Last week, War Paint for Men opened a bricks-and-mortar store on 29 Carnaby Street in London. It claims to be the world's first make-up store for men, and carries the brand's full range of products, from foundation and bronzer to beard and brow fillers.
Founder Danny Gray launched War Paint for Men in response to his own experiences: "As a young kid I was bullied because of my appearance, which really affected me. I started obsessing about the way I looked, so much so, that I now have a form of body dysmorphia. When I was 15 years old and I started getting spots as most people do, so I went to my sister and used her concealer, and it changed my life forever."
No surprise that Gray sees a connection between make-up and mental health, and is partnering with The Lions Barber Collective, a group of not-for-profit barbers trained in mental health support to help prevent male suicide. They'll be offering 'haircuts and headspace' from their new home in War Paint's store, with barbershop profits funding the collective's work elsewhere.
