Male makeup brand War Paint is being accused of "toxic masculinity" in its ad
10 May 2019, 17:12
People are calling out cosmetics company War Paint after they said they couldn't find a "brand formulated specifically for men's skin". Internet users are pointing out that many men already use cosmetics and the problematic nature of marketing everyday items to men, specifically.
A makeup brand for men, called War Paint, is being criticised on the internet after the company posted an ad for the product on Twitter.
In a recent tweet, the company teased the product by saying it "couldn't find a makeup brand formulated specifically for men's skin" and people had a lot of THOUGHTS about that.
We couldn't find a makeup brand formulated specifically for men's skin; so we created one: https://t.co/X0xaeIOBsV pic.twitter.com/XDRySRWTkq— War Paint (@warpaintmufm) May 8, 2019
The criticism of the product's marketing taps into a wider conversation about gendering products that don't necessarily need to be gendered. For example, the difference between men's razors and women's razors in supermarkets usually comes down to the packaging and marketing of each product. Not an inherent difference between quality or how one would use the item.
People had a lot to say about the concept of "makeup for men" and the tone of the ad.
😤 WAR PAINT 😤 in 🔪masculine🔪 black packaging so nobody thinks you’re a 💁🏼♀️ girl. Specifically formulated for your 🛠 LEATHER TOUGH MAN SKIN 🚬 also, a SKULL RING 💀 💀 https://t.co/XofXFRj0R5— Samantha Ravndahl (@SsssamanthaaMUA) May 9, 2019
As a man who has purchased makeup for photo and video work for YEARS now, I can say definitively — the same makeup that works for women can also work for men. This is stupid. Toxic masculinity is stupid. Grow up and go to Sephora. https://t.co/WfBLRt4RKR— Sam Sanders (@samsanders) May 8, 2019
or... you can just put ur insecurities away and use regular makeup https://t.co/Lq1dNCA2bC— baoii🍥 (@_baoii) May 10, 2019
Masculinity in 2019 is fucking exhausting. https://t.co/nNDMY3UNCv— Benjamin Law (@mrbenjaminlaw) May 9, 2019
And there were plenty of jokes about marketing everyday items specifically to men.
We couldn’t find any toilet paper specifically engineered for tough men so we created one: we call it Fistfighting Your Own Butthole™️ https://t.co/QIUfYWOh6S— Unoriginal Tweeter (@LostCatDog) May 10, 2019
Ion get it why can’t y’all just buy makeup lol why it gotta be— 𝐂𝐚𝐫𝐚𝐦𝐞𝐥 𝐌𝐚𝐜𝐡𝐢𝐚𝐭𝐭𝐨 (@OT7whore) May 9, 2019
“𝖂𝖆𝖗 𝖕𝖆𝖎𝖓𝖙 𝖋𝖔𝖗 𝖒𝖊𝖓.”
If y’all don’t take your ass to sephora 🚶🏽♂️ https://t.co/ulBZOFKQHZ
MAKEUP IS FOR LADIES— adam koebel (@skinnyghost) May 9, 2019
MEN USE FACE VIOLENCE
TAKING CARE OF YOURSELF IS GAAAAAAAAAAAAAAAY https://t.co/gZMcdcADf6
Folks also had questions about the difference between men and women's skin.
Showing the actual colours might be too gay I guess? Also, what the fuck is "man" skin made of???? https://t.co/0xA6ZEjeCP— âpihtawikosisân (@apihtawikosisan) May 9, 2019
Didn't realise men and women had different skin??? https://t.co/ngBjgvTBG9— jack (@_EC0_) May 9, 2019
On War Paint's About Us page on their website, the company laid out what they say are the differences between men and women's skin.
"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."
The creator of War Paint took to Twitter on Friday to address his reason for starting the brand, presumably because of all the attention the marketing was receiving.
He explained that he suffers from body dysmorphia because of childhood bullying and that he started the brand to create something he felt "confident" in wearing.
War Paint: Our Founders Story pic.twitter.com/NgfMraja7n— War Paint (@warpaintmufm) May 10, 2019