UK based makeup company targeted at men and Includability Official Partner, War Paint For Men, has partnered with Rugby Super League members, Wigan Warriors in a multi-year deal.
The deal for the 2021 season will see the War Paint brand featured on the first-team training and warm-up kits. War Paint say the true value of the partnership will come off the field with both parties mutually committing to progress men’s mental health, challenge stereotypes, start conversations and break down the boundaries that can confine men.
The Greater Manchester area, the region in which Warriors is based, has one of the highest male suicide rates in the UK. Both War Paint and the team are committed to fight against those statistics and War Paint aims to improve male confidence and offer more choice in their personal care.
What is War Pain for Men founder, Danny Gray's story?
Founded by Daniel Gray, a body dysmorphia sufferer and men’s wellness advocate, War Paint For Men is a specialist men’s makeup brand seeking to break the stigma of makeup being exclusively for women by helping men feel comfortable and confident via any means necessary.
“I was inspired to create War Paint due to my own mental health struggles and I couldn’t be more proud to see that our brand growth can result in working alongside Wigan Warriors to help us address the issue. I can’t wait to unveil some of the ground-breaking initiatives we have planned to help people with mental health issues and raise awareness amongst the Rugby League community”.
Where have I seen the War Paint for Me brand before?
His brand is experiencing staggering growth globally with growing retail partnerships including John Lewis, Harvey Nichols and REISS in the UK, and is enjoying international expansion across North America, Asia and Australia. Fans of the BBC show, Dragon’s Den, may remember his and the brand’s appearance in 2019.
What was Wigan Warriors' reaction?
Wigan were a founder member of the Northern Rugby Football Union in 1895 and have gone on to win 22 English Championships, more than any other side. The club hope they will be on to another winning partnership.
Kris Radlinski, Executive Director, Wigan Warriors, said:
“After hearing Danny’s inspirational story and what he is seeking to achieve, which is far more than just selling makeup, we realised that this partnership is a natural fit for the Club. On the face of it, many fans would not expect a Rugby League team to be partnering with a makeup brand which makes this partnership even more important as we see this as a vital opportunity to break misconceptions and to make a genuine difference to both the sport and our wider community.”
Image Credit: Wigan Warriors