Stryx is making space on the shelf for men's cosmetics

But having the product that's a match for the audience is just one step. In a market where men aren't necessarily familiar with cosmetics, Stryx must break down preconceived notions about who wears makeup.

“We have to overcome a stigma about these products that guys can’t wear a cosmetic, and the fact that guys don’t know how to use, wear or apply it,” Shanahan said.

One way to do that is to show it to them. For Stryx, TikTok proved to be a great place to do so.

Having previous video experience with YouTube, Shanahan started experimenting with the short-form video platform in 2019, and quickly found it was a great format to show how to use Stryx products. With the brand’s tinted moisturizer, the ability to demonstrate it helped catapult the product.

“It took our worst selling product… to our best selling product,” Shanahan said. “Still to this day, it does very well because it’s a very visual product.”

Now TikTok is a primary driver of the company’s DTC business, both through paid and organic approaches.

Given how the rise of #beautytok has been driven by demos, it makes sense that similar content would bring traction for these types of cosmetics, as well. Shanahan said the platform prioritizes trust that products are what they say they are, and the fact that he is a founder talking about a product only adds to the authenticity.

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Just as important is how Shanahan talks about them. Rather than a hyper-masculine approach taken by some brands, he is observant of walking a “fine line” of speaking directly to men, but doing so in an inclusive way.

This comes back to building a connection with a shopper, and showing where makeup fits in. While there might not be a routine for men’s cosmetics, Shanahan sees a path that customers follow: Guys start to work out, then they dress better. Then, they might start using skincare products.

“This is the next step of that, which is instantly changing and instantly augmenting your appearance,” he said.

Taking an omnichannel approach also helped the brand become a part of the landscape for men. It launched into 2,000 CVS stores in 2020. Nordstrom.com followed in 2021.

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Recently, it partnered with Target, and is set to appear in all 950 of the retailer’s stores. That put Stryx on shelves right alongside the other products that men seek out.

“The fact that we’re saying you can go to Target, and you can buy your grooming essentials, which is your razors, your deodorant and a concealer – that’s a huge validator,” Shanahan said.

The brand optimized production for wholesale from the start, so it had the operations in place to move into big, in-person stores. When it came to getting buy-in from retailers, Shanahan said a pitch resonated that pointed out how men’s cosmetics could bring not just an audience, but also grow a category.

“The shave category is only so big. How do you grow the personal care category? You bring in cosmetics – a product that has never been sold before,” Shanahan said.

More validation has come from spokespeople. The brand partnered with Tom Sandoval, a star of “Vanderpump Rules” on Bravo. ESPN host Gary Striewski is familiar with makeup given his on-camera role, and became known for talking sports while wearing a mask on Snapchat. Now he’s speaking for Stryx, as well.

Seeing prominent personalities on TV use and talk about makeup only helps to normalize makeup for men everywhere.

“Having those more masculine spokespeople is really important," Shanahan said.