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CVS Pharmacy bolsters its private brand lineup

The more than 150 new products from CVS Pharmacy's private label brands span grocery, beauty and health-and-wellness products.
David Salazar
Managing Editor
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CVS Pharmacy is growing the offerings under several of its private brands. The retailer on Thursday announced additions to its own brand lines across health and wellness, grocery and beauty — including new products for the recently launched Live Better by CVS Health brand, new Gold Emblem coffee and the launch of Goodline Grooming Co., a men’s grooming brand. 

CVS Pharmacy said the new products were informed by consumer feedback and shopping behavior with a focus on unmet needs. Besides an aim to deliver premium products at affordable price points, the retailer said new products also include sustainable options, including water in BPA-free recyclable boxes, menstrual care products made from 100% cotton and beauty items free of phthalates and formaldehyde. 

“We’ve been listening to and working with our customers to engage and meet their needs in ways others haven’t,” said Brenda Lord, vice president of store brands at CVS Health. “Millions of people are entering our stores, opening our app and visiting daily for prescriptions, essentials, or health care services like tests and vaccinations, and we want them to feel supported in meeting their everyday needs. We’ve seen that younger and health-minded consumers are responding positively to our exclusive offerings, noticing the purpose, passion, quality and value across our Store Brands portfolio. I’m so proud of this work; we feel a deep sense of purpose in this. You’ll continue to see exciting launches from us.”

In health and wellness, the company is rolling out more than 80 products, including additional products under its vitamin and supplement brand Live Better by CVS Health, among them Immunity Defense with Mushrooms, Stress Relief Formula with Ashwagandha and Rhodiola and various apple cider vinegar products that feature echinacea, elderberry and blueberry — all in at least 80% recyclable packaging. Also new are 100% cotton menstrual care products, as well as new vitamins and supplements under the CVS Health brand, including vitamin C, zinc gummies and Brain Support supplements. 

Among the grocery items being debuted are products under the Gold Emblem and Gold Emblem abound brands in more than 50 new flavor combinations and packaging forms, as well as Fair Trade Certified coffees. The coffees now encompass nine items with various blends and roasts, as well as various pack sizes. CVS Pharmacy noted that it now is the first drug store to offer 100% Fair Trade Certified products within its exclusive store brand. Other new snacks include Organic Roasted Nuts, Extreme Carolina Reaper Puffs, Chili Lime Beef Jerky and a value-sized Omega Trail Mix in a resealable pouch. New beverages include Electrolyte Max hydration beverage in cherry pomegranate and berry frost, as well as a boxed water offering. 

Leading CVS Pharmacy’s store brand beauty innovation is Goodline Grooming Co., which it launched in late April and includes skin care, beard care, grooming tools and razors. Beyond men’s grooming, the retailer is adding at-home beauty and personal care items in skin care, hair and nails from its GSQ by Glamsquad and pop•arazzi brands, including dry shampoo/conditioners, a T-bar facial massager and more vegan nail care options that also are cruelty-free and free of harmful chemicals. 

CVS Pharmacy noted that its store-brand products all carry a 100% satisfaction guarantee and that its vitamins and supplements meet its Tested to Be Trusted standards, which require third-party testing on all vitamins and supplements sold in-store and online.