CVS, the country’s largest drugstore chain, is making the biggest bet on the category in the U.S. yet, by adding a cosmetics line from Stryx, a makeup brand for men launched last year, to 2,000 stores (about a quarter of its total).
Belovol is part of a growing shift—about one third of U.S. men under 45 said they would consider trying makeup, according to a survey by Morning Consult in September. Chalk it up to quarantine boldness, like Belovol, and the continued evolution of traditional masculinity that has already created a $9.3 billion U.S. men’s grooming and skincare market.
“It’s simple for cosmetics—men are a growth industry,” said Ben Parr, co-founder of marketing firm Octane AI, who points to the millennial generation’s embrace of men wearing makeup as a major catalyst. “You’re seeing that impact starting now.”