At age 15, he started getting spots, as most young men do, which really impacted his mental health. His sister helped him by providing a shoulder to lean on and also giving him a concealer to try. He was shocked by the results. He couldn't believe the power of what makeup could do for his appearance and his confidence.
He knew that there must be other men looking for makeup products for them, and the beginnings of an idea for a men's makeup brand was born.
Years later, his partner Kirsty suggested he might have body dysmorphia: A mental health condition that causes people to obsess about their appearance. Since then, he's learned more about the condition and how to manage it with therapy and other techniques.
Living with body dysmorphia never disappears completely, but it hasn't prevented him from achieving things. He's used it as his purpose for starting War Paint.