UK CEO, CHRIS FREELAND, EXPLAINS WHAT BRANDS CAN LEARN FROM WAR PAINT, WITH THE DRUM

"It’s the 2020s and it’s easy to feel that when it comes to the beauty category, we’ve seen everything; that anything goes and that there’s nothing new under the sun.

So why has a new brand, one aimed primarily at heterosexual CIS-gendered men, attracted so much attention

That brand is War Paint and last week you would be hard pressed to miss the media stir this caused when John Lewis announced, following a successful pilot, it was permanently stocking the product in its Oxford Street flagship store. It’s a skincare and makeup range for men who want to improve their looks without it being obvious. Danny Gray, the brand’s founder, caused a stir when he won £70,000 funding from Dragon’s Den investors."

Read more with The Drum.