CVS to Make Men's Makeup Mainstream in the U.S.
Starting off by stocking Stryx, an emerging beauty label for men.
America‘s largest drugstore chain CVS has made a bold jump into men’s makeup by adding up-and-coming beauty label Stryx to 2,000 of its stores. This action highlights a growing shift in the men’s beauty industry, as male consumers are becoming increasingly open to purchasing makeup for the first time.
Although the idea may seem quite new, the world of men’s makeup has been slowly making its way to more mainstream platforms, with industry giants like Chanel launcing its BOY DE CHANEL line early last year. According to marketing research company Morning Consult, about one-third of men in America under the age of 45 responded they would consider trying makeup. Stryx, a New York-based label founded by Devir Kahan, focuses on this change in the beauty world. The brand’s concealer tool and gel cleanser will be stocked at CVS locations, placed beside shaving cream and razors to help normalize the idea that men can wear makeup too.
“It’s not about a full face of makeup or color. We’re talking about improving blemishes, fixing up under-eye bags, a zit — all these sorts of things,” Kahan told Bloomberg. According to market analytics company Moz, searches for “male makeup looks” increased by almost 80 percent in April in comparison to one year ago, proving the potential of a bigger market within the beauty industry.
“Men’s grooming has seen incredible growth during this stay-at-home period. Men are a top customer focus at CVS Beauty,” CVS mentioned in a statement, addressing the current situation forcing many to stay home due to the coronavirus pandemic.
