By Jennifer Masseau
Montreal-based Jouviance is landing south of the border: Throughout the month of August, its line of dermocosmetic skincare will arrive in CVS drugstores across the United States. The launch will include nearly 2,000 pharmacies initially, and is expected to eventually roll out at 3,000 to 4,000 locations. According to Jouviance, CVS chose to carry the line after going through a rigorous selection process that included more than 100 other international brands. At home, Jouviance skincare is already widely available at retailers like Shoppers Drug Mart and Pharmaprix.
The brand’s debut invention, Jouviance Anti-Aging Cream, was created in 2003 by a team of dermatologists and biochemists, and the company still makes everything in Canada. “We were the first in North America to launch [skincare with] peptides, back in 2003,” says CEO Roger Southin. Since then, peptides have become a widely used, gold-standard ingredient, with formulators on a perennial hunt for the latest and greatest versions.
Jouviance’s new Restructiv Collagen Boost (shown), $55, is banking on the powers of Pro-Coll-One, a soy glycopeptide. The serum, which also packs retinol, claims to help plump up skin in two weeks. The stateside expansion isn’t the company’s first border-hop; it’s been in Korea since 2012. While Jouviance also makes cosmetics (exclusive to Jean Coutu), it will just be the skincare range testing American waters, for now.
This article is an update of a story originally published in the Summer 2015 issue of Cosmetics magazine.