Is War Paint Still in Business? (2026 Update)
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Look for War Paint on AmazonFull story →War Paint pitched make-up built specifically for men in series 17, with founder Daniel Gray after seventy thousand pounds for just twelve percent of the business, a deal that went to Peter Jones and Tej Lalvani.
Older accounts describe the brand trading in dozens of countries.
A Cultural Argument As Much As A Product Pitch
At the time of filming, most retailers still treated men's make-up as a curiosity rather than a real category, and Gray leaned less on the product's mechanics than on a cultural argument, that the stigma around men wearing it was simply out of date.
Asking for seventy thousand pounds while only giving up twelve percent is a confident structure, the kind of split that suggests a founder who believed the category itself, not just the product, was about to become mainstream.
From Curiosity To A Global Footprint
Notes on file describe the brand selling through its own site and building a retail presence that reportedly now spans more than eighty countries, with no Amazon storefront of its own.
For a product line most retailers would have dismissed as a novelty before this pitch aired, reaching that scale counts as a genuinely strong result.