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.

The average British woman will spend £70,000 on makeup in her lifetime, but wearing the ‘wrong’ kind of face comes with a stigma and they're still more respected if they wear natural looks. With its new manifesto, Sleek is bringing a rallying cry against make-up shamers everywhere.

Gender norms are changing, and young people feel freer to explore and express their gender identity than ever before – especially with make up. Illamasqua’s Christmas campaign focuses exactly on that, promoting its makeup as inclusive and gender neutral.

Despite the growing influence of social media, which often presents narrow beauty ideals, Gen Yers are feeling empowered to challenge gender norms. Girlswillbeboys is a collective that’s encouraging young women to feel confident and beautiful without a full head of hair.