Men's make-up brand War Paint lands in Superdrug

By

Nigel TAYLOR

Published
Nov 9, 2022

Superdrug has expanded its men’s offer, adding make-up to its line-up as the UK beauty & health retailer aims “to offer consumers the best choice on the high street”.

War Paint (no relation to Warpaint London) has made its debut at the retailer with a range of men’s make-up products and an exclusive skincare collection, available in 350 stores and online.

That makes Superdrug the only retailer (aside from the War Paint brand’s flagship Carnaby Street store) stocking the label’s three main skincare products – Night Serum (£22), Eye Cream (£26) and Moisturiser (£24). The make-up offer also includes Foundation (£26) and Beard & Brow Filler (£12).

“War Paint is committed to breaking down the stigma surrounding men wearing everyday make-up, keeping confidence and empowerment at the centre of their mission and are 100% dedicated to making men’s make-up the norm for those who wish to wear it,” Superdrug said at launch.

Brand founder Danny Gray added that Superdrug is “an accessible high street store that feels comfortable for both men and women. Men wearing make-up should be the norm and we are one step closer to achieving this with Superdrug on board.”

Megan Potter, Superdrug Trading Director, also highlighted that its’ “inclusive and accessible. 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.”