John Lewis has announced it is opening a permanent make-up counter in its flagship store on Oxford Street for male cosmetics, after a successful four week pop-up. The range, War Paint for Men, exceeded its sale expectations by 50 per cent and the department store is rolling out the range nationwide through its website.
The range includes a foundation, bronzer and concealer for men, with prices starting at £18. It’s by no means a cheap range of products but the price-tag certainly hasn’t put the buyers off. As well as a rise in sales of male beauty products, John Lewis has also witnessed a surge in popularity for its men’s grooming services. Of course, this includes the traditional barber shop services of hair cuts and beard trims, but also more specialised beauty treatments such as manicures and eyebrow threading.