War Paint

Our story starts over 15 years ago when our founder Danny first borrowed his sister’s concealer. He discovered what War Paint customers the world over experience every day: the power of makeup and what it can do. Not just improving the way you look, but the way you feel about yourself. And when he couldn’t find a brand that related to him? He created one.

A men’s wellness company built on makeup and ready to empower inside and out. War Paint is on a mission to give men the freedom to feel confident every day through our products, tools and experiences.

Since launching in 2018 we’ve sold over 250k units across 115 countries worldwide, gone viral twice, appeared on Dragon’s Den (yes we got offers from all five dragons), and even opened the world’s first men’s makeup store on London’s iconic Carnaby Street. We’re proud to have doubled our sales each year since launch, and we’ve got big plans for the future.

But War Paint isn’t just about products - We’ve partnered with sports teams like Norwich City FC, Wigan Warriors and The Lions Barber Collective to support mental health initiatives, and out of the success of War Paint, Danny has been able to launch JAAQ: a free mental health platform providing people with credible information from world-leading mental health experts and people with lived experience.

Come and join our small but mighty team and help us lead the way in this fast-growing industry.