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.
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