The Best Makeup for Men (That Doesn’t Capitalize on Outdated Male Stereotypes)

The Best Makeup for Men (That Doesn’t Capitalize on Outdated Male Stereotypes)

Earlier this month, the brand War Paint launched an advertisement for a line of men’s makeup—specifically, concealer, tinted moisturizer, foundation, bronzer, and anti-shine powder. There aren’t a lot of brands that target makeup directly to men. On paper, it’s a winning formula: a market opportunity upon which brands like War Paint can capitalize. After all, there are plenty of skincare and haircare brands “for men”. Why not launch a men’s makeup brand?

The aforementioned ad, however, chose a very targeted angle, showcasing a muscled, tattooed “man’s man”, if you will, with skull rings and perky pecs, applying tinted moisturizer to his face. The implication: This brand is for REAL MEN. Grunt! A tweet from War Paint explained they created these products because they “couldn’t find a makeup brand formulated specifically for men’s skin”. Huh? “It’s about understanding that not all men have that confidence [to buy makeup in the women’s … Read the rest