War Paint for Men set for UK rollout

A make-up brand for men will be available across the UK after a trial at the John Lewis Oxford Street store in January beat expectations.

Demand for War Paint for Men at the department store’s flagship location was so high, the British retailer has agreed to sell its products on its e-commerce site.

The brand, which sells everything from concealers, foundation and tinted moisturisers to application brushes, will be also stocked permanently at John Lewis Oxford Street.

According to the retail chain, demand for the brand was more than 50% higher than expected, however Charlotte West said it came as no surprise as men have been using make-up “for some time now”.

“Self-care isn’t just for women – we know that men want to look and feel great too, which is why we continue to invest in products to help them achieve this,” she told Press Association.

War Paint founder Daniel Gray added: “We are finally starting to see men’s make-up become the norm and break the stigma that has been around for years.”

Coming in unassuming black bottles with no-nonsense white lettering, the brand’s products aim to “make men feel comfortable to shout about wearing makeup”.

John Lewis is thought to be the first national department store to have opened a makeup counter for men.

War Paint for Men is backed by British entrepreneurs Peter Jones and Tej Lalvani, who invested £70,000 in the brand after it appeared on the BBC’s Dragons’ Den.