Natural

Mass market doors might not be the prime destination for all beauty products, but there are market wedges the channel dominates. An example is color cosmetics, where brows and lashes are leading the charge to attract shoppers. Bath sales are also bubbling again as drug stores wrest customers away from mall-based specialty stores, while also nabbing licensed hits that score big with parents. IRI tracked double-digit increases in the category over the past year.

Drug chains are editing existing product assortments to clear more space for up-and-coming brands that court back shoppers who may have migrated to specialty stores. Several categories are heating things up in the beauty aisles, especially Korean beauty. Kline research reveals the category is growing at a 30% annual clip, and chains are seeking the right items to introduce more shoppers to the innovative and effective Korean entries.

LONDON — New research from Mintel, presented at in-cosmetics Global, is taking a look at the size of South Korea’s beauty market, the changes Korean beauty has brought to the global market and what trends to expect in the coming year.

NEW YORK — Sundial Brands’ Shea Moisture is looking to reach beauty shoppers looking for personalization with its latest launch. The new SheaMoisture Beauty Hack, currently available only at Ulta, is a three-step system that allows consumers to customize their hair, body and facial care routines.

WOONSOCKET, R.I. — CVS Pharmacy, looking to meet growing shopper demand for Korean beauty products, is launching its K-Beauty HQ at 2,100 stores nationwide starting in April, the company announced Wednesday.

K-Beauty HQ will include more than 100 new products from South Korean beauty brands, several of which are exclusive to CVS. To curate the collection of skin care and makeup products, CVS Pharmacy said it worked with Korean beauty expert Alicia Yoon, who founded online beauty store Peach & Lily.

NEW YORK — SheaMoisture’s new Dragon’s Blood & Coffee Cherry skin and hair care collection features Dragon’s Blood, aka Sangre de Drago, a resinous sap sourced from the Peruvian Amazon.

According to the manufacturer, when applied topically, the sap dries quickly to form a protective barrier, much like a second skin, to shield skin from daily stressors, as well as revive it. Applied to hair, it coats the strands, adding density and volume, making it look fuller and thicker without the inclusion of synthetic ingredients, SheaMoisture added.

NBC's Today show spoke with some of Hollywood's top celebrity beauty experts to get the scoop on the best drug store beauty products to help battle the winter elements.

The network also highlighted the beauty products in one of its beauty segments and in a feature online.

The majority of the products can be found at drug and mass retailers.

To see the list, click here.

CINCINNATI — Actress, film producer and philanthropist Priyanka Chopra is joining a roster of women around the globe as Pantene’s newest Global Brand Ambassador.

Chopra will be the face of Pantene’s new campaign celebrating the Brand’s biggest shampoo launch in 30 years: Pantene Pro-V’s new Shampoo formulas that go beyond washing to fuel hair from within. Pantene’s new shampoos claim to fuel hair with the nutrients it needs to be strong from the core to endure the stressors it faces day in and day out.