StyleTwitter Is Baffled Over War Paint, a Brand Selling 'Makeup for Men'
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Repeat after me: there are no rules for wearing makeup. Ason the red carpet or "beauty boy" and his MAC contract can tell you, men can wear makeup. Yes, men. Can you believe it?!?
A new UK-Based beauty brand calledseems to think it's a novel idea-so novel, in fact, that they've created a line of makeup clearly, curiously labeled "FOR MEN." The products include concealer, foundation (in just three shades), bronzer, and face powder. What, exactly, makes these products just for men? For one, they have all-black packaging with all-white, capital lettering, so men don't have to deign to buy makeup in a pink package like some kind of girl. The ingredients are also apparently "tailor[ed] to the male skin" which is "naturally tougher" than women's.
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I'm a drag queen. I use literally the same makeup as women.... never had an issue with my "tough skin"- Kandy DaThrush (@KandyDathrush)
"We couldn't find a makeup brand formulated specifically for men's skin; so we created one," the brandon May 8 alongside a video featuring a tough-looking, tattooed bro wearing a skull ring applying concealer. All of their videos so far seem to evoke 2000s-era Axe Body Spray, clearly targeting hetero men who obviously cannot be caught dead shopping for themselves in Sephora.
"At the age of 12 to 14 I started using my sister's makeup, stealing a bit here and there, a bit of concealer, so since then I've used make up even more," Founder Daniel Gray says in a, "But I never really found a brand that I found related to me or I felt comfortable in buying."
This woman had the perfect response when a coworker insulted her makeup
She fought back in the most beautiful way possible.
Twitter has been having a field day with War Paint, coming up with humorous takes and valid critiques about the brand name and the toxic masculinity oozing from its campaigns:
Wow, better take him swimming on the first date so you know what you're really getting!- Cassiandra (@catscomicsetc)
I prefer natural men, it's such false advertising to take a man home and realize he has dark circles in the morning- ‧͙⁺˚*･༓☾claire☽༓･*˚⁺‧͙ (@ClaireHellrod)
Makeup called War Paint! Water called Liquid Death! If you've ever wondered just what toxic masculinity is, it's taking simple things like self-care and hydration and using the military industrial complex and violence to make them palatable to men.
People are destroying their James Charles makeup following his feud with fellow beauty YouTuber Tati Westbrook
While some fans have burned the eye-shadow palette, others have taken knives to the makeup to completely destroy it.- amil (@amil)
i don't know what's more depressing. not to be able to enjoy things because of a deep unspoken contempt for women, calling something "war paint," or a person pouring a bunch of foundation into their palm and smearing it onto their face- wikipedia brown-mormont (@eveewing)
Not only that but the fact they’ve named their product ‘war paint’ screams of heteronormative toxic masculinity. They’re cancelled.- Emma Holmes (@emmaholmes_)
Imagine waking up to him in the next morning...looking like a completely different person ????????????- Rhaenara (@AnnettaMagKekse)
This is why women have trust issues ????- ????ZB Simpson (@ZBSimpson)
If men’s skin is so special, then why does this foundation have all the same ingredients as- SewMThing Clever???? (@sewmthingclever) Total Control Drop foundation? My dudes, don’t pay a markup and international shipping when you could get the same thing at the pharmacy. ????
My wife is a professional makeup artist and here's what she says about your product:
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No, that’s not a real thing. That is toxic masculinity marketing- Rick Waldron (@rwaldron)
It's not water, it's LIQUID DEATH
It's not makeup, it's WAR PAINT
It's not an earplug, it's a SKULL SCREW
It's not a donut, it's a BRONUT
but it's definitely fragile masculinity- andi zeisler (@andizeisler)
Like, they can’t even show the man actually really putting any of this on because godforbid he doesn’t look masc and super duper cool with his skull ring and TAtToOs- Bri Kane (@BRIawesome)
Exactly. "War paint" used by native American men was especially used with the intention of sacred protection. Not vanity of millennial men and the weak toxic marketing of corporations who are playing to American insecurities.- Mona C ???? indigenous artist (@Spotted_cloud)
The brand did respond to the backlash in one, writing: "If you look at our reviews you will see men from 16 to 75 using our products and loving them. If females can have products just for women, why can’t men? Our aim is to allow makeup to be gender neutral and to do that we must have male specific brands also."
“Females”- roxane gay (@rgay)
This Popular UK Makeup Brand Is Finally Coming to Target.
It's all under $15.
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