shades for $8.99. Image source: Joah Beauty Instagram.
joahcreamcontourkit
Be My Everything Cream Contour Kit with 8 skintone shades plus 3 color correctors for $15.99. Image source: Joah Beauty Instagram.

This is by far the meatiest category in Joah’s range: 21 products in total consisting primarily of cosmetics and a few skincare items.

There are:

  • 2 foundations (liquid, cushion)
  • 1 BB cream
  • 2 concealers
  • 4 primers
  • 1 blush/bronzer palette
  • 1 highlighting palette
  • 1 powder contour palette
  • 1 cream contour palette
  • Setting powder (3 shades)
  • 2 setting sprays
  • 3 peel-off face masks
  • 2 makeup removing products

Right off the bat after perusing the endcap, I noticed that the coverage products offered only a very narrow shade selection. The Truly Yours Natural Finish Foundation Drop only comes in 8 shades, while the Angel Cake Cushion Foundation comes in a puny 3 shades. And there are only 11 shades between the two concealers. So I’d say there’s a fat chance you’d find your perfect match from this range, especially since there are no testers available. A bit disappointing for a new launch to say the least; hopefully the range will be expanded in the future. However there are many other face products to shop from.

BROWSShop here

joahprecisionbrowpencil
Brow Down to Me Precision Brow Pencil available in 6 shades for $8.99. Image source: Joah Beauty Instagram.

This is a much narrower category for Joah with just 5 products total and an average price of $8.00. They are all brow pencils (one also has a brow mascara built into it), with the exception of one clear brow gel. No pomades, powders or mousses available (yet). I’d predict this category may expand in the future to include colored brow mascaras or brow kits perhaps.

BRUSHESShop here

joahpowderbrush
Large Powder Brush for $5.99

Last category here, and again this is a narrow one with just 5 offerings and an average price of $6.00. I also predict this category will expand eventually simply because it’s so small and there’s so far you can go with brushes.

There are:

  • 1 brow brush
  • 1 eye brush
  • 3 face brushes (foundation, powder, fan)

As mentioned earlier, I picked up the Large Powder Brush. When I took it out of its plastic packaging I noted the softness of the bristles and the weightlessness of the handle. It didn’t appear to shed at all but I really won’t be able to tell until I start using and washing it. I have a preference for drugstore brushes so I’m excited to start using this for my powder blushes and bronzer. Fingers crossed it’s good quality!

What do you think of this new brand? Will you be picking anything up? I’d love to know!

Xo, Erica

Joah Beauty has launched at CVS Pharmacy! Find out about the new and affordable K-beauty inspired cosmetics line.

 

Author: Erica

Hi! I’m Erica, a makeup enthusiast based outside of NYC. I discovered my love of cosmetics back in 2011 when I started watching simple tutorials on YouTube. It was a revelation to me that with just a simple few swipes of mascara or dabs of blush, you could transform into a more enhanced version of yourself. My obsession has not abated over the years, but instead has grown stronger as the beauty industry has gone from strength to strength. After graduating from business school in 2018, I decided to finally share my thoughts and opinions on all things cosmetics and this is where ‘We are glamerus’ was born. I share my musings on a bi-weekly basis on everything from my holy grail products and preferred application techniques, to the latest trends overtaking the beauty world. I hope you enjoy! xo

11 thoughts on “Joah Beauty has launched at CVS Pharmacy!”

    1. The brush is very soft! I used it once after I wrote this post and it seemed to pick up and lay down powders quite nicely. I get what you’re saying about Too Faced & Essence. They’re definitely going for whimsical and fun with the packaging; that’s the whole vibe of the brand I think. They’re trying to attract people in with the cute names and packaging, and I think it’s a tactic that definitely works to a certain extent. But at the end of the day it’s all about the quality though. Hopefully their products turns out to be good! 😉

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