By  on August 1, 2014

CVS Pharmacy has its sights set on the masstige beauty market. Throughout early August, the retailer will roll out its first upmarket proprietary beauty line, called Makeup Academy, or MUA.

“We saw a gap between entry-level and prestige — Makeup Academy fills that void,” said George Coleman, vice president of merchandising, store brands and quality assurance. “It’s a premium beauty collection designed by makeup artists that delivers professional results.”

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