Diverse representation is an expectation, but as individuals no longer allow themselves to be defined in singular terms, there's mounting pressure on brands to understand and sensitively reflect how the intersections between race, gender, class, and ability impact people's everyday lives.

Men in the UK are still contending with toxic masculinity stereotypes around skincare, with many using their partners' products in secret. Even as gender categories evolve and conversations around male self-care and mental health grow, cultural barriers remain around using beauty products.

Staring at our face close-up on constant Zoom calls isn’t doing most people’s self-confidence any favors. A little bit of make-up can give our self-esteem a boost and Tribe is catering to cosmetics-curious men by offering modern make-up’ without the dated messaging of hyper-masculinity.

Messaging around sun safety tends to focus on fairer skin tones and most formulations don’t cater to the needs of darker skin. Black Girl Sunscreen is working to promote sun protection for Black people with a white-cast-free, moisturizing product that positions suncare as self-care.

When White men see an image of a Black man, athleticism is the first thing that comes to mind, according to a study by Dove. While there are many great Black sportsmen, this stereotype can be damaging to the self-perception of Black men, something the brand aims to highlight in a campaign.