In Lieu of a Breakup Haircut, Alex Rodriguez Is Launching a Concealer Marketed to Men

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Alex Rodriguez may not be one to conceal his high-profile love life, but blemishes are another story. The entrepreneur and former baseball player recently announced the launch of a new concealer he helped develop with Hims, a wellness and personal grooming brand geared toward men consumers. (Hers, meanwhile, is the brand's counterpart catering to women.) The marketing move marks an additional step toward normalizing the use of makeup by men.

"Working with the Hims & Hers team, I wanted to create a product that solved an issue I faced every day. 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," Rodriguez wrote on Instagram. Currently available in eight shades, the concealer comes in a portable lipstick-like tube and is priced at $17. He added, "It's a convenient concealer specifically designed for men that can be used for skin imperfections."

The launch comes over a year after Rodriguez and his now ex-fiancé Jennifer Lopez announced they were partnering with Hims & Hers after becoming venture-round investors in the company. Lopez has appeared in various commercials and campaigns promoting Hers hair products, whereas the Blur Stick is Rodriguez's first big splash in the beauty space. Take a closer look at the concealer ahead.