WASHINGTON —  CVS Pharmacy plans to lift the curtain today on its highend beauty store called Beauty 360.

The first boutique opened here in Dupont Circle adjacent to a CVS Pharmacy. The brands on offer include Dr. Brandt, Laura Geller, Paula Dorf, Zirh, Borba, Freeze 24.7 and Ahava. The store will also offer beauty services such as manicures, express facials and makeup application.

A second store is slated to open in early December in Mission Viejo, Calif.

CVS’ entry into higher end beauty comes as consumers are reining in spending, and many experts have suggested mass market brands may benefit from shoppers pull toward value brands and channels.

For complete coverage, see Tuesday’s WWD.