Lions Barber Collective have first permanent home in world-first men’s makeup store

by | Aug 11, 2021

The Lions Barber Collective, founded by British Beauty Council Advisory Board Member Tom Chapman, have their first permanent home in War Paint for Men’s Carnaby Street store.

UK brand War Paint for Men opened their first store at the end of July 2021, with founder Danny Gray saying “I’m so proud and excited to be opening the world’s first men’s makeup brand store in London. For me it was so important that this wasn’t just about opening a shop to sell products, it was about creating somewhere for people to have an experience. I wanted to create a relaxed, inviting place to help men feel comfortable to have a conversation and learn more about makeup, get a haircut or even talk about mental health. Everything we’re trying to do as a brand is about normalising men using products and tools to help them feel more confident and our store is here to do just that.”



War Paint’s founding principle was to offer men more personal care choices, and through looking and feeling better, to improve male confidence. The brand and its founder, Danny Gray, are passionate supporters of men’s mental health issues, which is a theme that features strongly in the store. This has led to a collaboration with The Lions Barber Collective, a group of not-for-profit top-flight barbers, trained in mental health support to help prevent male suicide. The War Paint store will act as their first permanent home, and by paying for a haircut, clients will be helping to save lives.



Technological ‘firsts’ will also be a feature of the store, and will help men discover the products best suited to them individually. One is ‘Ask Danny’, an interactive digital Q&A with Founder Danny Gray. Consumers can ask a screen, displaying founder Danny sitting in a chair, any question about War Paint or men’s make-up. High-tech programming and pre-recorded responses will allow Danny to answer any consumer question. Another technological feature will be ‘Designed by Me’, an innovative service that creates bespoke foundation or tinted moisturiser made precisely for your skin tone in-store.


Visit the Lions Barbers Collective at the new War Paint for Men store at 29 Carnaby St, Carnaby, London W1F 7DH.

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