Makeup for men brand called out for promoting toxic masculinity

Published: May 11, 2019


People are up in arms on social media over a “make-up for men” advert that they say is showing the fragility of toxic masculinity.

The beauty video is marketed by UK cosmetic brand War Paint which promotes itself as “Make Up Design By Men, For Men.” Recently, the brand shared a short clip to advertise their product – but much to the dismay of many onlookers, the man in the video is decorating himself with typical masculine art such as skulls and war images.  Meanwhile, the company is proudly boasting they had created a brand that is especially formulated for men’s skin.



Twitter users had something to say about the controversial video, condemning the advertising as promoting toxic masculinity.

NPR correspondent and host Sam Sanders was, the least to say,  unimpressed as a man who himself wears makeup.

Other female tweeters seemed to have a problem with the way the cosmetic brand is marketing itself for men.

Makeup doesn’t seem to be the only thing War Paint is trying to promote ‘over exaggerated’ masculinity with.  People also picked up on the brand marketing canned water as a manly ‘thirst killer.’  Their Twitter account has since been inundated with relentless ridicule.

One user commented how “upsetting” everything is about the advertising.

While everyone else seemed to be just plain annoyed.

It just seemed to be going from bad to worse for the brand when the artist of the song played in the warpaint advert, Two Feet, also chimed in to criticise the brand for using his music.

The company has since clarified what they mean by “formulated specifically for men’s skin,” by explaining that ” men have whole shed load of testosterone, their skin is both thicker and oilier than women’s.”

The creator of War Paint took to Twitter to address the reason why he started the company, explaining that he suffers from body dysmorphia because of childhood bullying and that he started the brand to create something he felt “confident” wearing.

The vegan and cruelty-free beauty brand has since taken down it’s advertisement on Twitter over what seems to be a copyright issue.

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