Chinese men are spending an average of 24 minutes on daily grooming. And with the beauty industry turning its attention towards men, Father’s Day represents a lucrative opportunity for brands to step up – Sephora and Armani Beauty dedicated their ad spend to targeting men.

The traditionally female-focused make-up market is steadily opening up to a new demographic – but what are the driving forces behind the male beauty movement? Canvas8 spoke to David Yi, the founder of Very Good Light, to understand how brands can tap into men’s growing interest in cosmetics.

Chinese fashion designer Zheng Qi is reshaping contemporary beauty ideals with her plus-sizehanfugarments.Hanfutaps into Chinese Gen Y's appreciation for both the artisanal and traditional, as well as empowering those with fuller figures, as the style has traditionally celebrated the "elegance of fat."

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.