War Paint for Men Opens First Store in London’s Carnaby Street – WWD

LONDON Males’s make-up model Battle Paint for Males has opened its first retailer in central London’s Carnaby Avenue.

The 499-square-foot retailer, which is correct subsequent to the division retailer Liberty, carries its full vary of merchandise, in addition to providing grooming service supplied by The Lions Barber Collective, a bunch of not-for-profit barbers skilled in psychological well being assist to assist stop male suicide.

A concealer pen is priced at 18 kilos and a basis at 24 kilos. The model additionally gives an inclusive final set for 152 kilos, which incorporates primer, tinted moisturizer, concealer, anti-shine powder, bronzer, beard and forehead gel, a face sponge, steel powder brush, and bamboo and cotton remover pads.

Danny Grey, founding father of the model, mentioned the opening presents a milestone for Battle Paint for Males, as he claimed it because the “world’s first males’s make-up retailer.”

“For me, it was so necessary that this wasn’t nearly opening a store to promote merchandise, it was about creating someplace for individuals to have an expertise. I wished to create a relaxed, inviting place to assist males really feel snug to have a dialog and be taught extra about make-up, get a haircut and even speak about psychological well being.

Danny Gray, founder of War Paint For Men

Danny Grey, founding father of Battle Paint for Males 

“Every little thing we’re attempting to do as a model is about normalizing males utilizing merchandise and instruments to assist them really feel extra assured, and our retailer is right here to just do that,” he added.

The shop additionally comes with a digital “Ask Danny” Q&A session to solutions any questions a buyer might need in regards to the model or males’s make-up, and a bespoke service for personalised basis and tinted moisturizer.

Samantha Bain-Mollison, retail director of Carnaby Avenue’s proprietor Shaftesbury praised Battle Paint for Males as a “new and thrilling idea is a superb addition to the realm.”

A smart mirror displaying virtual "Ask Danny" Q&A session

A wise mirror displaying digital “Ask Danny” Q&A session 

The model began with a digital-first enterprise mannequin promoting on Shopify in 2018. Grey mentioned the model’s direct-to-consumer brings in a majority of revenues. In yr one the model noticed 380,000 kilos in gross sales and this determine doubled within the second yr.

On high of its first bodily outpost, Battle Paint for Males now can be being bought in additional than 80 nations. Key retailers embrace John Lewis, Harvey Nichols, Reiss and Mr Porter within the U.Okay., Sephora in Australia, Loft in Japan and Arnotts in Eire. | Battle Paint for Males Opens First Retailer in London’s Carnaby Avenue – WWD


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