War Paint is one of the world’s leading men’s makeup brands. Their mission is to give men the freedom to feel confident every day. Since 2018, they’ve sold 250k+ units worldwide and opened the first-ever men’s makeup store on London’s iconic Carnaby Street. Fundraising to launch their new skincare line.
When our founder Danny first borrowed his sister’s concealer at 15, he discovered what our customers experience every day: the power of these products and how they can make people feel about themselves. And when he couldn’t find a brand that related to him? He created one.
Since launch in 2018, we’ve gained media attention (GQ, BBC, The Independent), going viral several times. This has translated into sales to thousands of customers around the globe, with average 100% YoY growth (FY '21 £1.5m P&L -£1.3m)*.
We are not a subset of a women’s brand. We speak directly to male customers in their language. That’s our USP. We sell our award-winning products D2C and through selected partners e.g. John Lewis & Reiss.
War Paint is about more than just products. We have partnerships with Norwich City FC & Wigan Warriors to support mental health initiatives. We’ve also opened the first men’s makeup & wellness store in the world.
While men’s makeup is still a growing sector, the men’s skincare market is well established; it’s estimated to grow to $16.9bln worldwide by 2027 (+5% 2020-27). With our existing credibility, partnerships and distribution channels, we see the skincare market as the next category to tackle.
Your funds will enable us to create a new skincare line that will complement our existing products and help grow our customer base. Join our mission today.
*Based on management accounts