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John Lewis becomes the first high street department store to open make-up counter for men

Evening Standard logo Evening Standard 13/01/2020 Naomi May
Tom Ford wearing a suit and tie © Provided by Evening Standard

John Lewis & Partners has become the first high street store to launch a make-up counter dedicated to male make-up.

The department store is currently stocking a selection of foundations, concealers, bronzer and brushes in the menswear section of its Oxford Street flagship as part of a four-week pop-up.

The brand behind it is male make-up brand Warpaint, which aims to break down the misconceptions surrounding male make-up.

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Sales in the first week have been described as "amazing."

The concession is scheduled to finish at the end of January, but John Lewis has indicated it would consider rolling out the concept if there is a demand for it.

Warpaint was launched by Daniel Grey in November 2018 after his appearance on BBC's Dragons' Den saw him gain a £70,000 investment from Peter Jones and Tej Lalvani.

Allied Market Research forecasts the global men’s personal care market will advance at an annual growth rate of 5.5 per cent to reach $166 billion by 2022.

a black bottle on a table: John Lewis now stocks Warpaint's foundation, bronzer, concealer and a range of brushes (Warpaint) © Provided by Evening Standard John Lewis now stocks Warpaint's foundation, bronzer, concealer and a range of brushes (Warpaint)

Amelia Kendrick, the Beauty Buyer for John Lewis & Partners, commented on the launch saying: "Male skincare has significantly developed in the past 10 years and make up is the next natural step on from that. We know that men have used make-up for some time now so it made sense to position this brand in our menswear department alongside other male grooming products like hair styling."

Some of the other male make-up brands to keep an eye out for are BEYL Made for Men Skincare, Shakeup Cosmetics, Mr. Carter's Essentialsm, as well as YSL and Clinique, which both have ranges of concealers, bronzers and brow definers for men.

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