War Paint for Men recently opened the doors to its very first brick-and-mortar store in London and the Carnaby Street location is said to be "the world's first men's makeup store." With this location, the brand is normalizing the use of concealers, beard and brow fillers, foundation, primer, bronzer and more.
As founder Danny Gray describes, "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." What men can expect when they visit the store is a relaxed and comfortable setting for discovering makeup products, getting a haircut or talking about mental health; War Paint for Men is partnered with The Lions Barber Collective, a group of not-for-profit barbers trained in mental health support to help prevent male suicide.
Men's Makeup Stores
War Paint for Men Created a Comfortable Place for Men to Discover Makeup
Trend Themes
1. Men's Makeup Stores - The rise of men's makeup stores such as War Paint for Men presents an opportunity for the cosmetics industry to cater to a growing male consumer base.
2. Normalization of Men's Makeup Use - As more men feel comfortable using makeup, there is potential for disruptive innovation in the traditionally female-dominated cosmetics industry, such as gender-neutral marketing and male-specific beauty products.
3. Integration of Mental Health Support - Partnering with mental health organizations like The Lions Barber Collective can not only improve brand reputation, but also open doors to new opportunities for the beauty industry in promoting mental wellness through self-care practices.
Industry Implications
1. Cosmetics Industry - The cosmetics industry can capitalize on the shifting attitudes towards men's makeup by developing male-specific products and adjusting marketing strategies to appeal to a more diverse consumer base.
2. Barbering Industry - With the rise of men's grooming products like makeup, the barbering industry can potentially expand their services to offer makeup application or consultation as well as mental health support.
3. Mental Health Industry - Mental health organizations like The Lions Barber Collective can collaborate with companies in the beauty and grooming industries to provide resources and support for men's self-care practices that incorporate makeup or other grooming products.