Joah adds variety to its K-beauty line

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Joah adds variety to its K-beauty line

08/22/2019

After debuts its brand with a wide range of products, Joah is looking to continue to expand its offerings.

The brand unveiled several new additions, which include:


  • Color Squad Cream Lipstick, which is lightweight, moisturizing, infused with argan oil for smooth and hydrated lips, contains micro-fine pigments for long-lasting color, and is available in 20 shades;

  • Blur Activator Mineral Primer, which is infused with Korean camellia oil, looks to create a veil-like effect on the skin, blurs imperfections, leaves skin looking smooth and sets makeup for long lasting wear;

  • Birthday Suit Eyeshadow, which contains a mix of six shades that range from matte to shimmer, and is available in the new After Hours and Date Night shades;

  • I’m Your Jelly Bae Matte Gel Lipstick, which now offers three new shades — Romeo, Lover and Baecation — and contains a gel-powder formula with a pigmented matte finish;

  • Wat-a-Matte Liquid Lipstick, which is adding six new colors to its lineup — Rosé Truffle, Berry Bliss, Cherry Cola, Pink Velvet, Cherry Tart and Sugar Cookie. It also features a u-shaped doe-foot applicator that hugs lips;

  • Wand Me Up Perfecting Concealer, which looks to hide imperfections;

  • All Brushed Up Creamy Concealer, which is a creamy concealer with a brush tip applicator for precise application; and

  • Truly Yours Dark Circle Concealer, which is lightweight, has buildable coverage to hide dark circles, blurs fine lines, masks imperfections and comes in 11 shades.


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Joah’s complete line of offerings span 190 SKUs across the lip, eye, brow, face and cosmetic brush segments. Products range from $2.99 to $13.99 and can be found on the company’s website as well as CVS Pharmacy’s website.