What Stryx does

Stryx is a direct-to-consumer men's cosmetics and skincare brand that designs, formulates, and sells functional products specifically engineered for male skin characteristics (oilier, rougher, and thicker than women's skin). Founded in 2018 and operating from a New York operational base, the company offers approximately 10 standalone products (Concealer Tool, Tinted Moisturizer, Energizing Eye Tool, Anti-Shine Tool, Brow & Beard Gel Comb, Advanced Lip Balm, Bronzing Gel, Pimple Patches, Collagen/NAD+ Capsules, Daily Moisturizer SPF30) plus 7 bundled kits targeting different entry points (Starter, Essentials, Perfect Skin, Shark Tank, Conceal & Heal, Selfie, Sleepover). Core technology is rooted in proprietary cosmetic formulations including adaptive shade pigments, sweat-resistant chemistry, a cooling aluminum rollerball delivery system for the eye serum, and hydrocolloid patch technology for acne treatment.

The business operates a hybrid DTC and select-retail model, with a Shopify-powered e-commerce storefront (stryx.com) as the primary channel, supplemented by Target and other brick-and-mortar retailers, plus international DDP shipping to Canada, UK, EU, Australia, Mexico, Ireland, and Japan. Revenue is generated through one-time purchases, a subscribe-and-save subscription model offering 10-20% discounts, wholesale to retail partners, and co-branded product collaborations (notably the Tom Sandoval-developed Bronzing Gel). Go-to-market motion is product-led with strong event-driven amplification via the Shark Tank Season 13 appearance featuring Mark Cuban, supplemented by influencer and content marketing across YouTube, TikTok, Instagram, and a 153+ article skincare blog. Total disclosed funding is modest (a $135,000 seed in 2019 from Pareto Holdings and XRC Ventures, with subsequent rounds from 37 Angels in 2020 and Kombo Ventures in 2023), and the company operates with 1-10 employees.

Name

Stryx

Website

https://stryx.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Stryx is a direct-to-consumer men's cosmetics and skincare brand, founded in 2018, that formulates and sells functional grooming products (concealers, moisturizers, eye tools, acne patches, supplements) designed specifically for male skin, distributed through Shopify DTC, Target retail, and international DDP shipping, with notable Shark Tank Season 13 and Tom Sandoval co-branded marketing.

Ownership category

akta.pro rank

Product category

Men's Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Men’s Facial Skincare (Cleansers, Moisturizers, Anti-aging) (CRABAGAD)

akta.pro secondary industries

Body Makeup (Body Coverage/Shimmer/Tattoo Cover) (HSALAHAM), Beauty Accessories (Puffs, Shields, Mixing Tools, Sharpeners) (CRABAKAL), Makeup Palettes & Sets (Curated Palettes, Gift Sets, Multi-use Kits) (CRABACAF)

Keywords

• Men's cosmetics
• Men's skincare
• Concealer products
• Grooming tools
• Beard care

Headquarters

HQ city

Lawrence

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel

Revenue model

1. Direct E-commerce Product Sales: Stryx sells its full range of men's cosmetics and skincare products directly to consumers through its e-commerce storefront at stryx.com. This is the primary revenue channel, encompassing individual products, kits, and accessories sold at one-time prices.
2. Subscription / Replenishment: Stryx offers a subscribe-and-save model on all products, providing a 10-20% discount for subscribers with flexible delivery frequencies (every 1-4 months). This generates recurring revenue from existing customers.
3. Wholesale / Retail Distribution: Stryx products are sold through select retail locations including Target and other brick-and-mortar retailers. This provides wholesale revenue through channel partners.
4. Co-branded Product Collaboration: Stryx has co-developed products with celebrity influencers like Tom Sandoval (Bronzing Gel), generating revenue through differentiated product lines with built-in marketing audiences.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels11 records

Core offering

Stryx designs, manufactures, and sells a full line of cosmetics and skincare products formulated specifically for men's skin, which the company describes as oilier, rougher, and thicker than women's skin. Its portfolio includes concealing tools (Concealer Tool, Tinted Moisturizer), treatment products (Energizing Eye Tool, Anti-Shine Tool, Bronzing Gel, Advanced Lip Balm, Pimple Patches), grooming products (Brow & Beard Gel Comb), supplements (Collagen/NAD+ Blend Capsules), application accessories, and bundled kits sold primarily through its own Shopify e-commerce store and select retail partners such as Target.

Product overview

Stryx is a functional men's cosmetics and skincare company offering a portfolio of 10+ standalone products and 7 bundled kit combinations. The core product lineup centers on concealing tools (Concealer Tool, Tinted Moisturizer) and treatment products (Energizing Eye Tool, Anti-Shine Tool, Bronzing Gel, Advanced Lip Balm, Pimple Patches), supported by application accessories (Pro Blending Wedge, Microfiber Cleansing Disc) and supplements (Collagen/NAD+ Capsules). Products are designed with masculine aesthetics and discreet packaging, formulated specifically for male skin which is oilier, rougher, and thicker than women's skin. The bundled kits (Starter Kit, Shark Tank Kit, Perfect Skin Kit, Essentials Kit, Conceal & Heal Kit, Selfie Kit, Sleepover Kit) combine complementary products at discounted prices. All formulations are 100% cruelty-free and the company appeared on Season 13 of Shark Tank.

Differentiator

Problem solved

Functional benefit

Products and services

• Concealer Tool Men's concealer pen with twist-dispense mechanism that hides imperfections (acne, razor burns, scars, discoloration) using natural pigments that adapt and blend into the wearer's skin tone. Designed for male consumers seeking undetectable coverage.
• Tinted Moisturizer Lightweight men's tinted moisturizer that hydrates, cools redness, and evens skin tone, addressing acne and inflammation for an even, vibrant skin appearance.
• Energizing Eye Tool Eye serum with a cooling aluminum rollerball applicator that brightens, firms, and reduces under-eye puffiness while delivering collagen-boosting ingredients for anti-aging benefits.
• Advanced Lip Balm Non-shiny, non-waxy, unscented men's lip balm made with reef-safe, hypoallergenic ingredients including beeswax and jojoba; free of parabens and color.
• Brow & Beard Gel Comb Clear men's grooming gel with a comb applicator that tames eyebrows and beard hair with a non-sticky hold, formulated with aloe vera and botanical extracts and suitable for all hair types and colors.
• Anti-Shine Tool Men's oil-absorbing powder applicator that reduces shine and controls facial oil for a matte finish; includes applicator sponge and works on all skin tones and types, including bald heads. Made in the USA with 80% renewable energy and 50% PCR material.
• Bronzing Gel Oil-free men's bronzing gel that delivers a sun-kissed look on face, scalp, neck, or arms; co-developed with celebrity Tom Sandoval, vegan and cruelty-free, and washes off at end of day.
• Microfiber Cleansing Disc Reusable, machine-washable 4.25-inch microfiber cleansing disc that deep-cleans pores and removes cosmetics and skincare products, replacing disposable cotton pads.
• Pro Blending Wedge Latex-free polyurethane blending sponge with a 3-in-1 design (flat sides for eyes/nose, rounded sections for full face) for precise application of concealer and tinted moisturizer.
• Collagen / NAD+ Blend Capsules (Vitality Support) Dietary supplement combining 5x collagen complex, NAD+, hyaluronic acid, and vitamin C in 90 capsules (30 servings), third-party lab tested and gluten-free, marketed for skin, mind, and body vitality support.
• Pimple Patches Men's hydrocolloid acne patches that accelerate pimple healing by absorbing dirt and bacteria from under the skin; waterproof and sleep-proof for overnight continuous wear.
• The Shark Tank Kit Bundled men's grooming kit 'as featured on Season 13 of Shark Tank' that combines the Concealer Tool, Energizing Eye Tool, and Pimple Patches at a discounted kit price.
• The Perfect Skin Kit Comprehensive men's skincare bundle combining Tinted Moisturizer, Concealer, Pimple Patches, and Anti-Shine Tool as a complete skin routine.
• The Starter Kit Beginner-friendly men's grooming bundle combining the Concealer Tool and Energizing Eye Tool, designed for men new to skincare and cosmetics.
• The 'Conceal & Heal' Kit Two-product men's grooming bundle pairing the Concealer Tool for instant coverage with Pimple Patches for overnight acne healing.
• The Essentials Kit Daily-essentials men's grooming bundle combining the Microfiber Cleansing Disc, Concealer, and Brow & Beard Gel.

Quantifiable outcome

• 739 customer reviews with 4.8/5.0 average for Concealer Tool
• +4 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Tom SandovalcoreStrategic or Co-development PartnerTom Sandoval co-developed the Bronzing Gel product with Stryx. He is a celebrity and television personality who brought Hollywood skincare knowledge to the product development process. The Bronzing Gel is marketed as 'Developed with Tom Sandoval' and features him in product imagery and promotional materials.
• Awkward EssentialsminorStrategic or Co-development PartnerStryx partnered with Awkward Essentials to include their Dripsticks & Essentials Bag in The Sleepover Kit. This is a cross-brand product collaboration targeting the same male grooming consumer.
• ShopifycoreTechnology or IntegrationStryx's e-commerce storefront is powered by Shopify. Shopify processes payments, manages inventory, and handles order fulfillment for the DTC channel, which is Stryx's primary revenue channel.
• Happy Returns (Dusq)minorImplementation/ SI/ Consulting PartnerStryx uses the Happy Returns portal (operated by Dusq) to handle returns and exchanges, providing customers with a self-service returns experience and the company with streamlined reverse logistics.
• MonkProtectminorOthersStryx uses MonkProtect for filing claims related to stolen or lost packages, providing customers with a claims portal when shipments are compromised.
• TargetcoreChannel Partner/ Reseller/ DistributorStryx products are available at Target retail stores, providing brick-and-mortar distribution alongside the DTC channel. Target's national footprint gives Stryx significant retail visibility.

Scale indicators7 records

Recent moves6 records

Expansion highlights3 records

Direct peers

• Bevel: Bevel is a men's grooming DTC brand focused on razors, shave care, and skincare for men of color — a closely comparable direct peer targeting the same male consumer with similar positioning and DTC-first motion.
• Lumin: Lumin sells men's skincare and grooming products via DTC, overlapping directly with Stryx on cleansers, moisturizers, and dark-circle treatments marketed specifically to men.
• Manscaped: Manscaped is a men's personal care DTC brand with subscription economics and heavy male-targeted digital marketing — directly comparable GTM motion and audience.
• Dr. Squatch: Dr. Squatch is a DTC men's personal care brand (soap, deodorant, hair care) competing for the same male consumer with similar brand voice and target retail partners.
• Beardbrand: Beardbrand sells men's beard, skin, and grooming products via DTC — directly comparable niche men's grooming brand with similar target customer and content-led marketing.
• Bulldog Skincare: Bulldog Skincare offers a full men's skincare and grooming line sold through DTC and mass retail — comparable to Stryx as another end-to-end men's care brand.
• Tiege Hanley: Tiege Hanley is a subscription-based men's skincare system sold DTC — competing head-to-head with Stryx on routine-based skincare bundles and subscription economics aimed at men new to skincare.
• Honest Amish: Honest Amish is a men's grooming brand selling beard, hair, and skincare products with a similar niche DTC positioning targeting men who use grooming products.

Broad incumbents

• Harry's: Harry's is an established men's grooming brand with broad shave, skin, and body care product lines sold DTC and in retail — a larger incumbent operating across the same men's personal-care space as Stryx.
• L'Oreal Men Expert / L'Oreal Paris Men: L'Oreal's Men Expert line is a broad incumbent in men's skincare and cosmetics, selling moisturizers, anti-aging, and complexion products globally through mass retail — overlapping with Stryx's product categories at much larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/Stryx_Official
• YouTubeyoutube.com/Stryx_Official
• Facebookfacebook.com/OfficialStryx
• Instagraminstagram.com/Stryx_Official
• TikToktiktok.com/@Stryx_Official
• LinkedInlinkedin.com/company/stryx-skincare

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds4 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Stryx