More than 70% of men who use make-up say they buy online to avoid the social stigma. Very Good Light is a new site aiming to not only teach boys the best way to hide dark circles, but also to make diverse visions of masculinity – even if they're contoured – more widely accepted.

Painstakingly pumped and carefully chiselled – this is the body ideal of the ‘spornosexual’. UK sales of protein products increased from £73m in 2007 to £170m in 2012, and steroid users rose 645% from 2010-2013. But what’s fuelling the quest for more muscle amongst ordinary men?

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.

Exposure to, and use of, social media can take its toll on people’s sense of self. And new research suggests a growing number of under-30s in the US are comparing their faces and bodies to an unrealistic ‘Insta-standard’, spurring a spike in cosmetic surgeries.