Stryx

The first men’s cosmetics brand to be launching at 3k stores nationwide.


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Stryx: Bringing the Magic
of Makeup to Men

 

Meet Stryx: a forward-thinking men’s cosmetics & skincare brand that helps men comfortably look their best. Unlike competitors that sell re-packaged women's products to men, Stryx creates high quality formulations made for men’s skin in uniquely designed packaging that’s sleek, discreet —  and that you would never assume is actually makeup.

Look Who’s Talking About Stryx

Fellow Men: Wake up!
It’s OK to wear makeup.

Let’s be real, guys.

We all know what it’s like to look in the mirror in the morning, and there it is staring back at us: a big, fat zit — as if mocking our audacity for wanting to look our very best at the office, on a night out, at a wedding or any other “postable” moment we need to be camera ready.

To say there’s a social stigma surrounding men rocking makeup is the understatement of the century. As a society, we’ve gotten so used to gendering makeup that we rarely stop and ask ourselves why.

And when we do, it becomes clear that, frankly, it kind of makes no sense. Spoiler alert: most guys agree, too.

The First Cosmetics Men Feel
Comfortable Using Every Day

At Stryx, our mission is simple: make cosmetic products not only accessible but designed specifically for the average guy to actually feel comfortable buying and using every day.

Formulated for men’s skin | These aren’t just women’s products with a “For Men” label slapped on the front and re-packaged into a more “male-friendly” palette. They are custom formulated for the uniqueness of men’s skin, developed by our professional makeup artists and manufactured by premier beauty suppliers.



Sleek, discreet, and easy to use | Stryx cosmetics and skincare products are matte, subtle, and imperceptible on the face — and don’t need any sort of brush or sponge to be applied properly.

Handsome Made Easy

The product of 2 years of research and development — and more prototypes than humanly imaginable — Stryx launched with the two most commonly-used products by men:

Why Now?

As cosmetics for men expands beyond the “metrosexual” culture and becomes more mainstream, accepted, and considered tools men should use to practice self-care and to look and feel better about themselves, Stryx is perfectly positioned to capitalize with a unique solution that goes beyond existing products currently available.

This is also an industry ripe for liquidation opportunities, as evidenced by Oars + Alps’ $20M acquisition by SC Johnson in the men’s cosmetics space, as well as numerous multi million dollar exits in women’s, including Billie for ~$100-150M and Drunk Elephant for $850M — signaling that now is the time to get involved.

We’ve Laid the Foundation

We haven’t been around long, but our team has achieved tremendous growth in just a little over a year since launching in January 2019 — laying the foundation for even bigger things to come in the days ahead.

For Men, By Men

If there’s any worse feeling than waking up to a torrential downpour on your wedding day, it’s the throb of a pimple. That’s exactly the situation Stryx Co-Founder Devir Kahan found himself in. Too embarrassed to ask the women’s makeup artists cover it up, the zit remained on display — front and center for the 1,000s of pictures taken on his big day.

This proved to be the “ah-ha!” moment that inspired Stryx.

Together with a team of men who had similar experiences and know all too well the lack of cosmetics and skincare solutions designed to help guys feel more handsome, comfortable, and confident — they set out to completely change the game.


Devir Kahan CEO
Years of experience in the men’s content space. Produced numerous successful blogs on a variety of men’s topics. Built up a real expertise in content direction, SEO, and social media.


Jon Shanahan CMO
Worldwide men's influencer specializing in video content and brand strategy. Experienced business development and sales manager.

Isaac Rami Partner
Single-handedly built Karity, a women’s cosmetics line, that has sold over 3 million brushes and is rolling out in CVS nationwide. Deep experience in the cosmetics space and building a brand from scratch. Featured in Forbes’ 2018 30 Under 30.



Joe Lieberman Partner
A Harvard graduate who has founded numerous companies and has years of business experience.

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