John Lewis is ablution its aboriginal architecture band alone for men, alongside a ambit of men’s claimed administration services.
The banker appear the move afterwards a acknowledged balloon of ‘War Paint for Men’ at its Oxford Street store, area men’s claimed administration sales added by added than 150 per cent in the aftermost year.
Charlotte West, John Lewis & Partners Beauty Buyer, said, “Self-care isn’t aloof for women – we apperceive that men appetite to attending and feel abundant too which is why we abide to advance in casework in articles to advice them accomplish this.
“We are captivated to accept War Paint assuredly on lath at John Lewis & Partners afterward its abnormally acknowledged trial.
“We apperceive that men accept acclimated composition for some time now so it fabricated faculty to position War Paint as a abiding accoutrement alongside added macho admonishment brands and services.”
Experts say the men’s claimed affliction bazaar is booming, with sales in the area accretion by about £100m in the aftermost decade.
What is ‘War Paint’?
War Paint for Men is a ambit of composition articles aimed at men. The company, which was showcased on BBC’s Dragon’s Den, offers barter foundation, concealer, bronzer, crumb and applicator.
Its website states that its aim is “to breach the stigma that architecture is alone for women. We’re about authoritative men feel adequate to bark about cutting makeup.”
War Paint’s founder, Daniel Gray, created the aggregation afterwards disturbing with BDD (Body Dysmorphic Disorder) and acceptable bedeviled – and depressed – with his appearance.
Writing on War Paint’s website, Gray said, “I’m in no way adage that composition is a cure for bullies, or a phenomenon serum for low self-esteem.
“But application architecture has absolutely helped me administer my BDD and by creating WAR PAINT, I achievement it opens up doors for men everywhere.”
Commenting on the John Lewis launch, Gray said, “This is a massive footfall in the appropriate direction, not aloof for War Paint but for the industry and men’s architecture in general.
“We are assuredly starting to see men’s architecture become the barometer and breach the stigma that has been about for years.”
After Gray’s actualization on Dragon’s Den, War Paint was criticised on amusing media for actuality an archetype of “toxic masculinity”.
It’s not water, it’s LIQUID DEATHIt’s not makeup, it’s WAR PAINTIt’s not an earplug, it’s a SKULL SCREWIt’s not a donut, it’s a BRONUTbut it’s absolutely brittle adulthood https://t.co/MQfw2cSEOi
Not alone that but the actuality they’ve called their artefact ‘war paint’ screams of heteronormative baneful masculinity. They’re cancelled.
Other critics said they did not anticipate men should abrasion make-up.
Wow, bigger booty him pond on the aboriginal date so you apperceive what you’re absolutely getting!
This is why women accept assurance issues 😅
War Paint is partnered with CALM (Campaign Against Living Miserably) to animate men to allocution about the affecting burdens they face in life. The aggregation donates 50p from every auction of its concealer – its best accepted artefact – to the charity.
Mens Skeleton Face Paint – mens skeleton face paint
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