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.

But one men's makeup brand is being widely criticised online for sharing messaging that seemingly taps into fragile and toxic masculinity. War Paint, a UK-based brand which bills itself as "Makeup ...