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They claim male skin is 'different' from female skin, and thus men need their own manly brand of makeup

WarPaintWar Paint: Makeup for Men is a new brand of cosmetics marketed explicitly to men. With a name like ‘war paint’ and their black packaging, it’s clear they are targeting a very specific demographic: macho men. Since queer men don’t seem to care about the gender of makeup (see: Drag Race), this brand is definitely aiming their product at straight guys who may otherwise see makeup as ‘gay.’
Their website talks about how male skin is ‘different’ than female skin.
‘Many people believe all skin is the same, however, men and women’s skin are very much different,’ they write. ‘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.’
They credit testosterone for these differences.

‘Last I checked, makeup doesn’t inherently belong to one gender and therefore doesn’t need a gender-specific earmark; what’s out there already, regardless of how heavily it’s marketed toward women, is available to and made for everyone,’ writes Marci Robin for Glamour.
‘War Paint justifies the dudely designation by saying men’s skin is different from women’s — it’s “thicker and oilier,” to be specific — and therefore needs its formulas containing vitamin E, tea tree oil, and BHA (salicylic acid).’ They say there is no complexion makeup that already contains those ingredients. But look carefully at The Body Shop Matte Clay Skin Clarifying Foundation, Neutrogena SkinClearing Blemish Concealer, among others.

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