“We are at the start of a transformative journey,” says LeBlanc, who has been with CVS for nearly 20 years and brings category management and front-store expertise to her new post.

Being at the OG of beauty and wellness, LeBlanc acknowledges that CVS Pharmacy isn’t chasing trends. “Wellness and beauty as an extension of one another isn’t new — but it’s accelerating,” she says. “Shoppers are prioritizing longevity, and we’re evolving with them.”

With a fleet of more than 9,000 doors, CVS leans into technology and human insight to tee up assortments for varying markets. “We’re threading the needle at a more granular level,” she says, pointing to tools her team utilizes to develop a variety of planograms that fit market needs.

Without the benefit of miles of aisles associated with big box stores, CVS relies on thoughtful curation to make finding something easy and quick — the typical consumer spends only seven minutes in-store. “You can get everything you need from deodorant to hair accessories, and, we have the ability to react quickly and flex our space to meet the needs of ever-evolving shoppers.”

Earlier this year, LeBlanc put that adaptability into action by moving skin care products to the front of beauty departments in select stores. “We’ve always owned skin health. It’s where our shoppers want us to be and the category is core to our beauty and wellness equity,” she says.

A skin care enthusiast herself — she admits to being obsessed with skin flooding, the skin care technique that involves layering multiple hydrating products to achieve a plump, glowing appearance — LeBlanc says uniting acne, body, and sun care under one destination eases the shopping journey. Early pilots show strong results, and plans are in place to expand the concept to more doors in 2026.

In a new move for the retailer, CVS tapped dermatologist Dr. Camille Howard as the first ever CVS Beauty Dermatologist Advisor. “She’s a thought partner in a complex space and reinforces our commitment to shoppers’ safety, trust, and authority.”

The retailer’s skin health commitment extends to sun care, where the retailer recently raised SPF standards, removing all sunscreens under SPF 30 across its owned-brands portfolio to align with the Skin Cancer Foundation’s updated guidelines. CVS was also an early adopter of the Sun Responsibly campaign, a non-branded campaign to promote sun care protection for all ages and all seasons.

Understanding that shopper demand for discovery, trial, and value is table stakes, CVS recently launched a minis beauty experience in select stores. “It’s a great assortment from the tiniest Burt’s Bees lip balm to Color Wow and Avène Thermal Spring Water — it’s a total vibe,” she says.

Another change this year is a rework of the Epic Beauty Sale, a bi-annual event. LeBlanc rebuilt the sale from the ground up to highlight hair, skin, and sun along with beauty products to reflect the chain’s whole-body wellness approach. Featured in the most recent sale was the Neutrogena x Danessa Myricks collection of skin prep kits that launched exclusively at CVS this summer, another example of how Michelle and team are focused on bringing innovation to shelf for customers.

New opportunities are opening in men’s care and fragrance, where LeBlanc says newness is in the pipeline for 2026.

In a landscape where shoppers toggle between online and in-store experiences, consistency is paramount. “We want it to be seamless, connected, and simple,” LeBlanc says. “Whether someone’s scrolling on their phone or in one of our aisles, the message needs to feel the same.”

While digital engagement continues to grow, 75% of beauty shoppers still prefer in-store shopping. “They want to touch, feel, and see color,” LeBlanc says. The impact of social media is reshaping the business in stores and online. “I’ve been in retail for 20 years, and nothing surprises me like the power of social media,” she says. “It can drive virality and demand overnight.”

CVS is putting more muscle behind its in-store beauty consultants, now in about 700 doors representing more than 20% of beauty and personal care sales. This year, CVS increased consultant training — particularly around sun and skin — by more than 25%. And even in stores without consultants, service comes to life through connected tools like shelf signage and QR codes linking shoppers to information on MinuteClinic skin care consultations.

LeBlanc has pride in the company’s ability to blend emerging and heritage brands. “We have everything from legacy brands to indie innovators,” she says. “You see that in launches like CeraVe Hair, which has been incredibly successful, and in [newer] brands like Mando and Versed.”

Her playbook is hitting the mark. “This year, CVS Beauty and Personal Care is driving unit growth across the market — in drug, convenience, online, mass, and grocery. Units are a barometer of customer connection, and that tells us our strategy is working,” says LeBlanc.