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?

Whether you’re finding peace in a yoga class, or sipping coffee at Starbucks, the accepted attire for men is now the same – trainers and joggers. As sportswear becomes a permanent fashion feature, Mr Porter has launched an activewear section to add a touch of casual luxury to men’s wardrobes.

The luxury market is going through a rocky patch, with growth having slipped to just 1%, while many brands struggle to attract younger shoppers. But age isn’t the only factor to consider. Research shows that it's men who are driving the spending in the luxury sector.

Maybelline has appointed American YouTuber Manny Gutierrez as its first male brand ambassador. The online star – who has amassed over two million followers since 2014 – will front ‘That Boss Life’, a campaign that further demonstrates the bending of gender identity.