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Published
Nov 25, 2020
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Reiss adds War Paint for Men products to webstore

Published
Nov 25, 2020

More and more retailers and brands are seeking ways to boost their sales in the current difficult year and brand link-ups are a key way forward. The latest is between War Paint For Men, the male make-up brand, and one of the UK’s most successful fashion retailers, Reiss.


War Paint for Men



This week, the brand launched a number of its products on the Reiss webstore with tinted moisturiser, primer, bronzer, concealer and its latest release, beard and brow gel, now available.

The products will also be debuting via 15 UK Reiss stores and three New York stores in the weeks ahead.

War Paint For Men’s Founder Danny Gray said: “I really trust [Reiss] with my brand. War Paint For Men and Reiss have a lot in common, we both want to help men feel good about themselves, inside and out, by boosting their confidence. I know that I can go into a Reiss, or go online, and pick up clothes that will make me feel good, and now War Paint will be able to add to that experience, giving men more options in their appearance.”

Reiss’s Menswear Director Alex Field added that the retailer “was interested in the story and benefits of War Paint, particularly the men’s mental health aspect of it. We have been dressing men since 1971 and want to provide the tools to make them feel confident”. 

It’s been an interesting year for War Paint, which only launched in late 2018. In January this year it signed a deal to open a men’s make-up counter in John Lewis in Oxford Street, said to be the UK’s first men’s make-up counter. Plans to roll it out in the department store’s locations nationwide were announced in February with John Lewis saying demand for the brand was more than 50% higher than expected. 

But the pandemic then interrupted its physical store growth, although a £1 million+ investment package was announced in May that saw investment firm True, Redrice Ventures and other angel investors providing the company with the cash it needed to expand.

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