Men’s makeup goes mainstream with CVS rollout

By Gerald Porter Jr., Bloomberg
Men’s makeup is going mainstream in America.
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 brand launched last year, to 2,000 stores (about a quarter of its total). The retailer is giving more legitimacy to a small but growing group of products that had mainly been sold through high-end stores.
With this move, CVS likely has potential customers such as Max