People Are Slamming Men's Make-Up Brand War Paint For Promoting 'Toxic Masculinity'

There's a new cosmetics line entering the ever-growing market.

War Paint is the name and they have their sights set on selling to the male demographic but people online have some thoughts about the company.

Men wearing makeup isn't something that's brand new to the beauty industry.

Drag queens, cross-dressers and Trans women have been wearing makeup for ages now and doing a banging job at it too.

Today, you can find tons of YouTube tutorials from men that know how to beat their face.

Jeffree Star, Patrick Starr and Many Mua are just a few of the male makeup vloggers that have been dominating the YouTube beauty world.

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No one seemed to have anticipated, however, something quite like this.

War Paint For Men

War Paint is the new makeup brand that is specifically catered to men.

It was founded by a man by the name of Daniel Gray, who says that he started the brand after he felt that he couldn't find a makeup brand that he was comfortable buying for himself.

The whole concept seems to be about offering makeup to hyper-masculine men who wouldn't buy makeup otherwise.

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The advertisements for the products are interesting.

War Paint's ads feature ultra-masculine men covered in tattoos applying their makeup in the manliest way they could muster.

They almost remind you of an Axe commercial and include all of the stereotypical markers of a male-geared advert.

There's the dark, black and grey color scheme, the clean cut manly-man and let's not forget to add in his "edgy" skull rings.

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People online wasted no time pointing out the red flags for this company.

The first one being that there wasn't exactly a need for men's makeup if "women's makeup" was accessible to be used by all genders.

In fact, Fenty Beauty had put out a men's makeup tutorial using their products right around the same time.

"I am so sick of this gendered male beauty & toiletry s--t If a man like me is going to wear make up, wear make up, but I refuse to buy this bulls--t 'men's products,'" wrote one Twitter user in response to War Paint's ad.

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It seems as though the"real" issue the cosmetic's company was addressing was that other makeup brands out there simply looked too "girly" or "feminine."

“We’ll market it based solely on how masculine you can look while putting it on!” one person joked.

Another chimed in and said, "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."

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Then there was the problematic name.

Right away, people online pointed out that the brand's name was insulting to Native people who actually use real war paint for purposes other than vanity.

"'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," wrote one person.

Whew, there is just too much to unpack here.

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War Paint did at least try to explain why their many makeup was needed.

On their website they explained why the felt it necessary to have cosmetics formulated for men.

"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. The difference in men’s skin to woman’s skin is caused by hormones, specifically testosterone."

They then listed a few of their man-specific ingredients which include vitamin E, Tea Tree Oil and BHA.

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Still, people aren't buying it.

"If men’s skin is so special, then why does this foundation have all the same ingredients as @NyxCosmetics Total Control Drop foundation? " someone argued.

People also pointed out the company's serious lack of shade diversity.

"Men have very special and tough skin and that’s why instead of just lady makeup we need diverse products. Also men only have 3 skin tones,” one person joked.

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Overall, a vast majority of people felt the brand had more work to do.

"I do want to say, a lot of men who like makeup aren't the Axe body spray circa 2000s type, hope to see your comms explore other flavors of masculinity," suggested one Twitter user.

Another added that the idea in theory was good but the execution was way off.

"Masculine makeup is smart. Anyone should feel comfortable trying makeup. We're not there yet and this could be a good stepping stone, but this execution is BAD. Skin tones exist, Youre not showing their face, the video cuts off, your support response are awful. You're not ready."

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