War Paint – Matt Finish Product Carton

War Paint founder Danny Gray opened the world’s first men’s makeup store in London after he personally became aware of the void within the men’s cosmetics market.

He wanted to establish an inclusive brand which gave men a chance to explore a market that traditionally hadn’t retailed products tailored to them.

Danny hasn’t just created products but a community for men to discuss topics of mental health as well as breaking down the stigmas associated with men using makeup.

The ethos of War Paint is to give men the freedom to feel confident with their appearance every day by making products specifically created for their skin.

War Paint initially came to us as a relatively new brand, needing to create e-commerce boxes as well as individual cartons for their product range.


War Paint wanted to keep the product cartons on brand by using their signature black and white colour scheme across all of their packaging. The cartons were made from 560 micron, 350gsm GC1 boxboard which is the ideal surface for printing on both sides.

The cartons were then coated with soft touch varnish to give a luxurious appearance and the inside was finished with a contrasting water based matt varnish.

All of the packaging uses FSC certified board and are also 100% recyclable to fit in with the sustainable requirements of the brand. The initial order consisted of 120,000 units across nine different cartons, each with slightly different dimensions. Since then, Maxipos has produced several more production runs at our trusted factory in Poland.