Stryx wants to capitalize on “changing gender norms” and the Zoom-ready aesthetic to develop “makeup for men.” When Stryx was founded three years ago, it was founder Devir Kahan’s desire to cover up his blemishes that led him to believe there was a “shadow market” waiting to be tapped into. Teaming up with Prime Studio and XRC Labs, the brand is aiming to convince men that discreet makeup can be used for “subduing dark circles and razor burn.” While Chanel, L’Oreal, and Estee Lauder have previously come out with men’s makeup and skincare lines, men only represent a “sliver” of the $7.6 billion that consumers in the U.S. spend on cosmetics. But Stryx sees themselves as “something original” and hopes to also capitalize on the market fueled by Instagram and Zoom. (The Washington Post)
