John Lewis just became the first high-street retailer with a male make-up counter

John Lewis has made history by becoming the first high street store with a make-up counter for men.

The popular department store recently debuted the new counter which is dedicated to make-up products for men including a range of foundations, concealers, bronzer and brushes.

John Lewis male make-up counter
Getty Images

The counter is currently only in the John Lewis flagship store on Oxford Street, London and is part of a special four-week offering in the menswear department, with product by male make-up brand Warpaint – a business dedicated to dismantling stereotypes and misconceptions about male make-up.

The pop-up launched in the beginning of January and is set to come to close at the end of the month. But according to the retailer, sales in the first week alone proved to be a success, so who knows? They might bring it back as a permanent concession if things continue that way.

Warpaint

Commented on the launch, Amelia Kendrick, Beauty Buyer for John Lewis & Partners said: ‘Male skincare has significantly developed in the past 10 years and make-up is the next natural step on from that. We know that men have used make-up for some time now so it made sense to position this brand in our menswear department alongside other male grooming products like hair styling.’

John Lewis male make-up counter
Warpaint

Warpaint is led by Dragon’s Den star Daniel Grey and was first launched in November 2018, following Grey’s success on the hit BBC show where he won a £70,000 investment from Peter Jones and Tej Lalvani.

However, it looks like there’s set to be even more male make-up brands in the near future. Evening Standard reports that data by Allied Market Research has revealed that the men’s personal care market is set to advance at an annual growth rate of 5.5 per cent to reach $166 billion by 2022. So expect to see a lot more where this came from.