Vampyre Cosmetics made a call - it is their right to do so. It wasn't motivated by business concerns though it was due to their belief one side is in the right about how gender works. They then publicised their decision got lots of coverage. They might get a boost to their sales.
The best call for most businesses for profit is to avoid the gender wars and to stay neutral or even better play off both sides. See Netflix.
Meanwhile Vampyre Cosmetics have closed their Twitter account as result of a backlash. Hardly a sign of that plan going well.
The bigger point is their position is inconsistent.
They run a Buffy the Vampire slayer line of cosmetics. Connected to Joss Whedon whose improprieties are well known.
A Cthulhu line of cosmetics - connected to the dubious HP Lovecraft whose homophobia was blatant.
Silent Hill cosmetics when the art director responsible for most of the monster design recently came out as expressly gender critical:
https://boundingintocomics.com/2023/03/16/original-silent-hill-2-art-director-masahiro-ito-responds-after-being-attacked-for-retweeting-matt-walshs-definition-of-a-woman-says-activists-dont-have-any-interests-in-lgbtq-and-just-want/
As a horror/metal fan I don't mind these choices, I enjoy a whole bunch of "problematic" material myself. I don't want any art/business cancelled. There is a lack of self reflection though who are the monsters here really? Alice Cooper, who portrays fictional horrors, or the surgeons experimenting on kids to create new fantastic beings?
Business wise Vampyre Cosmetics would have been better off sticking with Alice and weathering the storm. As all the venues hosting his concerts, record company and shops selling his album are doing.
Their belief system couldn't handle that. Just like a Christian store in the 80s that would refuse to stock Alice Cooper merc because it might look satanic. This is why this whole thing is so surreal. It is like something out of a horror film or an Alice Cooper album itself.