Dollar Shave Club is perhaps the archetypal challenger brand. In 2012, its cheeky viral video poked fun at shaving giants like Gillette and Schick for producing over-engineered razors. Although Gillette is hitting back with a series of confrontational tweets, the campaign is backfiring.

Beauty Mate is one of the favourite Australian men's skincare brands. But are Aussie men really that keen to be preened? And how does the modern shampooed, shaved and waxed type sit alongside the traditional view of the Aussie bloke?

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?

Love your lager so much you want to bathe in it? Carlsberg thinks you just might. The brand has released a range of male grooming products, including shampoo, conditioner and body lotion. It might sound like a joke, but science suggests beer really could be good for the skin.