War Paint founder Danny Gray has been a pioneer in defining what has become a booming category representing a number of firsts: the first men's makeup brand to have a fully stocked men's makeup counter in major retailers, a partnership with English football club Norwich City FC for the 2020-21 season, and now the opening of the world’s first men's makeup store.

The 499-square-foot store located next to Liberty on central London's Carnaby Street embodies War Paint's founding principle to offer men more personal care choices to help them look and feel better and improve their confidence. The brand's commitment to support men's mental health issues is also featured prominently through a collaboration with The Lions Barber Collective, a group of not-for-profit barbers trained in mental health support to help prevent male suicide.

Gray said the opening presents a milestone for War Paint for Men, "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. "

Since its launch in 2018, the business has attracted a highly diverse customer base and shown that men of all ages face similar issues in all walks of life. The store carries a full range of the brand's products, offers grooming services, an interactive digital "Ask Danny" Q&A, and bespoke foundation and tinted moisturizer services.

"Everything we're trying to do as a brand is about normalizing men using products and tools to help them feel more confident, and our store is here to do just that," Gray said.

The brand started with a digital-first business model but is now sold in more than 80 countries through key retailers that include John Lewis, Harvey Nichols, Reiss and Mr Porter in the UK, Sephora in Australia, Loft in Japan, and Arnotts in Ireland.