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    The Valley Group

    Retail marketing group creating powerful in-store solutions, driven by insight, knowledge and creativity


    Viewpoint Lite | 04/08/21

    Men’s makeup brand War Paint has opened the world’s first men’s makeup brand store, located on London’s iconic Carnaby Street. The world-first store, sells the full range of War Paint for Men products, and offers men the chance to learn about makeup options and trial products.

    According to the brand, it’s founding principle is to offer men more personal care choice, and through looking and feeling better, improve confidence. Its founder, Danny Gray, is also a passionate supporter of men’s mental health, a theme that features strongly in the store. This has led to a collaboration with The Lions Barber Collective, a group of not-for-profit top-flight barbers, trained in mental health support to help prevent male suicide. The War Paint store is their first permanent home and by paying for a haircut, customers will be helping to save lives.

    Founder Danny said: “I’m so proud and excited to be opening the world’s first men’s makeup brand store in London. 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. I wanted to create a relaxed, inviting place to help men feel comfortable to have a conversation and learn more about makeup, get a haircut or even talk about mental health. Everything we’re trying to do as a brand is about normalising men using products and tools to help them feel more confident and our store is here to do just that.”



    According to the brand, War Paint for Men has continued to exceed expectations with products now sold into more than 80 countries. And exciting retail accounts including the first men’s makeup counter in a retail store at John Lewis, as well distribution in Harvey Nichols, REISS and MR Porter in the UK, Sephora in Australia, Loft in Japan and Arnotts in Ireland, bringing men’s make up into new territory.

    Technological firsts are also a feature of the store, and will help men discover the products best suited to them individually. One is ‘Ask Danny’, an interactive virtual Q&A. Consumers can ask a screen, displaying Danny sitting in a chair, any question about War Paint or men’s make-up. High-tech programming and pre-recorded responses will allow Danny to answer any consumer question. Another technological feature will be ‘Designed by Me’, an innovative service that creates bespoke Foundation or Tinted Moisturiser made precisely for your skin tone and skin type in-store while you wait.


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