.” All agreed that War Paint was emblematic of everything that was wrong with products marketed to men who wouldn’t dare touch anything marketed to women.
In an interview with Jezebel, War Paint founder Daniel Gray says that he started the brand after suffering from body dysmorphia as a young man. Gray says that he discovered that his sister’s makeup could help cover up his acne, a new confidence-booster he wouldn’t have sought out himself. In response to the criticism, Gray repeatedly stressed that men simply do not have the “confidence” to wear makeup, despite the large, existing market already selling concealers and bronzers.
From Dove “for men” shower products that share little difference in ingredient makeup from their assumedly “female” counterparts to hair dye that advertises its colors as “the men’s grooming industry has long traded in ideas about masculinity and machismo, as well as anxieties plaguing modern, particularly straight white men.
During World War II as more women moved into industries once occupied by men to fill the vacuum in American production, the commercial cosmetics industry grew as using beauty products became branded as a patriotic duty for women. “They knew that they would remain women even though they were doing hard labor by applying lipstick and doing their hair,” Barber tells Jezebel. “Hair beauty, is a duty too!”Evan Williams Shampoo cheerily proclaimed in 1939.
“When the first scholarship on [masculinity] started emerging, people started trying to define what masculinity is and it turns out it’s really hard,” says sociologist Tristan Bridges. “It was psychologists who first found that there was a strong relationship to feminine avoidance. It’s almost easier to say what masculinityrather than what it is. You like the context of avoiding certain things more than you like demonstrating certain things.
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