Alex Rodriguez is entering the makeup business and his target audience may not be who you’d expect. The former New York Yankee turned entrepreneur has teamed up with men’s wellness brand Hims to develop a concealer for men.
The product is called ‘The Blur Stick’, a $17 on-the-go concealer sold in eight different shades. Packaged in a lipstick-esque tube, A-Rod describes the product as “a convenient concealer specifically designed for men that can be used for skin imperfections.”
“I wanted to create a product that solved an issue I faced every day,” Rodriguez posted to Instagram. “I realized as I was jumping from meeting to meeting, I needed something quick and easy in my routine to conceal blemishes or razor bumps.”
It’s no coincidence Rodriguez decided to launch his new product with Hims. The athlete and ex-Fiancee Jennifer Lopez invested in the company back in 2019. The investment seems to have paid off so far with Sportico reporting A-Rod has already seen a 60% return. Depending on the success of Rodruigez’s male makeup, that figure could grow even more.
Will the new product be a success? It’s certainly possible. A 2019 poll from Morning Consult found one-third of men under 30 would consider trying makeup. Pair that statistic with a major marketing campaign by a former MLB slugger and The Blur Stick could be a home run.