War Paint For Men Aims to Normalize the Men’s Beauty Category


Although the beauty industry still has ways to go, men’s beauty is finally hitting the mainstream. One brand working to further the landscape is War Paint For Men. Founded in the UK in 2018 by Danny Gray, War Paint For Men is one of the only beauty brands to offer foundation, concealer, powders and other cosmetics catered towards men. And now the brand is here in the US!

After struggling to find products for men at traditional beauty counters, Gray decided to step up and make a space of his own. And now, War Paint not only provides high quality products designed for men, but it also works to change mindsets, break down barriers and provide choices.

Dedicated to Mental Health

As someone who personally struggles with mental health issues and Body Dysmorphic Disorder, Gray recognizes the importance of providing a safe space for men to be anything they want. To do so, War Paint ensures that mental health remains a large focus of the brand. Not only do they encourage men to feel confident in themselves through the use of makeup, but they also partner with organizations that reflect their same beliefs.

By teaming up with CALM (Campaign Against Living Miserably), the two work to minimize the stigma surrounding the mental health of men. CALM is a UK-based organization that provides suicide awareness information, as well as runs a helpline and webchat dedicated to supporting those who may be struggling with a mental illness. War Paint currently donates a portion of all proceeds from their best-selling concealer to CALM.

Tools for Confidence

Whether you’re wanting to feel confident for an important work meeting, a first date or a simple trip to the store, War Paint has got you covered. Their raved about Concealer hides dark circles, scars and blemishes, while the Bronzer helps men enhance their features, and the Beard and Brow Gel keeps facial hair on point all day long.

War Paint even offers all products in an Ultimate Set, which includes everything you need for a makeup look, including prep and removal. Not to mention, everything is vegan and cruelty free!

Needless to say, War Paint’s goal is to provide men everywhere with a choice to wear makeup if they choose to do so. As long as you’re doing what makes you feel good, War Paint is here for it. So, they offer many cosmetic products as tools for confidence and expression in over 80 different countries. And luckily for us, US fans of War Paint can finally purchase products in the New York locations of the premium British brand, REISS.

Click here to browse War Paint For Men. And be sure to follow the brand on Instagram for more.

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