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Men's Makeup Goes Mainstream With CVS Rollout

America’s largest drugstore chain is adding cosmetics made specifically for guys to go after a budding “growth industry.” 

Axel Getz, 24, is part of a growing number of men interested in makeup. A recent poll showed about one third of men under 45 are willing to try cosmetics.

Axel Getz, 24, is part of a growing number of men interested in makeup. A recent poll showed about one third of men under 45 are willing to try cosmetics.

Photographer: Adam Glanzman/Bloomberg
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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.