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.

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?

The modern man is a very different creature than his predecessors. But fluid masculinity and metrosexuality aside, men today are increasingly socially savvy; Pinterest – an old haunt for brides-to-be – reported a 73% increase in male users in 2014. What’s got so many men signing up?

Overstimulated by technology, warped by porn, lacking male role models and bombarded by perfect body images – are teenage boys struggling as much as girls when it comes to self-esteem? Natasha Devon, founder of the Body Gossip Education Programme, says they are.