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.

From platinum waves to 'colour melts,' more British men are choosing to express their individuality by colouring their hair. As the cultural standards of masculinity and beauty continue to be challenged and redefined, brands are attracting a new demographic through male influencers and models.

Nailing the perfect beard is no mean feat. But online forum Beard Board is on hand to host constructive aesthetic feedback for beginners and the more experimental. With more men investing in grooming products and cultivating facial hair, peer-to-peer advice sites could be the key to fuzz finesse.

With gender norms being continually challenged, men are becoming more interested in beauty – but many Britons still aren’t buying into the male beauty industry. One reason for this disconnect is that packaging often displays old-fashioned stereotypes around a ‘macho’ male identity.