While 76% of men feel pressure to look good, seeing a bloke stroll into a brow bar or waxing salon could still raise an untamed brow or two. But London-based The Beauty Block has located both above A Wanted Man – a male-centric canteen that acts as an acceptable gateway to grooming.

Male pattern baldness can be a source of anguish for those that it affects, impacting their confidence and self-perception. Quiff & Co offers a non-surgical solution in the form of bespoke wigs made from human hair, aiming to reach a younger demographic than the traditional toupee wearer.

From luxurious skincare to boutique shaving parlours, male grooming is booming. A slew of new products and services are emerging to meet the demands of time-poor, image-conscious men, but can ZV2, an expensive, hassle-free serum, become the go-to skincare brand for beauty novices?

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?