Free Republic

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. With this move, CVS likely has potential customers such as Max Belovol in mind. The 23-year-old grew up wearing dazzling eyeshadows and foundation for figure-skating competitions, but didn’t become truly comfortable with wearing makeup during work until the coronavirus...