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War Paint For Men opens world-first men’s make-up brand store

Marcus Jaye
22 July 2021

Pioneering British Beauty Brand, War Paint For Men, has opened the world’s first men’s make-up brand store on London’s Carnaby Street. Producing tinted moisturisers, concealers, beard and brow gels and more, all tailored to the male market, War Paint For Men was founded in 2018.

The new store stocks the full range of War Paint for Men products and offers men the chance to learn about make-up options and trial products. The space also features first-of-its-kind beauty technology, including the world's-first fully customisable foundation formula service and an interactive digital Q&A with War Paint founder Danny Gray.

War Paint foundation: powered by DCYPHER technology, enables customers to take a “reading” of their skin to accurately determine their unique shade – while choosing the preferred texture, finish and coverage. DCYPHER technology is available in-store at War Paint for the first time ever.

Previously, War Paint opened the world’s first men’s make-up brand counter in a retail store at John Lewis, a move that almost certainly played a part in founder Danny Gray’s nomination for “Disruptor of the Year” at the Great British Entrepreneur Awards. To date, War Paint has shipped more than 180,000 units to 80 countries including USA, Australia, Ireland, Germany and, most recently, Japan.

Founder of War Paint For Men, Danny Gray, said: “I’m so proud and excited to be opening the world's first men’s make-up 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.

Danny Gray

"I wanted to create a relaxed, inviting place to help men feel comfortable to have a conversation and learn more about make-up, 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.”

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