War Paint For Men is on a mission to bring men’s cosmetics into the mainstream and promote positive mental health among men.
Jane Imrie

Men’s makeup brand eyes international growth with fashion retailer partnership

A makeup brand designed specifically for men is set for international expansion with its newest retail partnership.

War Paint For Men has today officially launched with international fashion retailer Reiss as part of its ongoing expansion.

Founded by Danny Gray, War Paint For Men is on a mission to bring men’s cosmetics into the mainstream and promote positive mental health among men, and specialises in a range of products including tinted moisturiser, primer, bronzer, concealer, beard and brow gel.

The new partnership sees the brand being available on the Reiss website from today, with its in-store presence launching at 15 UK outlets as well as three stores in New York in the coming weeks.

War Paint For Men’s Founder Danny Gray commented: “Reiss is one of my favourite clothing brands, so I really trust them with my brand.

“War Paint For Men and Reiss have a lot in common, we both want to help men feel good about themselves, inside and out, by boosting their confidence.

“I know that I can go into a Reiss, or go online, and pick up clothes that will make me feel good, and now War Paint will be able to add to that experience, giving men more options in their appearance.”

Menswear director at Reiss, Alex Field, added: “Danny Gray is a modern gentleman. Reiss was interested in the story and benefits of War paint, particularly the men’s mental health aspect of it.

“We have been dressing men since 1971 and want to provide the tools to make them feel confident. We are proud to work with Danny and the War Paint brand on helping this cause.”

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