How makeup brand Stryx tries to make cosmetics less intimidating for men

In the Target aisle where products like men’s razors and shaving creams are located, shoppers can now find an assortment of concealer, available in four different shades of concealer from cosmetics startup Stryx.

Stryx, a makeup brand designed for men, has positioned itself in the shaving section of Target and CVS in a bid to make its products more approachable for male consumers. Online, the brand uses its TikTok page to answer questions and engage with its over 193,000 followers. Its other products include tinted moisturizers, bronzing gels and anti-shine powder. Read more at Modern Retail.