“Makeup Designed By Men, For Men” Claims It’s Gender Neutral

Toxic masculinity, but make it makeup. This is the marketing angle for men’s makeup startup “War Paint” (tagline: “Make Up Design By Men, For Men”) seems to be banking on with its brand debut. It officially launched yesterday (May 8) with a video showing a Herculean, tattooed bro showering, à la Old Spice commercial. He then applies concealer before slipping on a skull ring. Read more at Quartz.