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Thanks to a glut of “beauty boy” Instagram/You Tube influencers, the Bravo show , and, presumably, a more universal recognition that makeup can be fun and also cover stuff up on your face that you don’t want to see, makeup on men is becoming increasingly visible.But the average cisgender heterosexual man still does not feel comfortable buying makeup, for a host of complicated reasons.The biggest issue is the name and associated imagery.

“What exactly is War Paint’s business proposal that they think [we need] a concealer or foundation for men? What immediately popped out to me is that the foundation’s third listed ingredient is coconut oil, an ingredient that notoriously can exacerbate acne in some people, one of the issues that War Paint calls out as a malady men suffer more because their skin is oilier. They need to be educated on what it takes for a makeup product to deliver desired results,” says Bart Kaczanowicz, a beauty blogger with 32,000 Instagram followers. See below.) Kaczanowicz points out that most men’s lines are seriously lacking in shades and a range of formulas that cater to different skin types. It uses imagery of primarily light-skinned men and only offers three concealer shades and five foundation shades.

One thing it does not show very clearly is how the makeup looks on the guy’s face. The point is to show you that this is a thing for men. (Hello, Liquid Death canned water.) It’s tempting to at first assume that this is satire or a clever tongue-in-cheek ad because of how absurd some of the imagery is. UK-based founder Daniel Gray says in a video on the brand’s site that he started the brand because he wears makeup and has experienced body dysmorphia after being bullied in middle school.

Makeup for men is not new, and is actually more mainstream than it has ever been, as Vox’s Anna North detailed last September.

(Many even come in plain black packaging.) Kaczanowicz liked War Paint’s packaging and says he would try the brand, but had mixed feelings about the marketing.

“What I find a bit harder to relate to are the visuals of six-pack abs and full sleeve tattoos.

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