Boasting millions of followers and a cosmetics line that frequently sells out within minutes of a restock, Jeffree Star is one of the make-up mavens transforming the beauty industry by diminishing the dominance of global brands and encouraging men to try on a little lipstick.

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.

With half of Gen Zers wanting to see ‘someone like themselves’ in branded messaging, and 77% preferring ads that show real people in real situations, this diverse cohort is driving major change in the beauty world. How is body care brand Being appealing to this desire for inclusivity?

From clothes, to shows, to rugs, and even Drake's album covers – musky pink is everywhere. Dubbed 'Millennial Pink', the colour has evolved beyond its initial existence as a fashion trend; it's become a symbol of challenging femininity and masculinity norms, by transcending gendered symbolism.