True has led an investment of c.£1 million into men’s make-up brand War Paint, co-investing with Redrice Ventures, led by partner Robert Senior and other angel investors. Since launching in 2018 War Paint has received a phenomenal amount of attention from the press and is the first men’s make-up brand to have a fully stocked counter in stores including John Lewis and Harvey Nichols. It also sells via Mr Porter and from its own website. The capital will fund a strengthening of the War Paint team and to further drive brand awareness.
Danny Gray, founder & Matt Lumb, CEO, War Paint said: “We’re both absolutely delighted to have partnered with such an established and reputable investment firm as True. Along with the investment itself, we believe their wealth of experience and their broad network will catapult War Paint to the next level as we strive to be the global leader in the men’s make-up space. the fact that we were able to finalise the investment during a global pandemic illustrates just how much belief everyone has in our amazing brand.”
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