Masculinity is more attractive than ever. With more than three million men in Britain admitting to wearing make-up – from bronzer to blusher to foundation – the male cosmetics market is booming. But what’s driving this cultural shift? And are men concealing their usage as well as their skin?

Men are becoming increasingly style-conscious. But has talk of beard sculpting and geometric fades put you off the new, hip-as-hell male grooming experience? Want a return to cheap cuts and a familiar face? Never fear, because the classic neighbourhood barber is alive and well in Toronto.

Global sales of menswear grew to $440 billion in 2014, and with their high disposable incomes, aspirational young males are prompting luxury fashion and lifestyle brands to expand their offerings. Move over Yuppies, Yummies and Henrys are the new kids on the block – and they’re ready to spend.

Being a well-groomed man is hardly a bad thing. But in recent years, some men have taken it a step further; 'manscaras' and 'guyliners' have become staples in their daily regimes. Is it time for western skincare companies to shed old ideas of masculinity and comply to the male make-up demand?