Danny Grey founded War Paint for Men in 2018 and now, three years later, it’s a leading cosmetics brand for men.
Having battled with mental health issues and body dysmorphia from the age of 14, Danny’s saving grace came in the form of a concealer that he borrowed from his sister. This not only ignited his passion for cosmetics, but also highlighted an immense gap in the market.
For Danny, War Paint is much more than a simple business venture; it’s a way to “break the stigma surrounding men wearing makeup.” War Paint for Men is now a globally recognised brand, has sold over 100,000 units in 80 countries, and has earned Danny a nomination for ‘Disruptor of the Year’ at the Great British Entrepreneur awards.
I believe it’s hugely important to champion brands that are making a change in an industry that I’m passionate about and so I chatted to Danny to find out more about his journey, what motivates him, and what’s next for War Paint.
Why Do You Think There Is Still A Stigma Behind Men Wearing Makeup In 2021?
It’s weird because I think that social media can give off the perception that men wearing makeup is completely normalised, but in real life, men wearing makeup regularly is still pretty uncommon. I think the stigma around it is actually created by other men, we need to be more supportive and less judgemental of each other.
I Understand You Were Bullied While At School, How Has Makeup Allowed You To Become A More Powerful Version Of Yourself?
I started off borrowing some of my sister’s makeup and wearing it into school and I couldn’t believe how much it helped with my confidence. I wear makeup most days now, and people normally wouldn’t even know. People have this idea that if a man is wearing makeup that we’re talking about heavy eye makeup and blusher but that’s not always the case. War Paint’s products are for men who are looking for small ways to enhance their natural look. Obviously there are lots of factors that go towards building up your confidence and many of those are internal, but makeup can definitely play a part.
What Were Your Hero Products Before You Released Your Own Brand?
Foundation has always been a staple for me, it evens out your skin tone and immediately makes you feel more polished.
Huge Cosmetics Companies Like Chanel, Fenty, And Mac Have All Released Gender Neutral Ranges, But What Separates Your Business Model From Theirs?
Some guys are totally comfortable buying from Chanel, Fenty and Mac now that they have a unisex range, and that is great. But we know that there’s a lot of guys who still wouldn’t feel comfortable or have the confidence to buy from those brands.
We’re creating products for the new male beauty consumer, and creating a shopping experience that’s more tailored to the everyday man. Our website clearly explains what every product is, how and why you’d use it, and we also create simple instructional videos for every single product.
“Give Men A Choice” Is At The Heart Of Your Brand, Why Is This So Important?
Lots of guys have days where they don’t feel great about themselves, but they feel constricted by the societal stigma around makeup and so don’t even consider it as an option. We want to make makeup for men normal, and give those men a choice. Our aim isn’t to create divides, but we acknowledge that lots of guys don’t feel like traditional beauty brands provide products or shopping experiences that are tailored to them.
What Three Words Describe Your Business Best?
Choices, unapologetic and mission.
What Is The Biggest Challenge You Have Faced On Your War Paint Journey?
There have been a lot of challenges to get to this point. Very shortly after we launched at the end of 2018, we had a piece of our marketing taken out of context and it went viral in a very negative way. At that moment, I thought I was ruined and that I had lost everything, I had so much invested in the business and I didn’t see how I could recover from that kind of negative backlash. But for everyone who called the brand out for “toxic masculinity”, someone else would actually take the time to look at the brand’s mission, and my personal story with body dysmorphia and they would understand our point of view. Even in the last two years, attitudes towards men wearing makeup have changed so much for the positive.
Your Brand Champions A Simple Makeup Routine, Why Do You Think Makeup Appears So Complicated?
Cosmetics is one of the biggest industries in the world, so they have to keep launching new products and pushing new trends to keep growing. Most beauty websites and counters can be a daunting experience if you don’t know exactly what you’re looking for. Makeup can be as complex or as simple as you want it to be, and we want it to be simple.
Can You Tell Us A Little Bit About Your Book?
Yes! Writing a book has been a dream of mine for a long time. We published it with Haynes, so it’s a proper manual for makeup, full of simple techniques with easy-to-follow steps for great results. It’s tailored to men who want to learn about makeup, and it answers all the questions we get asked regularly.
You Have Received Criticism In The Past For Portraying One (Slightly Typical) Version Of Masculinity, How Have You Addressed This?
If our brand is stimulating conversation around men wearing makeup, we see that as a good thing as it’s bringing the conversation to the mainstream. So we thank those people for their feedback and agree that in an ideal world we wouldn’t need to have a separate brand for men, but right now we do. The reality is that most men feel insecure about buying makeup and value more instructional products that are tailored for their specific beauty needs.
If You Had To Pick Two Of Your Products To Take With You To A Desert Island, Which Ones Would You Choose?
Foundation and anti-shine powder every time!
What’s Next For War Paint? Is There An Area Of Cosmetics You Are Desperate To Break Into?
I can’t say too much yet, but it’s going to be a huge year for War Paint. As the brand grows and the product line increases, it’s equally important to me that we keep pushing for progress and conversation on mental health. We’ve got things coming up this year that I’m so passionate about and that we hope are going to do a lot of good.
It seems that big things are on the horizon for War Paint and they’re definitely a brand to watch.
Whether you’re a newbie, or a seasoned makeup guru, War Paint’s website has loads of step by step tutorials that are easy to follow and full of top tips and advice to help you on your makeup journey.
