War Paint: A BRAND NEW Men’s Makeup Store (In Carnaby Street)

Today, we are proud to announce that the inclusive men’s makeup titans, War Paint For Men, – have just opened the doors to the world’s FIRST EVER men’s makeup store, in Carnaby Street, London.

The revolutionary new store comes fully-equipped with the full range of War Paint products, whilst giving men the unique opportunity to not only learn about make-up, but to try-out new products in a safe and supportive environment designed especially for them.

War Paint’s Founding principle is to help men look and feel more confident, and it’s fair to say that they’ve achieved this, – through their innovative range of products that have completely disrupted the men’s personal care market. Since launching, the brand has become the world leader when it comes to men’s makeup, with an innovative product range (made by men, for men), that includes: tinted moisturisers, concealers, beard + brow gels, and more.

War Paint’s Founder, Danny Gray is hugely passionate when it comes to supporting men’s mental health, and his passion was born from his own personal struggles with body dysmorphia. Naturally, War Paint has decided to carry on this theme inside their new store. 

They’re collaborating with The Lions Barber Collective, – a group of not-for-profit top-flight barbers, who are trained in mental health support to help prevent male suicide. The War Paint store will act as The Lions Barber Collective’s first permanent home. By paying for a haircut, customers will help to save lives, by reducing male suicide.

Danny said: “I am SO proud and excited to be opening the world’s first men’s makeup 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 where men could feel comfortable enough to have a conversation with us, and learn more about makeup, get a haircut, or talk about their mental health. Everything we’re trying to do as a brand is about normalising men using products to help them feel more confident, and our store is here to do just that,” he added.

The new store opening represents another huge milestone in War Paint’s remarkable story.

Since launching, War Paint has continually pushed the boundaries, and smashed expectations. Their products are now sold in more than 80 countries, with distribution partnerships in: John Lewis, Harvey Nichols, REISS and MR Porter in the UK, Sephora in Australia, Loft in Japan, and Arnotts in Ireland.

Pivotal sports partnerships have also been established with Norwich City FC, and in the Rugby League with Wigan Warriors, where Danny and War Paint are not only leading the conversation on men’s makeup, but they’re also raising awareness for men’s mental health through multiple partnership initiatives.

Not too long ago, War Paint secured investment from the retail investment firm, True., and as usual, Danny sent a positive shockwave across the globe with the release of the FIRST EVER men’s makeup manual. But they’re not stopping there. As to be expected, they’ll be innovating in-store, too.

Technological ‘firsts’ will be a huge feature of the store: just one example is ‘Ask Danny,’ – an interactive digital Q&A with Danny Gray. In-store punters can ask Danny any question they like about War Paint or men’s make-up, and he’ll answer on a digital screen (which displays Danny sitting in a chair). 

Another technological feature will be ‘Designed by Me,’ – an innovative service that creates bespoke foundations or tinted moisturisers made precisely for your skin tone in-store. 

The War Paint Carnaby store opens this July 23rd, and will welcome customers from Monday to Saturday between 10am and 7pm, and on Sunday from 12 to 6 pm. Find out more here: https://warpaintformen.com

And don’t forget to check out our store tour video (featuring Danny Gray) below: