War Paint For Men launches the first men’s make up concession at John Lewis’ London flagship store in Oxford Street. The counter will offer a make-up line specifically catered for men including foundation, bronzer and a range of powder brushes in the menswear section. 

Available from 2nd January, War Paint For Men is being seen as a potential tipping point in male cosmetics. With the men’s makeup industry set to boom from $1.14B to $70B in just four short years, War Paint For Men is leading the way for the one in four men who are expected to be wearing makeup by 2023. Experts are commending this could be the logical next step for a generation of image-conscious men who already executing basic grooming routines.

Born out of founder Danny Gray’s suffering of BDD (Body Dysmorphic Disorder), War Paint For Men launched in November 2018 and gained a £70,000 investment from Peter Jones and Tej Lalvani after appearing on the BBC’s Dragons’ Den last autumn.

The counter in the Oxford Street store is intended as a temporary “pop-up” until the end of the month, with John Lewis indicating it could roll out the concept to other branches if there is demand.