Beauty and wellness brand War Paint for Men has opened the world’s first men’s makeup store on London’s Carnaby Street, taking its journey to remove the stigma around the category to a permanent location.

War Paint aims to enhance men’s confidence, producing products such as tinted moisturisers and concealers, as well as beard and brow gels solely aimed at the male market. 

The new store will also have a barber through a partnership with The Lions Barber Collective, a group of not-for-profit barbers trained in mental health support to assist in the prevention of male suicide. 

Visitors to the store will be able to peruse the brand’s offerings, learn more about makeup and trial new products. 

Technological features are dotted throughout the space to further enhance the customer journey, including an interactive digital Q&A with the brand’s founder Danny Gray. Consumers can speak to a screen displaying Gray and receive pre-recorded answers to their questions.

The brand also offers a Designed by Me service allowing customers to create foundations or tinted moisturisers that exactly match their skin tone. 

The store opening is the latest in a series of firsts for a brand that is now sold in more than 80 countries. War Paint previously opened the first men’s makeup counter at a retail store at John Lewis.

The brand also partnered with football team Norwich City and rugby league team Wigan Warriors in an effort to bring men’s makeup into the public sphere and raise awareness about male mental health.

Gray said: “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.”

“I wanted to create a relaxed, inviting place to help men feel comfortable to have a conversation and learn more about makeup, get a haircut or even talk about mental health.

“Everything we’re trying to do as a brand is about normalising men using products and tools to help them feel more confident and our store is here to do just that.”