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This company is marketing makeup for men and the internet is not having it

This company is marketing makeup for men and the internet is not having it

War Paint: Makeup for Men

War Paint: Makeup for Men is a new brand of cosmetics marketed explicitly to men. With a name like ‘war paint’ and their black packaging, it’s clear they are targeting a very specific demographic: macho men. Since queer men don’t seem to care about the gender of makeup (see: Drag Race), this brand is definitely aiming their product at straight guys who may otherwise see makeup as ‘gay.’


Their website talks about how male skin is ‘different’ than female skin.

‘Many people believe all skin is the same, however, men and women’s skin are very much different,’ they write. ‘Men’s skin is naturally tougher, the skin on a man’s face is 25% thicker than a woman’s, men’s skin also has bigger pores and a lot more of them which produces more sebum than a woman.’

They credit testosterone for these differences.

‘Last I checked (approximately 10 seconds ago), makeup doesn’t inherently belong to one gender and therefore doesn’t need a gender-specific earmark; what’s out there already, regardless of how heavily it’s marketed toward women, is available to and made for everyone,’ writes Marci Robin for Glamour.

‘War Paint justifies the dudely designation by saying men’s skin is different from women’s — it’s “thicker and oilier,” to be specific — and therefore needs its formulas containing vitamin E, tea tree oil, and BHA (salicylic acid). Because there’s definitely no complexion makeup that already contains those ingredients (*cough* The Body Shop Matte Clay Skin Clarifying Foundation *cough* Neutrogena SkinClearing Blemish Concealer *cough* countless others *cough*).’

Twitter reactions

Many on Twitter are roasting the brand for their ridiculous premise, which reinforces toxic masculinity.

Gendered marketing

War Paint’s response

The company actually responded to this criticism on Twitter with an explanation that leaves a lot to be desired.

‘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,’ the company wrote.

Some took issue with the use of the term ‘females,’ and others were baffled by how a company can be both incredibly gendered but claim to be ‘gender neutral’ at the same time.

See Also:

Here’s why YouTubers James Charles and Tati Westbrook have fallen out

11-year-old drag queen gets threats after Converse collaboration

Star vs. The Forces of Evil is normalizing boys who like makeup