A men’s make-up brand is launching its debut store in London today selling foundation, tinted moisturisers, brow gels, and concealer made for men’s skin.
War Paint for Men, the world’s first make-up brand for men, is set to open its doors on Carnaby Street to give men the chance to learn about make-up options and trial products.
The UK-brand, founded by Danny Gray, 36, won £70,000 investment on BBC’s Dragons’ Den and says it aims to break the stigma of men wearing make-up and challenge masculine stereotypes.
War Paint for Men, the world’s first make-up brand for men, opens its first store on Carnaby Street in London today selling foundation and concealer made for men’s skin
The War Paint store will sell a full range of War Paint for Men products – foundation, primer, bronzer, concealer, beard and brow gel, tinted moisturiser – as well as a barber salon upstairs and a mental health department in the basement.
This grooming salon upstaris will be run by The Lions Barber Collective, a group of not-for-profit top-flight barbers, trained in mental health support to help prevent male suicide.
War Paint’s founding principle was to offer men more personal care choice, and through looking and feeling better, improve male confidence.
The brand and its founder have been passionate supporters of men’s mental health issues, a theme that will feature strongly in the store.
The UK-brand, which won £70k investment on BBC’s Dragons’ Den, was founded by Danny Gray, 36, (pictured) to offer men more personal care choice and improve male confidence
It sells foundation, tinted moisturisers, brow gels, and concealer made for men’s skin and aims to break the stigma of men wearing make-up and challenge masculine stereotypes
Founder of War Paint for men Danny Gray said: ‘I’m so proud and excited to be opening the world’s first men’s makeup brand store in London.
‘For me it was so important that this wasn’t just about opening a shop to sell products, it was about creating somewhere for people to have an experience.
‘I wanted to create a relaxed, inviting place to help men feel comfortable to have a conversation and learn more about makeup, get a haircut or even talk about mental health.
‘Everything we’re trying to do as a brand is about normalising men using products and tools to help them feel more confident and our store is here to do just that.’
The War Paint store will sell a full range of War Paint for Men products – foundation, primer, bronzer, concealer, beard and brow gel, and tinted moisturiser. Pictured: War Paint for Men foundation (left) and the application brush (right)
A feature of the new store will be the ‘Designed by Me’ service, which can create bespoke foundation or tinted moisturiser made precisely for your skin tone in-store. Pictured: War Paint for Men concealer (left) and the beard and brow gel (right)
The cosmetics line is now sold into more than 80 countries including the first men’s makeup counter in John Lewis, as well being distributed in Harvey Nichols, REISS and MR Porter in the UK, Sephora in Australia, Loft in Japan and Arnotts in Ireland.
They have sports partnerships with Norwich City FC, and in Rugby League with Wigan Warriors where Danny and War Paint are not only leading the conversation on men’s makeup, but also raising awareness for men’s mental health through multiple partnership initiatives.
Technological ‘Firsts’ will also be a feature of the store, and will help men discover the products best suited to them individually.
One is ‘Ask Danny’, an interactive digital Q&A with Founder Danny Gray. Consumers can ask a screen, displaying Danny sitting in a chair, any question about War Paint or men’s make-up.
High-tech programming and pre-recorded responses will allow Danny to answer any consumer question. Another technological feature will be ‘Designed by Me’, an innovative service that creates bespoke foundation or tinted moisturiser made precisely for your skin tone in-store.
The store will also feature a barber salon run by The Lions Barber Collective upstairs and a mental health department in the basement