Men, are you ready for makeup?
Finally one wrong is being made right - a new makeup brand has been launched in Ireland for men!
Named War Paint, a suitably masculine moniker, the makers say it is makeup for men, designed by men.
Aiming to disrupt the industry, this vegan and cruelty free brand is trying to break the stigma that makeup is solely for women. Their mission is to make it the accepted norm that men wear makeup, giving men the ability to feel confident in their own skin.
War Paint for Men offers a range of tinted moisturisers, foundations, bronzers and make up tools for all skin types. Each product is designed with male skin types in mind and easy to follow instructions to suit all users. It is being stocking exclusively online by Arnotts and Brown Thomas.
The business was founded by Danny Gray in 2018 and born out of his own experience of being bullied for his acne as a teenager, which led him to start using his sister’s concealer and foundation to give himself confidence.
Since the successful launch in the UK, the business has attracted a diverse customer base and shown that men of all ages face similar issues in all walks of life.
Speaking about the Irish launch, Gray said: “I want to break down stereotypes in Ireland by creating a male specific brand that, in turn, makes the makeup industry gender neutral rather than a product.
“There is a huge audience out there of Irish men who would potentially try makeup, but would never use, and definitely not purchase, a product that has been targeted at women. At War Paint we just want there to be an option so men can make up their own mind if it’s for them. In turn this will break down any misconceptions that surrounds men's makeup.”
Brown Thomas Arnotts, Beauty Buying Director, Kathy Murray commented: “We are delighted to be the first Irish retailers at Brown Thomas and Arnotts to launch a makeup section specifically designed for men. We have noticed a huge demand for male skincare over the past few years and male cosmetics is naturally the next step.
“War Paint is a great inclusive brand to hero this launch with a great selection of products to suit every man.”