CVS Pharmacy introduces New Brand One+Other

CVS Pharmacy announced last week the launch of one+other (pronounced ‘one another’) — a new inclusive beauty and personal care Retail-owned Brand (private brand) that celebrates and embraces individuality with self-care essentials that are simply fun to mix and match. According to a survey conducted by The Harris Poll on behalf of CVS Health, 91% of Americans agree self-care is important no matter who you are and 50% of Americans practice some form of self-care every single day. However, 1 in 3 (34%) Americans do not see themselves reflected in the self-care movement and nearly 4 in 10 (38%) Americans say they can’t afford to practice self-care.

The retailer created one+other with the mission that everyone deserves to feel good, both inside and out. Our goal is to democratize access to personal care products so that everyone can practice self-care in their own unique way at an accessible price point. Additionally, as a brand created for all, the marketing campaign for one+other reflects a unique set of diverse voices and faces to show an authentic and inclusive representation of the CVS consumer, no matter one’s gender, race, ethnicity, sexual orientation, age, disability or body type.

“Bringing health in beauty to the forefront of our assortment and marketing decisions is imperative as we work to ensure consumers can find the solutions they’re seeking to look and feel their best every day,” said Andrea Harrison, Vice President of Merchandising, Beauty & Personal Care at CVS Health. “The launch of one+other improves the shopability of our essentials products and ladders back to our commitment to make self-care more accessible and inclusive for everyone.”

One+other features an assortment of 200+ self-care staples — everything from cotton balls and nail polish remover to tweezers, eyelash curlers, body wash, brushes, hair accessories and more — exclusively available at CVS stores and on The collection will continue expanding with new launches through 2023 and beyond to consistently provide products that cater to the individual and unique needs of our diverse consumer base.

About the Survey

This survey was conducted online within the United States by The Harris Poll on behalf of CVS Health from December 1-5, 2022, among 2,051 U.S. adults age 18+. The sampling precision of Harris online polls is measured by using a Bayesian credible interval. For this study, the sample data is accurate to within ± 2.8 percentage points using a 95% confidence level.

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By Published On: February 1st, 2023Tags: ,

About the Author: Christopher Durham

Christopher Durham is the president of the Velocity Institute. Prior to this he founded the groundbreaking site My Private Brand. He is the co-founder of The Vertex Awards. He began his retail career building brands at Food Lion and Lowe’s Home Improvement. Durham has worked with retailers around the world, including Albertsons, Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro Canada. Durham has published seven definitive books on private brands, including Fifty2: The My Private Brand Project and Vanguard: Vintage Originals.