True invested in WarPaint in 2020. Its mission to eliminate the stigma around mens' makeup aligns with True's focus on changing consumer behaviour. Its D2C foundations and strong purpose-led buisness mission aligns with everything True believes in.
The new partnership aims to put the spotlight on men’s mental health, and start important conversations in the Rugby League.
The 499-square-foot store located next to Liberty on central London's Carnaby Street embodies War Paint's founding principle to offer men more personal care choices, to help them look and feel better and improve their confidence.