JOHN Lewis sold so much men’s make-up during a trial it has decided to open a dedicated counter full-time.
Blokes bought a month’s worth of stock in a week at the Oxford Street store in London.
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Top seller on Britain’s first high street counter for men was an £18 concealer used to cover spots and hide dark circles under the eyes.
Also in the 22-product War Paint for Men range is a dark foundation at £24, a bronzer for £19, anti-shine powder for £18 and moisturisers selling at £22.
John Lewis will now sell the lot on the counter permanently and also start to shift them online.
War Paint was set up in 2018 with the help of £70,000 from BBC Two’s Dragons’ Den.
The top seller was an £18 pot of concealer.
Younger clients use it to cover up spots and older ones target those circles under the eye.
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Founder Daniel Gray said: “We’re absolutely over the moon that John Lewis has decided to make our counter a permanent fixture at the Oxford Street store.
“This is a massive step in the right direction . . . for the industry and men’s make-up in general.”
Daniel added: “We’re finally starting to see men’s make-up become the norm and break the stigma that’s been around for years.”
