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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.

  • One of the worlds leading men’s makeup brands with first-ever men’s makeup store.
  • Partnerships include John Lewis, Reiss, Sephora & Virgin Airways.
  • Men’s skincare market is exp. to be $16.9bn by 2027, CAGR 5.1% 20-27.
  • Average 100% YoY growth since launching in 2018.
Information £130,000 of funds on the progress bar represent funds raised by the Company prior to launching the campaign. The Company has already received these funds. Completion of the Crowdcube raise will occur on the same material terms and share price

Idea

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

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Risk warning

Investing in start-ups and early stage businesses involves risks, including illiquidity, lack of dividends, loss of investment and dilution, and it should be done only as part of a diversified portfolio. Crowdcube is targeted exclusively at investors who are sufficiently sophisticated to understand these risks and make their own investment decisions. You will only be able to invest via Crowdcube once you are registered as sufficiently sophisticated. Please click here to read the full Risk Warning.

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War Paint For Men has been given advance assurance by HMRC that the proposed share issue is likely to qualify for Enterprise Investment Scheme (EIS) tax relief.

Tax relief is available to individuals only, with income tax relief currently set at 30 per cent of the cost of the shares for the tax year in which the investment was made. The tax reliefs can also reduce your Capital Gains Tax bill. Read More.

Availability of tax relief depends on your individual and the company’s ongoing circumstances and applicable law.