CVS and Glamsquad are coming together to enhance stores with BeautyIRL departments that will offer in-store services like blowouts, hairstyling, makeup, ear piercing and live tutorials, as well as product and tool demos. The interactive beauty departments offered in partnership with the on-demand beauty services company are coming to 45 new stores across the United States.
As Amy Shecter, the CEO of Glamsquad, told Refinery29: "We and CVS knew that there was a pent-up demand for conveniently-located express beauty services. When you talked to women in the stores, they didn’t have access to these services. CVS is one of those most accessible stores there is, so it was a no-brainer." Now, CVS is not only a place to purchase a pair of false eyelashes but also a destination to have them expertly applied.