CVS partnered with on-demand, in-home beauty service Glamsquad to offer customers beauty treatment and services at select CVS locations to promote CVS’ new BeautyIRL store concepts. BeautyIRL aims to incorporate express beauty services into regular consumer shopping and is meant to serve as a “store-within-a-store” beauty format. Some of the services that were available included blowouts, dry styling, braids, a 30-minute makeup refresher, skin services and manicures. Each ranged in cost between $30 and $45, and customers could either walk-in for a treatment or book an appointment in advance.

CVS has debuted four BeautyIRL in Florida, Connecticut and Massachusetts, and additional locations are scheduled for 2019.