GSQ by Glamsquad

Private Brand: GSQ by Glamsquad
Retailer: CVS
Country: United States
Category: B3. Licensed or Co-Brand
Agency: Glamsquad and Metier Creative


Heather Corkery, Sr. Director, Store Brands. CVS Health
Beth LaCross, Director, Store Brands, CVS Health
Sophia Gutoff, Brand Manager, Store Brands, CVS Health
Bryan Killiany, Creative Director, Store Brands, CVS Health
Andrea Harrison, Sr. Director, DMM, CVS Health


Our mission is to cut through the saturated beauty landscape with a pioneering cross-category brand that offers highly coveted, super share-worthy, easy-to-use and even easier to justify hair care, makeup, and tools designed with customer data, human to human R&D, and industry expertise.

Our goal is reinventing the drugstore beauty aisle as a destination for the savvy shopper by offering a truly modern experience that surprises and delights her while integrating seamlessly into her daily routine.

GSQ by Glamsquad is a first-of-its-kind brand created to stop the CVS shopper in her tracks and delight her with the impeccable curation and packaging she’s only seen on Instagram or at a premium retailer – until now.  From cotton balls to hot tools, our cross-category collection of edited, accessible essentials offers hero hair care, tools, and makeup for a streamlined top shelf, a streamlined cosmetics bag, a streamlined budget, and a streamlined routine

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