Gender fluidity is becoming less taboo, so when cosmetics brand War Paint — “Makeup Design By Men, For Men” — launched recently, they probably didn’t expect a backlash like this. &#8220… ...

War Paint, which bills itself as "Makeup for Men," released an ad that's gone viral for all the wrong reasons. Critics on Twitter say the advertisement falls into familiar toxic masculinity tropes.

War Paint promises makeup "by men, ... The video introducing War Paint's line of makeup products even ends on a skull ring, slipped on to a middle finger.

Men's make-up brand War Paint criticised on Twitter for promoting ... a heavily tattooed and muscular man can be seen showering before applying products to his face and putting on a skull ring.