War Paint For Men launches the first men’s make up concession at John Lewis’ London flagship store in Oxford Street. The counter will offer a make-up line specifically catered for men including foundation, bronzer and a range of powder brushes in the menswear section. 

Available from 2nd January, War Paint For Men is being seen as a potential tipping point in male cosmetics. With the men’s makeup industry set to boom from $1.14B to $70B in just four short years, War Paint For Men is leading the way for the one in four men who are expected to be wearing makeup by 2023. Experts are commending this could be the logical next step for a generation of image-conscious men who already executing basic grooming routines.

Born out of founder Danny Gray’s suffering of BDD (Body Dysmorphic Disorder), 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.

February 07, 2020 — Activ8 Distribution Ltd Collaborator
Danny Introduction

Danny Introduction

Danny Gray, founder of War Paint For Men; the UK’s leading men’s makeup brand. Since launching War Paint just eight months ago, Danny’s mission has been to eliminate the stigma surrounding men wearing makeup and to help men feel more comfortable and confident in their appearance.

After years of enduring verbal and physical abuse while at school, Danny was eventually diagnosed with BDD (Body Dysmorphic Disorder) aged 14.  It was then that he discovered applying makeup gave him a much needed confidence boost, but he felt awkward and embarrassed when approaching any makeup counter.  So the seed, to create a makeup brand designed specifically for and targeted at men, was sown.

The global market in the men’s makeup category is set to grow from $1.14B to more than $70B in just four short years, with one in four men predicted to be wearing makeup by that time.  Leading the way, War Paint For Men has shipped more than 20,000 units to 68 countries in just eight months, and is set to generate revenues of £500,000 in year one.  Recently, Danny appeared on popular BBC1 television show Dragon’s Den; cited as the most successful applicant ever and, as a result, War Paint sold over £50,000 worth of products over night, and was inundated with Twitter users and brand fans emailing their experiences, echoing Danny’s own.

January 19, 2020 — Activ8 Distribution Ltd Collaborator
Breaking The Stigma

Breaking The Stigma

Feel more confident in yourself with War Paint For Men's make up collection sets from basic starter kits of foundation and concealer to full collections including the bronzer and anti-shine powder - there’s a set to suit every man’s everyday!

War Paint For Men has a goal to the break the stigma that makeup is solely for women and make it the accepted norm that men wear makeup. Giving men the ability to feel confident in their own skin, War Paint For Men offers a range of tinted moisturisers, foundations, bronzers and make up tools to suit every man’s every day! The make-up products are UK produced, cruelty free, vegan ingredients that are designed specifically for sensitive male skin.

Prices for make-up tools start from £6 with make-up products starting from £18. Please check out the website www.warpaintformen.com for the full collection available. 

January 15, 2020 — Activ8 Distribution Ltd Collaborator



Animal testing for biomedical research has been used since the Ancient Greeks were around so the concept of using animals to test whether drugs, medicine and beauty products are “safe” before distributing to the human population, isn’t anything new.

But does the safety of humans justify the cruelty that these animals endure

Cosmetic companies are notorious for testing their products on animals and if you’ve ever looked into animal cruelty, you’re probably already clued up on what we’re going to delve into.

We’re not going to guilt trip you but…

Not only are some animals bred purely to live in captivity and live in tiny cages… They are tortured, burnt, maimed, blinded and ultimately murdered.

Tests on these animals include chemicals being applied to or injected into animals’ skin. Forced down their throats via a tube to check for side effects such as vomiting, tremors, organ failure or paralysis. And finally leading to death.

Again, not guilt tripping but…

So where do we go from here?

Increasing reports, articles and TV broadcasts based on the testing of animals within the beauty industry are becoming more frequent, chasing cosmetic companies to make, or at least discuss, the switch to cruelty-free cosmetics.

With the advances in technology, we are light years ahead of where we need to be with regards to alternative methods for not only cosmetic testing but biological and medical testing also.

You can clone a human but still feel the need to subject animals to these awful tests?

Educate yourself on which brands are cruelty-free and consciously choose beauty brands that are cruelty-free. This is the start of your path to making a difference.

We believe that raising awareness of the cruelty that goes on in laboratories and putting pressure on governments and politicians to introduce compassionate legislation goes a long way too.

Online petitions are a great way to show your support. They differ depending on which country you live in - Heck, sign them all!

There are charities against animal cruelty as a whole, charities that aid pets in need and charities that support specific animals.
Depending on where your passion on this subject lie will depend on which products catch your eye.
It's really not something we should ignore. It's easy to make small changes in lifestyle to prevent the inhumane treatment these animals receive.

June 27, 2019 — Natalie Nash
What Hangover?

What Hangover?

Did you drink too much on a school night?
Did that after work Thursday drink turn into Thirsty Thursday?
Have you woken up with 30 minutes to shower and get ready to leave for the office?

Have no fear, War Paint is here!
If you don’t have time to do a whole face of makeup before sprinting out the door to make sure that you’re not late two Thursdays in a row. We’ve got some top tips to hide those bags and make sure that, even though you feel like you might fall asleep at your desk, at least your face doesn’t give it away!
1.    Before you even hit the sack the night before, make sure you take your makeup off.

If you read our “5 Tips To Healthier Skin” blog, you’ll read all about the wonderful effects that taking your makeup off can have. We also highlight the importance of a skin care regime but we’re aware that at 2am, the last thing you might want to do is cleanse, exfoliate, tone and moisturise before you get into bed. So at least, take your face off.
But if you do have the energy, revert back to your trusty skin care routine. Trust us, this will help you feel more human, when you wake up at 7am to your iPhone wake up alarm buzzing on your face.

2.    Drink plenty of water.

You need to re-hydrate your skin, let alone your body! Water gives the skin that plump healthy look so make sure, the first thing you do is guzzle that H20. Moisturiser ain’t going to touch the sides in this situation.

3.    Whilst you’re having your 45 second shower, don’t forget to use the War Paint Charcoal Sponge.

Bamboo Charcoal deep cleans pores to eliminate blackheads and dirt whilst absorbing excess oils and toxins to help prevent spots. As a natural antioxidant, it kills stubborn acne-causing bacteria and is an effective treatment for spot-prone skin.


The cellular structure of the sponge means it whips up a foamy lather.

4.    Not got time to do a whole face of foundation and concealer?

Grab your War Paint Tinted Moisturiser, pop some in your hand and apply quickly like moisturiser. This will give your skin a more even tone and cover any red-ness that occurred from your heavy night! Tips of how to apply are here.

5.    Concealer is going to be your best friend right now.

Don’t overdo it, but make sure you use concealer in any area that you want to illuminate and/or brighten. Use it to cover those bags under your eyes and over any blemishes or redness (redness usually occurs around the nose and on the cheeks post drinking so make sure you scout out how those areas are looking when apply). If you need some application inspiration, check out our 5 Tricks To Using Concealer For Men blog or our How To Apply Page.


Hope the hangover is worth it!

June 12, 2019 — Natalie Nash
Makeup Maintenance

Makeup Maintenance

It’s all good and well reading and writing blogs about how to apply makeup but maintenance of your beauty products is a different ball game.

Let’s go step by step on how to maintain, clean and store your makeup & accessories.

Face Sponge

This little beaut needs to be kept fresh the most. After every use, make sure you rinse it and leave it out to air dry as it can get clogged up with Foundation, Concealer & Tinted Moisturiser.

If you don’t air dry it, it’ll dry out, in a warm wash bag, box, drawer and go moldy.
Let’s be honest, we’re using make up to hide the blemishes, not create more. So keep it clean and wait until it’s dried out to store it away.  

Powder Brush

This bit of kit is used with the Anti-Shine & Bronzer so doesn’t get too clogged up as most of the product gets transferred onto your skin.
But every now and then it’s imperative to wash your brush.
My top tip is to put a small amount of washing up liquid into warm water and clean the brush in the water.

Powder Brush

Leave it to air dry, don’t use a hairdryer as this can damage the bristles.

Charcoal Sponge

The charcoal sponge is great to keep in the shower.
However, make sure you wring it out after every use and hang it to dry in the shower.
It will need replacing, it’s not indestructible.


But if you make sure you wring it out and air dry it, it should be use-able for around 2 months – based on an everyday use.


Keep all makeup in a cool, dry place. Away from direct sunlight.
The products you’re using are liquid or liquid based. Therefore, any heat, sunlight, radiators etc will dry the product up.
On a dresser (out of sunlight), in the bathroom or in the bathroom cupboard are all easily accessible places to keep make up.
When you’re on the go, you can store and carry your make up in our new wash bag. The canvas material makes it durable and the inner layer is waterproof to minimise any accidents!

May 22, 2019 — Natalie Nash
How to Stop Oily & Shiny looking skin

How to Stop Oily & Shiny looking skin

Genuinely, is there anything worse than getting half way through the day, looking in the toilet mirror and realising that you’re as shiny as a Christmas bauble?
Let’s get down to the nitty gritty about why we get oily/shiny skin, how to prevent it and if it does rear its ugly head, quick fixes to looking matte again.

Don’t get us wrong, oil within the skin can be a good thing. Everyone has sebaceous glands under each pore that produces natural oils called sebum. Sebum helps keep the skin hydrated, healthy and saves us from flaky skin. 
However, some of us unlucky few, produce too much Sebum due to dehydrated skin and suffer from these glands over compensating.
This leads to bacteria build up, throw in dead skin cells and you have yourself the perfect concoction for blemishes, zits, spots, blackheads as well as having super oily skin.

Your oil glands aren’t necessarily the only reason you have oily skin though, they can’t take all the blame. Doctors have confirmed that it can be genetic (thanks ma and pa!), your living environment, the food you eat. And the list goes on…


Wash & cleanse your face twice a day. We recommend (obviously!) the War Paint Charcoal Sponge


It’s ingredients include Bamboo Charcoal, as it’s packed with mineral-rich charcoal powder. Bamboo Charcoal deep cleans pores to eliminate blackheads and dirt whilst absorbing excess oils and toxins. Perfect for getting your skin feeling clean and fresh!

Remember to wash your face after you exercise. This is crucial for removing unwanted, unwelcome sweat.

Why not take your charcoal sponge to the gym!? Not got a carry case for it?
Fear not, War Paint are here with our brand new Wash Bag.


Moisturise and moisturise well my friend. As backwards as it is, you have oily skin because your skin is de-hydrated so you need to re-hydrate your skin. Be sure to get yourself a light, oily skin focused moisturiser and use it regularly.


Luckily, we at War Paint have a solution if you find yourself in an oily situation. Anti-Shine!

Yes, it is that simple.

War Paint’s ‘Anti-Shine’ is a translucent pressed powder, suitable for any skin tone (because it’s see through!), that reduces the appearance of pores and absorbs the excess Sebum produced by your pores!

Use it once you’ve completed your makeup routine and want to lock in that matte finish. Use it when you start to become oil/shiny. Use it just for the sake of it. It’s like translucent gold!

Apply it with the War Paint Powder Brush

And TADA… The perfect finisher AND the perfect quick fix.

May 08, 2019 — Natalie Nash
Match Your Skin Type

Match Your Skin Type

Dry Skin

Tight and flakey skin, with possible premature wrinkles.
Almost invisible pores
Dull, rough complexion

Red patches
Skin is less elastic
Cracking, peeling or itchy, irritated, or inflamed
Rough & Scaly

Oily Skin

Shiny or greasy looking skin. Sometimes noticeable in acne sufferers.
Enlarged pores
Dull or shiny
Thick complexion


Combination Skin

Dry or normal in some areas and oily in others.
Pores that look larger than normal, because they’re more open

Shiny skin
Dry skin

Normal Skin

Generally, skin is described as not oily or dry.
Few imperfections

No out the ordinary sensitivity
Barely visible pores
A “radiant” complexion

April 24, 2019 — Danny Gray
5 Tips To Healthier Skin

5 Tips To Healthier Skin

Your skin’s health is just as important as your heart or your brain. An average person, has 22 square feet of skin! It needs as much TLC as any other organ in your body. So why do we neglect it?

For those extra 10 minutes in bed in the morning? So we can hop between the sheets as soon as we get in from a long day?

No-one’s skin regime will be perfect, nor will you ever give your body a miracle cure to look 20 years younger. But we can give it a good go right!?

Here are our Top 5 tips to healthier skin:

1.    What’s your skin type?
Use products that compliment your skin type.
Everyone’s skin is different so make sure that you give it what it needs.
Match your skin type here.

2.    Remove your make up at the end of EVERY day. 
You’re not the only person in the world to leave their make up on after a 
night out. However, don’t be fooled in thinking that washing your face in the shower the next day will stop you from getting a build-up of natural oils, bacteria and make up and stop you from getting a break out. It won’t!

Trust us, everyone here at War Paint has learnt that lesson the hard way.
It might seem like a chore at the time. But taking your make up off before bed will lead nicely into our next step...

3.    Get yourself a skin care regime.
Once you know what kind of products you need to look for to target your particular skin type, you can make your skin care regime as simple or as complicated as you like.
Cleanser, exfoliator, toner and moisturiser are usually a good base and they pretty much do what they say on the packet.
      1. Cleanse daily to remove oil, grease and dirt (try our Charcoal Sponge for

      2. Exfoliate twice a week depending on your skin type. If you suffer from acne,
          eczema, psoriasis or sensitive skin, only exfoliate very lightly once a 
          Check out our acne blog for more insight into acne care and management.
      3. Use toner to close pores and prep the skin for further products.
      4. Then moisturise. Again, making sure you target your particular skin type.

4.    Hydrate! Hydrate! Hydrate!
Every single one of us is made up of 50-70% water. Need we say more as to why hydration is important!?
With the endless benefits of drinking a boat load of water (!!) and keeping hydrated, not only for your skin’s sake, but for your whole body, it’s vital that we replenish the water that we lose daily.
Water aids in flushing out toxins and waste from your body and with this can also help in managing skin conditions such as psoriasis, eczema, acne and dry skin.      

5.    And lastly, diet!
We could go on for days about which foods to eat and which foods not to eat but that’d make for a boring read.
It’s not rocket science… The less fat, grease, salt and sugar you have in your diet, the better.
Vegetables, fruit, food high in vitamin E and C… These will all help 
replenish your dead skin cells with extra healthy cells.


April 24, 2019 — Natalie Nash
How To Cover & Manage Acne For Men

How To Cover & Manage Acne For Men

Read our best tips on what products to use and how to manage acne for men.
April 04, 2019 — Hannah Brill
5 Tricks To Using Concealer For Men

5 Tricks To Using Concealer For Men

Over the years I’ve learnt some valuable lessons about concealer.

  1. Apply it right and it’ll be your best friend. Apply it wrong and you’ll look like a middle aged Kung-Fu Panda.
  2. DO take it for granted - It can be used for an abundance of things including hiding dark under eye circles, evening out skin tone and discolouration or extra coverage for the unwanted spot that cropped up because you had a late one the night before.
  3. It doesn’t have to be used in conjunction with a ton of other makeup products.
  4. The myth that there is a specific order in which you apply your foundation and concealer is just that, a total myth.
  5. Sometimes, less is more.

Most makeup artists or bloggers recommend going 1/2 - 1 shades lighter than your foundation when buying concealer so as to brighten your face, not illuminate! And as much as I love to usually challenge the norm, I agree with the majority on this subject. But don’t go too light, you don’t want to white wash your face!

Personally, I have uneven, rough skin with quite visible pores so before I use concealer, I apply Primer. Primer gives the concealer something to stick to – which ultimately makes it last longer on your face, stops unwanted creasing under the eyes and evens out your pores without clogging them up.

Whether you use foundation or concealer first, it’s up to you. But make sure when you apply concealer, and subsequently blend it, you dab… Not rub. Rubbing will remove the concealer and any already applied product underneath.

I tend to use my wedding band finger to dab as it applies the perfect amount of pressure, the skin around your eyes is much more delicate than that of the rest of your face so the application can’t be too hard. But this technique isn’t gospel, find the perfect way to apply concealer for you.





Another application method is to use our face sponge. Follow the instructions on the box but essentially you soften the sponge using water, ring it out and dab to blend. Dab dab dab.







Check out our application tutorial video below for added inspiration... 




Now for the piece de resistance, the finishing powder. This gem locks in any and all face make up causing a non-shiny, matte finish and we’ve just released an Anti-Shine Powder too – How coincidental!






Apply all over your face, not just to the concealed areas… It’s translucent so you won’t look like Donald Trump after using it. This is my new “go-to” product and I don’t leave the house without it.

April 02, 2019 — Katie Mellor
Keep CALM and War Paint

Keep CALM and War Paint

Men’s mental health has always been quite a taboo subject. 
Well, we say, NO MORE.
March 27, 2019 — Activ8 Distribution Ltd Collaborator