CVS Pharmacy, the retail division of CVS Health, announced the addition of more than 150 new products under its portfolio of exclusive private brands, including an expansion of the recently launched Live Better by CVS Health brand, new Gold Emblem Fair Trade Certified coffee, and the launch of Goodline Grooming Co., a men’s skin and grooming care brand exclusive to CVS.

Guided by current shopping behaviors and consumer feedback signaling further shifts toward value, transparency, and sustainability, these new offerings across health, grocery and beauty were innovated to satisfy unmet customer needs. The expansion of these private brands goes beyond the compare-to products that are typically associated with private label, and instead offer premium products at affordable prices. Shoppers have access to products consciously crafted with ingredients like ashwagandha, rhodiola, echinacea, green tea extract and apple cider vinegar, as well as more convenient packaging methods like multipacks, resealable bags and value sizes to help customers stretch their dollars even further. As part of an ongoing commitment to transparency, new launches also include water in BPA-free recyclable boxes, feminine products made from 100% cotton, and beauty items free of harmful ingredients such as phthalates and formaldehydes.

Brenda Lord, Vice President of Store Brands at CVS Health

“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.”

Health & Wellness

Customers will find more than 80 affordable additions with innovative formulas and formats that make it easy to add emerging ingredients to everyday wellness routines. Expansions from Live Better by CVS Health include Immunity Defense with Mushrooms, Stress Relief Formula with Ashwagandha and Rhodiola, and new apple cider vinegar products featuring echinacea, elderberry and blueberry for easy sipping. All products from the line come in packaging that’s at least 80% recyclable. A range of new feminine solutions from the CVS Health brand incorporate options made from 100% organic cotton. New vitamins and supplements from CVS Health that make proactive wellness even more convenient include Collagen with Vitamin C, Zinc Gummies for immune support, Brain Support supplements and Turmeric Complex.


New launches from the Gold Emblem and Gold Emblem abound brands include more than 50 exciting flavor combinations, convenient new packaging forms, and Fair Trade Certified coffees. The lineup of new Fair Trade Certified coffees is aimed to better empower farmers and protect the environment. With the rise in popularity of at-home coffee, shoppers now have access to 9 new items spanning various blends and roasts (Donut Shop, French Vanilla, French Roast, Colombian) and pack sizes. With this expansion, CVS is the first drugstore to offer 100% Fair Trade Certified products in its brand. A portion of the sale of these items goes directly into a Community Development fund to support initiatives like training in sustainable coffee production, farmer healthcare services and scholarship programs. Additional new snacks and staples include Organic Roasted Nuts, Extreme Carolina Reaper Puffs, Chili Lime Beef Jerky, value-sized Omega Trail Mix in a resealable pouch, ELECTROLYTE MAX oral hydration beverage in Cherry Pomegranate and Berry Frost, and Boxed Water in BPA-free recyclable packaging.


The newly launched Goodline Grooming Co. brand was innovated for guys, by guys. We developed a panel of guys that provided input on everything from our new brand name to the ingredients, look and story. The line includes skincare, beard care, grooming tools and razors, and all products are made from simple, good-for-you ingredients like vitamin C and aloe vera, are free of phthalates and parabens, and are never tested on animals. Dozens of new at-home beauty and personal care items are also now available across skincare, hair and nails from GSQ by GLAMSQUAD and pop•arazzi. Shoppers will find expertly developed formulas and elevated designs in new products including Dry Shampoo/Conditioner, a T-Bar Facial Massager and even more nail care that’s vegan, cruelty-free and free from harmful chemicals.