Makeup for Guys Goes Mainstream in the U.S.

CVS is about to make makeup for men a thing.

Now the largest drugstore chain in America, CVS teams with a male cosmetics line from Stryx.

Apparently, the male cosmetics market is growing.  As a matter of fact, one-third of men – under 45 – say they would give makeup a try.

Some men responded to a survey that they have used a bit of makeup from their female friends to cover blemishes or hide the appearance of bags under their eyes.

Devir Kahan woke up on his wedding day with a pimple and couldn’t find a quick fix.  That is how Stryx was born.  Kahan said, it’s not about a full face of makeup or color.

Men’s grooming and skin care is a $9.3 billion market.