A Short History of Manly Beauty Products for Masculine Men

In mid-May, the British makeup company War Paint went viral for a social media rollout that promised makeup “specifically formulated for men.” The brand, which produces concealer, bronzer, and tinted moisturizer, sells their products packaged in slick, black boxes and photographed in the hands of buff, tattooed male models, explicitly targeted men. War Paint’s moment of viral fame earned them brutal rebuke as they quickly became the fleeting face of “toxic masculinity.” Some outlets argued that the “violent branding” preyed on men’s insecurities, while others said War Paint’s campaign was indicative of “fragile...

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