A female customer, holding a vitamin bottle, and female CVS employee, wearing a red t-shirt and name tag, stand together in a CVS store. Both women are smiling as they look at the vitamin bottle together.

CVS Launch™

CVS employee helping customer

Welcome to CVS Launch

Where product innovations and emerging brands are discovered and accelerated to market. Let us help you expand your reach.  

Select to get started with CVS Launch
Over one thousand new products tested through the CVS Launch program.
Over eight thousand stores across the United States.
Five million customers visit CVS Pharmacy® each day.
Eighty two percentage of Americans live within 10 miles of a CVS store.

CVS Pharmacy has the relevance, reach and traffic to support your brand’s retail growth.

Our areas of interest

CVS Launch is on the lookout for innovative, emerging brands that share our purpose of helping people on their path to better health. We are actively searching for new categories and brands to launch rapidly in our retail stores. If you have a unique, differentiated wellness brand within any of the following spaces, we look forward to learning more about you and your company.

Health and wellness products

Our focus on health and wellness includes products in over-the-counter (OTC) health categories: Acute health needs such as allergy, cough & cold, & chronic condition management. Health-centered wellness categories such as digestive health, baby, feminine care, vitamins & supplements, and digital health technology.

CVS Launch mission

To identify and support innovative brands and products that share our purpose of helping people on their path to better health.

CVS Launch vision

To become the leading destination for product discovery by working alongside today’s most innovative brands.

What we offer

You’ve done the hard part. Your brand has a following, a voice, and a footing in a crowded marketplace. Let us help you take the next step. We know that retail expansion can be an exciting and overwhelming process. Our retail innovation team will help to remove the roadblocks along the way. CVS Launch lets brands pilot their products in a low-risk environment, with the flexibility to make changes along the way. 65% of brands that test with us go on to an expanded store rollout.

Guidance and partnership

We can provide insight given our experience with our customers and our stores to test, learn and scale your brand.

Logistics expertise

We’ll help with delivery and logistics to streamline processes. 

Disruptive merchandising

We can bring your product to life in our stores in many ways, including endcaps, in-line planograms and offshelf programs that will enhance your brand’s differentiators.


We’ll provide real-time data analytics to help you optimize your brand’s performance at CVS.

Brands we’ve partnered with

We’re proud to have played a part in the retail growth of several new brand partners.

Get started with CVS Launch

Do you have a brand that’s ready for takeoff? Start your launch today.

Select to get started with CVS Launch