John Lewis becomes first major retailer launch male-only makeup concession with War Paint

John Lewis has become the first major retailer to launch a makeup counter just for men which has reportedly seen “amazing sales”.

War Paint For Men, a British makeup brand which rose to fame after appearing on Dragons Den, is the first all-male makeup brand to win a concession at the department store.

The pop-up launched on January 2 in the department store’s Oxford Street flagship, and is set to run until the end of the month.

“Male skincare has significantly developed in the past 10 years and make up is the next natural step on from that,” John Lewis’ beauty buyer Amelia Kendrick said.

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“We know that men have used make-up for some time now so it made sense to position this brand in our menswear department alongside other male grooming products like hair styling.”

John Lewis said that the first week of sales had been “amazing” and suggested that the pop-up could be extended if there was significant demand.

In 2018 War Paint’s founder Daniel Grey secured a £70,000 investment from Jessops owner Peter Jones and fellow dragon Tej Lalvani on the television programme Dragons Den.

Its range of foundations, concealers, bronzer and brushes are also available at numerous Harvey Nichols stores across the UK and to online.

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