War Paint Debut Store Opens in London

War Paint, the UK-based makeup brand for men, is opening its first shop in London on July 23.
 
Located at 29 Carnaby Street, the “first men’s makeup and wellness experience” will sell a full range of War Paint for Men products and will offer men the opportunity to learn about makeup options and trial products.
 
Founder of War Paint for Men, Danny Gray, commented, “I’m so proud and excited to be opening the world’s first men’s makeup brand 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,” Gray added. “Everything we’re trying to do as a brand is about normalizing men using products and tools to help them feel more confident and our store is here to do just that.”
 
Global Expansion
 
The opening represents another milestone in the story of the brand. War Paint for Men products are now sold into more than 80 countries, including the United States, where the brand is ramping up its sales and marketing initiatives for launch. Global accounts include the first men’s makeup counter in a retail store at John Lewis, as well distribution in Harvey Nichols, REISS and MR Porter in the United Kingdom, Sephora in Australia, Loft in Japan and Arnotts in Ireland, bringing men’s makeup into new territory.
 
The store also features technological firsts to help men discover the products best-suited to them individually. One is “Ask Danny,” an interactive digital Q&A with Danny Gray. Consumers can ask a screen, displaying Danny sitting in a chair, any question about War Paint or men’s makeup. High-tech programming and pre-recorded responses will allow Gray to answer any consumer question. Another technological feature will be “Designed by Me,” an innovative service that creates bespoke foundation or tinted moisturizer made precisely for your skin tone in-store.