CVS To Start Selling Makeup For Men In US Stores
While noting that men are their top customer focus at CVS Beauty, the country’s largest drugstore chain is now set to begin selling makeup for men in at least 2,000 US stores. To help launch the new rollout, the chain has struck a deal with up-and-coming men’s cosmetic and skincare brand Stryx.
Among the products included in the lineup are a $20 concealer tool, a $25 tinted moisturizer, and gel cleanser. The items will be stocked beside shaving cream and razors “to help normalized the idea that men can wear makeup too.” Stryx founder Devir Kahan says, “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.”
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Maly Bernstein, vice president of Beauty & Personal Care for CVS Health, say, “Men are a top customer focus at CVS Beauty. Men’s grooming has seen incredible growth during this stay-at-home period, and CVS has been leading the growth in this segment in the market this year. Our team has brought in several on-trend and emerging brands with plans to further expand our assortment, particularly in our BeautyIRL store formats.”
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