War Paint For Men has launched the first men’s make-up concession at John Lewis’ London flagship store in Oxford Street.
The counter offers a make-up line specifically catered for men including foundation, bronzer and a range of powder brushes.
Analysts have suggested that War Paint For Men is leading a potential tipping point in male cosmetics with the industry set to boom in the next few years as more image-conscious men wear some form of make-up.
Founded by Danny Gray, 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.
