Superdrug has announced the launch of War Paint, a range of men’s makeup products and an exclusive skincare collection, which will be available in 350 of its stores and online.
Founded by Danny Gray as a result of learning that makeup works as a tool to help manage his body dysmorphia, the range has already garnered lots of attention here in the UK – including a successful pitch on Dragons’ Den and winning an entrepreneurial award for ‘disrupting the beauty industry’.
Superdrug is the only retailer, aside from the brand’s flagship Carnaby Street store, stocking War Paint’s three main skincare products – Night Serum, Eye Cream and Moisturiser.
Founder Danny Gray comments: “My mission has always been to break down the barriers for men who want to wear makeup, so I am thrilled to be launching into Superdrug, an accessible high street store that feels comfortable for both men and women. Men wearing makeup should be the norm and we are one step closer to achieving this with Superdrug on board.”
Megan Potter, Superdrug trading director, said: “We’re proud to be an inclusive and accessible retailer and we are happy to announce the launch of War Paint into selected stores and online. As a brand, we always work to ensure our customers’ needs are met and we have seen a growing demand for men’s cosmetics and grooming products. We are sure War Paint will be a huge hit with our customers.”
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