The Styli-Style brand, owned and marketed by InterMark USA has achieved great success in marketing its product innovations into the mass market channels in the United States, as well as overseas. It has a market position of leadership in innovation, especially in the eye and lip lining categories. Launched in 2001 into the Beauty Supply market, and in 2002 into the mass market, the existing brand has distribution in over 15,000 outlets in the US market.  Styli-Style has won over 10 product Beauty awards from the top fashion magazines for its innovations.

Within just six years, Styli-Style led innovation in the lining category in the entire US market, a major achievement in such a short period of time. A position it continues to enhance, most recently with the introduction of five new products.

The brand is headed up by cosmetic entrepreneur Grant Berry, who has 30 years of experience in pioneering innovation into the world cosmetic market. He has been involved in the cosmetic pencil category since its inception from the large stationary houses around the world in the 1970’s and has helped shape many of the current lining designs in the market today.

He joined his mother’s company, Madeleine Mono at the beginning of his career. Mono was an extremely innovative brand sold into Department Store channels, a precursor to brands like MAC.  Mono introduced Kohl eye crayons, glitter and a host of other exciting new products, some of which have become mainstays in the current brands of today.

In the 1990’s Berry introduced the matte lipstick pencil concept to the cosmetic world in his previous company Lord & Berry, which sold over 40 million pencils worldwide and which was later sold to AM cosmetic for an undisclosed amount. Berry then created his new platform in Styli-Style to market his latest innovations. The Flat Cosmetic Pencil, 24 Hour Power eyeliner products and a full selection of other eye and lip products, all have a solid focus on innovation bringing a different group of product functions to the consumer. It has to be different to be Styli-Style.

Styli-Style continues its focus in specializing in the marketing of new and different product innovations as well as in the Lining category. To continue its success in the mass market, the existing brand Styli-Style must remain extremely focused in this niche market. It also wants to limit its distribution to only a few chain stores. CVS, specifically these outlets are where the brand was launched exclusively and already has a strong following. Rite Aid, where the brand is currently being promoted on a regular basis and Duane Reade in the Metropolitan New York market. By limiting the distribution, the company can continue to create higher sales averages over competition and drive the consumer into those accounts. This is necessary for smaller brands to compete in a very consolidated chain market.