World’s first men’s makeup store from War Paint for Men opens in London’s Carnaby Street
With men’s makeup becoming ever more popular, and commonplace, it was only a matter of time a brand launched a dedicated store designed to help with all things male-grooming
M en’s makeup is one of the fastest-growing markets in 2021 with more men realising the benefits that come from taking care of their skin, their hair and their overall appearance. In fact, as you can read in our makeup for men guide, the men’s grooming and beauty market is expected to be worth more than £49bn by the end of the year. Despite what the trolls on social media would suggest…
This rising popularity is undoubtedly down to the innovations and commitment to the men’s makeup movement by UK brand Warpaint for Men. Founded by Danny Gray, the whole ethos behind War Paint is to make sure men of all demographics can shop with confidence, and without judgement. After appearing on Dragon’s Den, the brand has gone from strength to strength and following a trial in John Lewis, War Paint for Men sold more than 50,000 products in its first year.
And now it’s taken its next major step with the launch of its first physical store in London’s Carnaby Street. In fact, it’s the first men’s makeup store anywhere in the world – both an impressive achievement but also one that really shouldn’t have taken this long to become a thing.
FURTHER READING: Men’s skincare routine: Which men’s grooming products do you *actually* need?
What’s more, the store features some of the most cutting-edge uses of technology seen across the beauty industry, and it’s a permanent home for the non-profit Lion’s Barber Collective – a charity made up of a network of barbers that raise awareness for the prevention of suicide. You can read more about this in our article: Barbers across the UK join forces to get men talking about mental health
“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,” said Gray. “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.”
In the store, which is located at 29 Carnaby Street, shoppers can browse the range of War Paint for Men products and ask in-store advisors for help. They will also be able to use what the brand claims is the world’s first virtual makeup Q&A. Via a large interactive screen in-store, shoppers will be able to virtually ask Danny makeup-related questions and get immediate answers.
Then there is the Designed By Me part of the store where people can create tailor-made foundations and tinted moisturisers that suit their skin, and the barber’s chair where people can book haircuts. Paying for a haircut at the War Paint for Men store will mean you’re contributing to charities and initiatives that help prevent male suicide.
The entire War Paint for Men range is cruelty-free, vegan-friendly, and produced in the UK. The range was designed after Gray was bullied when he was younger for his appearance. He started to obsess about the way he looked to the point where he developed body dysmorphia. Danny started to use his sister’s concealer to cover up spots as a teenager and the idea of a makeup range designed for men was born.
Because Gray understands it can be a minefield for men to enter this space, the War Paint for Men website contains numerous video explainers and tutorials, and you can buy products individually or as sets designed to ease you in gently. Our fave is the Daily Essentials Set (£37) which contains a tinted moisturiser, concealer and face sponge.
War Paint will also match your selfie to the best shade for your skin if you’re unsure where to start.
The whole ethos behind War Paint is to make sure men of all demographics can shop with confidence, and without judgement. Its entire range is cruelty-free, vegan-friendly and produced in the UK. The website contains numerous video explainers and tutorials, and you can buy products individually or as sets designed to ease you in gently. Our fave is the Daily Essentials Set (£37) which contains a tinted moisturiser, concealer and face sponge.
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