Men's make-up brand War Paint criticised on Twitter for promoting 'toxic masculinity'

'What if I’m not a heavily tattooed, narcissistic bro with toxic masculinity issues?'

A new video campaign promoting make-up for men has been criticised online for promoting “toxic masculinity”.

On Wednesday, War Paint – a male-targeted vegan beauty brand – shared a video of its latest campaign on Twitter alongside the caption: “We couldn't find a make-up brand formulated specifically for men's skin; so we created one.”

In the short clip, a heavily tattooed and muscular man can be seen showering before applying products to his face and putting on a skull ring.

Since sharing the video, War Paint’s post has received more than 2,500 comments from Twitter users, many of whom have criticised the brand for its use of overtly masculine imagery by focusing more on the male’s physique than the actual products.

“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 [sic],” one person wrote.

Another commented: “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 [sic].”

A third person added: “But, what if I’m not a heavily tattooed, narcissistic bro with toxic masculinity issues?”

Some also took issue with the fact the products were aimed solely at men, questioning whether gendered make-up should even exist.

“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,” one person commented.

“This is stupid. Toxic masculinity is stupid. Grow up and go to Sephora.”

Another person added: “There's already makeup for men. It's the same as makeup for women.”

Other Twitter users took issue with the brand’s name, suggesting that “War Paint” is culturally appropriative.

“War paint used by native American men was especially used with the intention of sacred protection,” one person wrote.

“Not vanity of millennial men and the weak toxic marketing of corporations who are playing to American insecurities.”

While War Paint has yet to directly address the backlash it has received, the brand has responded to some comments on its Twitter account about gendered make-up.

“If females can have products just for women, why can’t men?” the brand wrote in response to one person.

“Our aim is to allow make-up to be gender-neutral and to do that we must have male-specific brands also.”

In another response, War Paint shared a statement that can also be found on its website, writing: “Many people believe all skin is the same, however, men and women's skin are very much different.”

The brand then goes on to explain that because men have larger pores, thicker skin and shave regularly they need differently formulated make-up to women.

In January, an advert about the dangers of toxic masculinity by personal care brand Gillette sparked a heated debate online.

While some described the advert – which addressed issues such as sexual harassment, mansplaining and cyber bullying – as “an amazing call to cation”, others weren’t convinced.

In response to the clip, Piers Morgan tweeted: “I've used Gillette razors my entire adult life but this absurd virtue-signalling PC guff may drive me away to a company less eager to fuel the current pathetic global assault on masculinity.

“Let boys be damn boys. Let men be damn men.”

The Independent has contacted War Paint for comment.