CEO MONTHLY / ISSUE 12 2023 17 Sep23459 War Paint for Men is on a mission to empower men everywhere, helping them to feel ready for whatever the day may bring. Although the team are passionate about what they stand for, that makeup and the subsequent confidence is not just for women, but rather everyone that wants it, the approach taken by the company is to not take itself too seriously. War Paint for Men boasts a host of products that are designed to look cool in the bathroom yet stand for something for more. This stems from the company’s incredibly personal story, whereby Founder Danny Gray was bullied for his appearance, and at the age of 15, discovered what the company’s customers around the world realise every day, the power of makeup products. We speak with Male Grooming & Wellness CEO of the Year 2023 – London awardee Matt Lumb, to learn more about the company’s makeup for men and the innovative leaps he has made within the industry. When a 15-year-old Danny Gray borrowed his sister’s concealer, little did he know that he was laying the foundations for a cause much greater than his own, helping men everywhere to unlock a new confidence and feel happy in their own skin. Discontent with the market’s offerings, Danny created his own brand of award-winning products that are not just women’s makeup repurposed or repackaged but designed specifically for men’s skin. Danny’s experiences being bullied led him to develop body dysmorphia, and he would obsess about his appearance down to every last detail. Thanks to War Paint for Men, men no longer have to stress about a lack of cosmetic products on the market and can embrace makeup without the fear of having to buy products that look feminine and are designed for female skin. Since launching in 2018, the company has become the world’s leading male cosmetic brand, and with an innovative ethos that challenges societal norms, Matt Lumb’s role as CEO ensures both medium- and long-term visions are effectively executed by a fully engaged team of experts. Everybody within the company holds its core values dear, firm in the belief that every man should be able to use makeup without facing ridicule of condemnation. Many people who hear about the products offered by War Paint for Men believe that the audience demographic is solely the 18-25 sector and are surprised to hear that approximately half of the company’s customers are aged 35 or over. Men also experience insecurities surrounding their appearance, and often these only increase with age. By empowering men to be comfortable with talking about their appearance, the company opens up discourses around issues of masculinity, and in the same vein, is not afraid to make innovative leaps and be the business that does things first. To this end, the company opened the world’s first men’s makeup counter in January 2020, proudly housed in John Lewis on London’s world-renowned Oxford Street. This subsequently led to the brand being the first of its kind to break through into the coveted duty-free cosmetics market of the sky, launching a partnership with Virgin Atlantic just before the Covid-19 pandemic hit. Success did not end there, as in 2021, War Paint opened the first men’s makeup store in the world on the iconic Carnaby Street in London’s Soho region. For Matt, this continuous prosperity stems from the brand’s relatability and authenticity, with feedback the company garners often corroborating this. Matt’s methods as CEO centre around a hands-on approach. He believes that “people work for people, not for companies”, and with this mindset to boot, has created an atmosphere where culture is king. This culture begins at the top and trickles down the company ladder, and so as CEO, Matt is a firm believer in setting the gold standard and leading by example. Moreover, empowerment is key at War Paint for Men, and one of many highlights of the job for Matt is witnessing first-hand the progress and development of employees. Since people learn as much from a bad boss as they do a good one, Matt is aware of the importance of ensuring people are treated well, feel important and are listened to at work. None of this success would have been possible without the business having the right team behind it, and Matt has been fortunate enough to experience this not only at War Paint, but also in his previous position as CEO of Tangle Teezer, the world’s first and best-selling de-tangling hairbrush, from 2011 to 2018. As Matt explains, “if you can find the right mixture of a great brand, a great product, and a great team, then you might have a chance of success.” Moreover, Matt strives to remain on an equal playing field with all of his employees, actively encouraging them to bring new ideas to the table, learn from their mistakes, and challenge any decisions they believe to be not quite right. These qualities stand Matt and the wider company in good stead for the future and will allow it to thrive in an environment where brands are finding it increasingly difficult to operate, this due to a combination of external factors inclusive of less disposable income, the current cost of living crisis, and significant rises in mortgage/rent payments. In addition to these factors, issues across the supply chain are becomingly increasingly abundant, and the cost of sea and air freight has risen exponentially. With more businesses struggling to make a profit now than ever before, it is vital that Matt continues to guide War Paint down its path of success, stimulating innovation and streamlining the company’s offerings. Since Matt joined the company when it was only seven months old, he has helped to grow the business to the worldwide force it is today, sticking to the plan of diversifying the DTC model and expanding it to include retailers all over the world. The company was making great progress as 2020 began, securing partnerships with leading organisations, but this all stopped when lockdown hit. Determined to not let this hinder War Paint’s progress, Matt and the team adopted several successful fund-raising exercises, and although these have been difficult at times, they provide endless opportunities, and Matt’s faith in the brilliant brand is what continually drives it forward. Regarding Matt’s own career specifically, he fondly looks back on his journey and experiences at Tangle Teezer and the more than four years he has spent so far at War Paint, and in the future would like to see War Paint for Men achieve its true potential. To this end, the company is planning and developing new products all the time, as well as working on plans for rapid expansion both in its native UK and further afield into markets abroad. Fundamentally, the barriers that War Paint for Men has broken down over the last five years would not have been possible without Matt’s expert guidance at the helm, developing the business and ensuring its products are of the highest calibre and garner the most exposure. Through War Paint, the lives of men with insecurities surrounding their appearance have been demonstrably bettered, with a line of cosmetics available that celebrate broad masculinity and eliminate the stigma surrounding men and makeup. As a result of his excellent work, Matt is more than deserving of this award celebrating his achievements as CEO in the male cosmetics and wellness sector. Contact Details Contact: Matt Lumb Company: War Paint for Men Web Address: warpaintformen.com
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