Frudia Is Ripe for Growth at CVS

Frudia is now available in the U.S.  One of the star brands of CVS’ new K-Beauty HQ departments rolling out to 2,100 doors is Frudia. With availability at CVS, CVS.com and on peachandlily.com, the fruit-based collection (frudiausa.com)  is making its U.S. debut. Developed in Korea, Frudia uses a 100 percent low-extraction method called R Vita W to distill the essential nutrients of fresh fruit. Those nutrients are used as base material for the formulas instead of the traditional water base. Those familiar with the line said the R Vita W process differentiates the brand from others available in the market. The juice is extracted for 72 hours through low-temperature, low-speed, high-pressure and micro-bacterial filtration processes to minimize the loss of nutrients of the fruit. Frudia represents what industry experts see as the next big story in the K-beauty wave — intense fruit-based entries. “The current U.S. beauty consumer is more conscious about not only ingredients, but innovation,” said Jean Kim, chief executive officer of Hesed USA LLC, the U.S. marketing and branding agency for Frudia. “While K-Beauty may be seen as ‘trending’ in the U.S., that has really just heightened the excitement and demand for high-performance and cutting-edge Korean beauty products, now easily accessible via CVS and

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