Discreet Male-Targeted Cosmetics

Stryx is on a mission to redefine men's cosmetics by presenting them as "tools" that are engineered to improve one's appearance. To keep it as simple as possible, the brand currently offers just two products: the Concealer Tool and a Tinted Moisturizer. Both of these products are discreetly packaged in sleek, all-black designs that could be confused for other items like a stylus, a pen, a portable charger or other personal care products.

All of the products are available in Light Cognac, Medium Mahogany and Dark Eclipse shades, with the Tinted Moisturizer, said to be "meticulously formulated to address the biological uniqueness of male skin" and the Concealer Tool tailored to covering razor scratches, scars and other imperfections.

Over the last few years, drugstore makeup brands have embraced male ambassadors and luxury beauty brands have released male-targeted makeup lines, and many other makeup brands that fall in between have embraced a similar level of inclusivity.